KSER
Pledge Drive Pitch Playbook
TABLE OF CONTENTS
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The Strategic Goal: Getting core listeners to
become new members is the goal
of every pledge drive. Core listeners are the people who either listen exclusively to KSER or choose us first
among several stations. And this means they love the station as much as they
love your show in particular (so pitch the whole station).
Current number of
active donors in the database: |
970 |
Current number of
listeners: |
13,000 |
The potential target
audience for this drive: |
3,000 |
The Realistic Goal: |
475 members |
Dollar Goal: |
$47,927 |
About the Numbers: numbers change from quarter to quarter so it’s critically important that everyone say
the same thing when publicly quoting figures. Please consistently use the
following:
40%
of our financial support comes directly from listeners; and almost all the
money we received from member donations goes toward operating expenses. Staff salaries are mostly covered by
the rent we charge on the broadcast tower we own in Lynnwood.
Democracy
Now! costs us $3,300 a year
BBC
costs us $13,000 a year
THE
TAKEAWAY costs us $4600 a year
Public
Radio Satellite services cost us $7000 a year
Local
programming costs us $240/HOUR
This drive’s goal is to get 475 people to become
members:
“We’re looking for 3 more calls this hour…”
Many
people are wondering how the current economic situation will affect our ability
to raise funds during the pledge drive. The evidence from the past is that giving to community and public radio goes
UP in times of crisis.
While
this may seem counterintuitive, the reason is straightforward: when people
worry, they turn to someone they trust—and that’s
us!
Everybody feels good about helping
us succeed! You should too!
With
that in mind, here are some things to think about during our pledge drive:
The reason people give
is because of what we give them:
·
With news,
it’s the accuracy, the ability to explain complex issues, to stay with them
over time to help people understand them.
·
With music,
it’s the fact that people look for a relief from tough times with music. Music
provides a great break, a relaxing way to get away from today’s news.
Example:
“Maybe
you're listening more than usual. That's why it's worth supporting. Right now,
you need us even more to understand what's going on in the world or to simply
take a break from it all.”
·
Get
comfortable asking for money. Focus on a
call to action. Specific dollar amounts work.
·
The best
fundraising technique is to listen to
the programming you’re fundraising in. Why
is it important to your listener? What makes it unique or special? Answer
these questions in your presentation; talk about the specific program elements
in your pitches.
·
Fundraising is programming.
Fundraising needs to be compelling and engage the listener. Make smooth
transitions into and out of pledge breaks. Be conversational while maintaining
a calm sense of urgency.
·
Focus on the
listener rather than the station, or “us.” Use
the word “our” to refer to you and the listener, not to the station. (And
please, the phrase “you, the listener” is redundant. If they can hear you,
they’re listening…)
·
Talk to one person and imagine what he/she may be doing at the
moment and why he/she has the radio on right now. Engage that one listener’s
imagination and relate everything you and your pitch partner say to that
listener.
·
Be very
careful about what you want the listener to do: Ask them to go to the phone and make a pledge of support by dialing
425-303-9070.
·
Make sure people feel that their individual
participation counts.
Your vote counts. Vote for the essence of the
station. Just $5/month makes a
difference. Any amount makes a difference - $35 to $365.
·
Make
connections between fundraising elements and programming elements. (Your music
or your song and the theme of your pitch).
·
Prepare for your breaks. The best breaks are planned in detail beforehand. Pick a theme, rehearse, make notes, follow your notes.
·
Talk about no more than two pledge levels and/or
thank you gifts per break.
·
Get into the zone. A sense of excitement or
urgency can’t be faked.
·
Keep
smiling. Literally.
·
Never
apologize for a fund drive. Don’t mention “we only
come to you twice a year.”
·
Always have a goal. It won’t happen without your urgency and
enthusiasm.
·
Say the
phone number often and slowly. 425-303-9070
- often and slowly.
· Fundraising is a genuine emotional interaction
with your listener. Be honest, be real and treat your listeners with respect.
10. Someone else will do
it
9. I don’t have the
time…it’s inconvenient
8. I can’t remember the
number to call
7. I can’t afford to
make a pledge
6. Our taxes pay for
public radio, don’t they?
5. Rich people should support
the station
4. Radio is free, isn’t
it?
3. I pledged to this
station a couple of years ago
2. I already pledged to
the other public radio station
1. I didn’t know you
needed the money
How
listeners respond to our pledge tactics
listed from most effective to least effective:
1. Lighten up. (Intelligent humor works.)
2. Personal importance of the music personified
3. Funding facts and figures
4. Give to get (focus on pledge premiums)
5. Blaming, pleading, negativity
6. Frantic and manic energy (opposite of
why they listen)
NEGATIVE |
POSITIVE |
|
|
We haven’t heard from
anyone in Snohomish… our
Snohomish listeners haven’t called in. |
We have lots of
listeners in Snohomish who love this station and we hear from you all the
time. Snohomish never lets us down. If you’re
listening in Snohomish right now, we’d love to hear from you. |
|
|
Unless we hear from
three more of you, we won’t make our goal for this hour |
We’re so close! Just
three listeners away from our goal—and you can make it happen right now
by calling (#) in these last few minutes. |
|
|
If you’ve been
listening to KSER for a long time but you haven’t pledged, you’ve been taking
a free ride. |
If you’ve been
listening to KSER for a long time, NOW is the time for you to step forward
and be counted as a member. We know you’ve been meaning to call, just waiting
for the right time, so please do it now. |
|
|
Without your
membership support, this program (station) could go off the air |
Your membership is vital
to keeping this program on KSER. Protect it with your support. |
|
|
Only 15% of you are
members of this radio station. That means that 85% of you have never called. We need many more of
you to support this station. |
We’re so proud of the
fact that over 1000 listeners have
made the decision to become family members of KSER. Please join this special
group of satisfied customers by calling 425-303-9070. |
|
|
IF you are enjoying
this program…call in now… |
BECAUSE you’re
enjoying this program, call in right now. |
The phone number:
(425-303-9070). Regularly make
it your end cue as you hand off talk to your pitch partner. Make it the last (or very close to last)
thing you say every break. Resist the common practice of making the phone
number a run-on with words too closely following the last digit. Pause for the
ear and italicize the number for your
listener.
Listener supported,
member-supported. This is a
powerful descriptor. Use it.
Forward promotion: this is just as important as always, perhaps
even more so when certain people’s fingers will jump for the off/change button
during pledge. “I have music from Mali coming up in this next set, and we’ll
enjoy that after…” (Fill in your own
musical example)
Thank You Gifts. (Please remember to use “thank you gift” and
not the public radio term, “premium.”) The emphasis on pledge breaks should
always be FIRST on making the case,
and only LAST on the close, for which the THANK
YOU GIFT is just an added incentive. The
“what’s in it for them” nature of our argument is spiritual, not physical. This
year, we will not be focusing on thank you gifts. The emphasis is on being
frugal with your money (the listeners money) and using your money just to
support the shows you love.
The
“Case & Close” sequence should be in every break:
Get more calls by focusing on being sincere, relevant, easy to understand and by appealing to the listener’s heart.
Remember
that this is an emotional (right brain), not an intellectual (left brain)
appeal. Our music provides emotional comfort, inspiration and connection to
what is timeless and enduring.
·
Join the
family (we invite you to…)
·
We’re in
this together
·
We can’t do
this without you
·
Reliable,
dependable, trustworthy (us). Can we rely on you?
·
Conservative
custodians of your dollars
·
(Do your
part to) (Help) Keep the music alive
·
Who is going
to do this important work? We are…together.
·
What part of
(fill in blank responsibility) belongs to you?
·
Think about
a time when…
o
You first
experienced a piece of music
o
You were
having a difficult time
o
You had one
of those driveway moments
o
You
experienced transcendent joy or peace
·
The
transformational power of giving. Like buying stock in the company; now you are
an owner, not a bystander. Now you have a place at the table and a say in the
outcome.
Keep them urgent, time-based within the hour. Say “dollar for dollar” and “double the power/value of your pledge.” Remember to mention that “your employer may match your gift to KSER. Your phone volunteer has a list of local companies that do match.”
·
Beautiful
·
Intelligent
·
Fascinating
·
Alternative
·
Relaxing
·
Escape from
bubble-gum pop culture
·
Refuge that
preserves beauty
·
Take a break
from the world
You can
invent your own; these are basic, core issues. I put them on one sheet so that
this, plus a thank you gift, is all the host needs to
do the break.
The Costs of Running Your Radio
Station
The Meaning of Member-Supported Radio
Welcome Back to the Family, Former
Members
The Importance of First-Time Giving
Core Values: Authentic Host
Presentation
KSER Listeners: What we’ve learned
from YOU.
BREAK #1: Put a Value on the
Music You Love
Call toll free from anywhere: 425-303-9070 or pledge securely online
at our web site: KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
What’s
it worth? Can you really place a monetary value on a music experience like
listening to John Lee Hooker play the blues? It might be difficult, but I want
you to try.
You
know what your television is worth. Though sometimes you might not agree when
the cable bill comes every month!
You
know what you pay for your newspaper, your special coffee drinks, your movie
tickets, all the little things we do for ourselves.
So what
should your music bill be? Only you can say, but let me suggest $10 a month.
That works out to be a whopping 33 cents a day for all the great music you hear
on KSER that you simply can’t hear anywhere else.
You
tell us you love the variety of music you hear on KSER. You tell us you hear
music that no one else is playing, music from every culture and every time.
You say
you appreciate the unusual, the beautiful, the amusing, the
incredible variety of music you get on KSER.
And you
tell us that the hosts help you learn a little bit about the music in the
process. So what is that worth? What is dependable, reliable, consistently
exciting music 365 days a year worth? You decide, then call and let us know
what number to fill in.
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #2 :
Democracy Now Break
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
Every break needs to stress the
hourly member calls goal *
For a
long time Democracy Now, was not
available on any radio station in Snohomish County.
In 2004
we began carrying Democracy Now and
just last year, moved it to 7:00 in the morning to reach an even larger
audience. Now, it is the most listened to news program on KSER.
We
received tremendous support for bringing this vital alternative news program to
listeners in our community. Others were upset that we chose to place it at a
different time of day.
What
are your thoughts? Do you like the program? Would you like something else in
the mornings or evenings? Call us at 425-303-9070 and let us know how you feel.
We’re a
very listener-driven radio station. We listen to you. Do you want more of Democracy Now? Are you aware that it
costs us over $3000 a year, plus the fees for our satellite system, almost$7000.
If you
love the program, please let us know.
Call
425-303-9070 now and let your phone volunteer know how you feel…
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #3: The Costs of Running Your
Radio Station
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
Every break needs to stress the
hourly member calls goal *
Pick one show that you
can connect to specific programming:
·
Democracy Now: over $3000 per
year
·
BBC News—affiliate fees
(PRI) plus program costs: $17k per year
·
The Takeaway costs us $4600 a
year
·
Our webstream
now costs us $600 a year.
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #4: Doing the Family
Budget
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
Every break needs to stress the
hourly member calls goal *
Every
family goes through this process. Some people do it at the kitchen table,
others in the den. Some people wait for the weekend, others on Monday night. Some
do it alone, others together…
We’re
talking about paying the bills and doing the family budget. Since we’re asking
you to join our family during this special membership drive, we thought we’d
open up the books and show you how we operate.
·
50%
of our support comes from individuals
·
30%
comes from Tower rental income
·
15%
from underwriters in the community
·
5%
comes from Corporation for Public Broadcasting and various other granting
institutions
·
Our
operating budget this year is $250,000
·
We need over $700 per day to operate the radio station
Let’s
go back to the 50% that comes from individuals. Most of that comes $100 at a
time from people just like you, people who love the music and news and want to
keep it coming day in, day out, forever.
So
think of that $700 per day. Think about how often you listen and how much the
music means to you. Think about how much richer your life is because KSER is in
it. Then make a call and take care of just a
small part of that daily cost with your very important pledge of support.
Think
of it this way: could you add just $10 per month to the family budget? Would
$10 per month put a strain on your life? Are 24 hours a day, every day filled
with incredible music and news and the rest, worth $10 per month? Please make
that call now.
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
Our
membership drive is a “Family Matter.”
Families share together—they share in love as well as sorrow. In good and bad times.
Families make us crazy sometimes, but in the end, mostly they are what give us
a richer meaning of life.
People
who love KSER and who listen are in a family, too. Whether
they realize it or not. And like all family members, we support each
other. We give and we take in equal balance.
Our
task on the family to-do list is to bring you a great variety of music and news
24 hours a day, every day. And we do that job to the very best of our ability.
Your
item on the list is to support your Member-Supported
Radio Station so we can continue to bring you what you need.
Public
Radio is different that way. Public Radio belongs to us. To
the people. It’s our right, created by Congress, to have a public radio
system. And like all rights, it comes with responsibilities.
So
please pick up the phone right now, call us at 425-303-9070 and tell the
volunteer who answers the phone: I
want to join the family.
I want to become a member of KSER. I’ve been thinking about this for days and
the time has come for me to do my part.
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #6: The Meaning of “Member
Supported” Radio
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
The
theme for our spring membership drive is “KSER, your renewable resource.” That
can mean a couple of things: KSER is a resource that keeps coming back to you
each and every day; or KSER relies on your renewed support to continue to
provide the service you’ve come to trust and love.
Like
all renewable resources, KSER is there for you everyday, 365 days out of year,
powering you through your day with great music, local and international news.
But like all renewable resources, it takes wise use and careful stewardship of
that resource to keep it flowing.
And
like all resources, public radio is part of our shared heritage.
Public
Radio belongs to us. To the people. It’s our right,
created by Congress, to have a public radio system. And like all rights, it
comes with responsibilities.
So
please pick up the phone right now, call us at 425-303-9070 and tell the
volunteer who answers the phone: I want to protect my natural resource. I want
to become a member of KSER. I’ve been thinking about this for days and the time
has come for me to do my part.
» Call now: 425-303-9070 or pledge
securely online at our web site: KSER-dot O-R-G.
BREAK #7: Welcome New Listeners
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
·
Today
12,000 people visit every week.
·
Whether
you’re a new listener or a long-time listener, we encourage you to become a new
MEMBER today. Join the family
·
You’re
just now finding out how wonderful adding KSER to your work life, your home,
your commute can be
·
Here’s
how member-supported media works vs. how commercial media works
·
How
wonderful it is not to have the music interrupted with noisy, intrusive,
prerecorded commercials… nothing to destroy the (soothing) (exhilarating)
(entrancing) mood created by the music.
·
Accept
our invitation to join the member-supported public radio FAMILY
·
Please
tell a friend about the great new station you’ve discovered
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #8: Welcome Internet Listeners
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
·
Visit
our improved web site with improved
streaming options: KSER-dot O-R-G (We added a higher-resolution MP3 stream,
we added open-source listening options
·
We
have listeners from all over the world (list three different places around the
country/world)
·
Listen
all day (or night) at work from wherever you are in the world
·
** Web listeners have an added responsibility to support their
station because of the way “web-economics” works
·
Every
new listener who logs on to receive the stream from KSER.org costs the station
money. It’s like having your own direct personal radio connection.
·
Support
what you use, support what you depend on, support what you love
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #9: Welcome Back Former
Members
Call now: 425-303-9070 or pledge securely online at our web site: KSER-dot
O-R-G.
* Every break needs to stress
the hourly member calls goal *
·
Maybe
you supported your local public radio station once, and for that we say thanks
very much
·
Maybe
you thought that once was enough, that your pledge was good for years and years.
Well…
·
Maybe
you can’t remember the last time you supported your member supported radio
station. If you can’t remember, it’s probably been over a year
·
Look
in your check book, or even your 1040 return for the tax deduction to 90.7 KSER
·
We
need you to make this contribution part of your giving lifestyle…so that we can
continue bringing this music into your life
·
If
you listen to the great news and information on 90.7 KSER, if you enjoy the
music regularly, please consider coming back to the family
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #10: The Importance of
First Time Giving
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
·
Nearly
12,000 people choose KSER as their
radio station every week. We have
1,000 contributing members. We’d like to close that gap by adding YOU to our
family right now.
·
How
do you know whether you should join the family of member-supporters? If you
listen to KSER every day
·
If
we’re the only station you listen to, or…
·
If
we’re your favorite among all the stations you listen to
·
If
you listen and you haven’t yet made your first
pledge of support, let me describe how easy it is. ((Describe the process of
phone call and pledge))
·
Our
research shows that thousands of people listen every day, yet they have yet to
make their first contribution.
·
Perhaps
that’s because they don’t know how listener supported/member supported radio
works
·
You’ll
feel good knowing you’ve done the right thing
·
You’ll
feel different after you pledge, better, involved, not like a bystander
anymore, like an owner
·
Pledge
$100, $200, $500, $50, whatever number is right for you…
the most important thing is that you make
the call.
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #11: KSER Mission in the
Community:
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
·
A
forum for members of the community, especially those under represented by other
media resources, to constructively express their ideas, opinions, and concerns.
·
Be
the North Puget Sound’s news, music, and culture “bulletin board” so
that everything that happens in music, local politics and culture is reflected
on this radio station.
·
The
only public radio station licensed in Snohomish County, and the only station
that focuses on life here in the North Puget Sound.
·
We’re
reliable, consistent, dependable. Can we depend on you
in the same way?
·
Connected
to the arts, connected to the community, connected to you
·
Promoting
positive values in a world in great need of “positivity”
·
Listener
supported means member-supported.
That’s where you come in.
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #12: Core Values: KSER
Host Presentation
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
In this
age of iPods, satellites, CDs, even cell phones, we know you can get your music
from a number of sources. But we try to add value and a personal, human touch
to your listening experience on 90.7 KSER…..
·
Hosts
are knowledgeable companions
·
Hosts
are credible, accurate, honest, authentic
·
Intelligent
humor, always respectful
·
Hosts
are focused on the music, not on themselves
·
Hosts
are enthusiastic and share their passion/love of the music
·
Thoughtful
presenters able to connect music from the past with life in the present. They
help you learn a little bit about the music.
·
Presenters
are conversational, talking with you,
not up or down to you
·
Presenters
enhance your musical experience, not intrude upon it
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.
BREAK #13: KSER Listeners: What
We’ve Learned From Listening to You
Call now: 425-303-9070 or pledge securely online at our web site:
KSER-dot O-R-G.
* Every break needs to stress
the hourly member calls goal *
We hear
from listeners and supporters every day. They visit the station,
they write letters, emails, make phone calls. We’ve learned a few things about
KSER fans:
·
You
have a love of lifelong learning, about the music, about everything in life
·
You
want something substantial, not here today, gone tomorrow
·
You
expect credibility from us; you hold us to a high standard
·
You’re
curious, which naturally goes with intelligence
·
You
have high ideals, you believe that society needs art and culture
·
You
believe in civility
·
You
want to preserve and protect the important things in life
» Call now: 425-303-9070 or
pledge securely online at our web site: KSER-dot O-R-G.