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Pledge Drive Training for Public Radio and Television
Transcript of Pledge Drive Training for Public Radio and Television
AVOID "CONDITIONAL" CALL TO ACTION
"If you value....then call now."
They wouldn't be listening if they
didn't value the programming.
USE "ASSUMPTIVE CLOSE" CALL TO ACTION
"Because you value..."
or "We know you value..."
"...so we're optimistic you'll call now."
Who thinks you're cool?
What motivates a donor?
What “IS” good
Like causes that are intellectual
Sometimes lean toward traditional, established nonprofits
What “LOOKS” good
Like causes that are high profile
What “FEELS” good
Like causes that are hands on, “make them cry”
Strategic Business Insights/VALS
Roles of on-air talent
Connect with the viewer/listener
Demonstrate pride in the station
Provide information, inspiration, motivation
NEVER APOLOGIZE FOR PLEDGE DRIVE
Show host or anchor is the connector and expert: provides information from a trusted source
Community guest (if present) is connector and expert, too: provides links to personal networks and testimonials
Staff pitcher or seasoned volunteer is expert and closer: provides factual, financial information and calls audience to action
Why do people give?
They use the product
They love the program(s)
They understand their role in the service
Sincerity is everything
We're asking people to trust us with their money. Believe in what you say, because they can tell if you don't.
Create a sense of urgency
We want them to make a decision now, because if they wait, they probably will not.
Why are you in the studio? Why do YOU love the station?
Interact with your co-host(s): it sounds more natural and more fun!
Talk to one person
This is not a speech and particularly not a monologue. Have a conversation.
Don't worry if you make a mistake
It's live broadcasting. It's okay. Just don't make a big deal about it.
Thank callers during the break
People like the immediate reinforcement that they did something good.
Use benefits/premiums to encourage action
But not as the ONLY reason to call. It's an added incentive to hold their interest and raise average gift.
Don't accentuate the NEGATIVE.
Not offering premiums? DON'T dwell on it.
Don't remind listeners what they DON'T get.
Make a STRONGER CASE for VALUE of the programming.
Before the break
Listen to/Watch the program
Discuss the last break with producer
Plan message points for next break
Become familiar with premiums, if needed
Be in the studio 5-10 minutes before the break (or at least within shouting distance
During the break
Listen to co-hosts and follow the pitch points
Think of the camera or microphone as another person in the conversation
Update goals throughout the break
Use how to information as filler: suggested levels, methods of payment, benefits...or hand it off to another person!
Say the phone numbers and website A LOT
When does the audience give?
When we ASK...
over and over...
The average person hears or sees 5-7 pledge breaks before they take the step to invest in the station.
So just because YOU'VE heard it before, doesn't mean THEY have.
We get what we ask for
Ask for $10, you get $10
Ask for $10
, get that!
"We need" money is not a motivator
Don't be afraid to ask for BIG GIFTS.
You NEVER get what you don't ask for.
You'll make a difference...
Are they buying something?
Are they supporting you?
The goal is to reinforce that any premium is a "Thank You" gift, not something you are selling.
(Remind your guests of this before they go on the air.)
Who is our audience?
General demographics of public broadcasting; your results may vary
75% public involvement
Largest group is age 45-54
61% dine out
58% college degree or beyond
More likely than average to be environmentally conscious
What do our donors value?
Qualities of the Heart
Qualities of the Mind
Sense of purpose
Attention to detail
Need to appeal to all of these values!