Fund drive return rates?

[sunset74]

Does anyone know what the average return rate of on-air fund drives? I think we generally get anywhere from 85 - 90%.

Any thoughts?

Thanks!

Ben

 

[Timothy]

> Does anyone know what the average return rate of on-air fund
> drives? I think we generally get anywhere from 85 - 90%.
>
> Any thoughts?
>
> Thanks!
>
> Ben
>

Depending on the particular show, we get about the same. For some reason, our very popular Sunday night jazz was at the low end, 85% last Fall. Generally, classical runs at about 93%, our news stations garners about 90%. The biggest worry for us, is the fact that we have a HUGE drop off of first time givers returning.

 

[sunset74]

Timothy,

Why would you say that is? I wonder if that is true across the board at other NonComms. I wish we had the staff and the time to analyze the data we get from each fund drive. We are so tired and burned out after it's over, that I am sure we drop the ball in that area.

Ben



> Depending on the particular show, we get about the same.
> For some reason, our very popular Sunday night jazz was at
> the low end, 85% last Fall. Generally, classical runs at
> about 93%, our news stations garners about 90%. The biggest
> worry for us, is the fact that we have a HUGE drop off of
> first time givers returning.
>

 

[Timothy]

I definitely know that burned out feeling. The best reason I can come up with for poor first timer retention is that our audience has very high loyalty, while our 2nd and 3rd choice listeners account for very little of our audience. It may be that most of our first timers used us for a short while, depending on the news situation - we're heavy with military - and then moved on. I do know that it is a trend among many stations to raise more money from fewer people.



> Timothy,
>
> Why would you say that is? I wonder if that is true across
> the board at other NonComms. I wish we had the staff and
> the time to analyze the data we get from each fund drive.
> We are so tired and burned out after it's over, that I am
> sure we drop the ball in that area.
>
> Ben
>
>
>
> > Depending on the particular show, we get about the same.
> > For some reason, our very popular Sunday night jazz was at
>
> > the low end, 85% last Fall. Generally, classical runs at
> > about 93%, our news stations garners about 90%. The
> biggest
> > worry for us, is the fact that we have a HUGE drop off of
> > first time givers returning.
> >
>

 

[sunset74]

I can see that. After the election last November, I tuned out politics altogether. Since we are a AAA/Americana format, we provide less news. I remember our spring 2003 books were lower because of the drumming up support to go to war.

Maybe it goes back to educating donors what they are getting. Defining membership and offering them incentives to renew their memberships each year. It's hard to change the perception that radio is "free". For Noncomms, it will always be an uphill battle I'm afraid...

Ben



> I definitely know that burned out feeling. The best reason
> I can come up with for poor first timer retention is that
> our audience has very high loyalty, while our 2nd and 3rd
> choice listeners account for very little of our audience.
> It may be that most of our first timers used us for a short
> while, depending on the news situation - we're heavy with
> military - and then moved on. I do know that it is a trend
> among many stations to raise more money from fewer people.
>
>