Its Pledge Time Once Again Boys and Girls

[Mark_Giardina]

Thanks to internet streaming I’ve been able to sample a number of public radio stations across the country to hear how each one of them handle pledge drives. What I discovered is that while some stations do an excellent job of inserting local pledges without interrupting regular programming; others slice and dice NPR programs just to squeeze an extra dollar from listeners.

For example one station I listened to interrupted the second half of the A & B segments and completely eliminated the C and E segments. This wasn’t just Morning Edition but ATC as well.

Another interesting thing I discovered was the overall goal each station had. One station managed to raise $100,000 in a single day, while a station in a larger market could only raise $26,000 the same day.



<P ID="signature">______________
"I won't be wronged, I won't be insulted and I won't be laid a hand on.
I don't do these things to other people and I expect the same from them".</P>

 

[mwebster]

Can't you folks get together on this?

OK, public radio insiders, here's is a question I've had for some time.

I travel a business. I listen to NPR in different cities I visit. I notice different stations are holding pledge drives at ABOUT the same times but not exactly the same times - there seems to be a three or four week window when I can't get away from pledge drives wherever I go.

Now the question: Why doesn't somebody (NPR or some committee of public radio managers) designate specific weeks (one each quarter) as pledge weeks? The network "clocks" could be adjusted to allow pledge breaks without cutting into scheduled programs - and network hosts could promote the pledge drives in their programs. I don't think I'd like the begathons any better but at least I'd know I wasn't missing something.

 

[Les]

When is it NOT?

And on the TV side you know it's major pledge time when the programs you regularly watch are trashed and there are countless specials featuring music and people you don't like which, fortunately, are unwatchable because of pledgus interruptus.
<P ID="signature">______________
It is hard enough to remember my opinions, without also remembering my reasons for them! (if any)
--Friedrich Nietzsch</P>

 

[BLewis]

Re: When is it NOT?

My station is in a rural market and we do not like interupting programming any more than anyone else. However, we have found that just jamming 1-2 minute power-begs into local avails rarely gets the phone ringing. We have tried using our website, mass-mailings, 'silent' fund drives to shorten the 'real fund drive'. All that is great, but it just does not get the phone ringing to the level that the on-air pledge breaks do. Sometimes I have to wonder if listeners just enjoy hearing us beg and plead for days and days. For a public radio station staff, enduring hours of that crap per day is no fun, either. The bottom line is this...the idea behind public radio (at least at my station) is that listeners become involved, thereby helping us to direct the programming focus of the radio station. I think that's they way this whole public radio thing was intended to work Whether public radio fans send 10 bucks a month to W-blah-blah-blah or to XM radio doesn't matter! Listeners either pay for quality LOCAL public radio or for satellite-delivered syndicated cookie cutter radio. I don't know about the stations where you guys work, or have worked...when we go on-air telling our listeners we need them, it's not just a sales pitch to help line someone's pocket and put them in a company-leased SUV...we actually do need them! If we are not able to raise the funds we need from listeners or underwriters...the money fairy doesn't deliver manna from the bank! On another note...$100,000 per day...$26,000 per day...$26,000 would almost finish a fund drive at our place! I know I will get slammed for my ideas on this subject...so, fire away!

And on the TV side you know it's major pledge time when the
> programs you regularly watch are trashed and there are
> countless specials featuring music and people you don't like
> which, fortunately, are unwatchable because of pledgus
> interruptus.
>

 

[Joseph_Gallant]

Re: Can't you folks get together on this?

But what about those NPR member stations (however few that number might be) that don't run on-air pledge drives??

Even if it's only two or three stations, how would their programming needs be accomodated??

 

[mwebster]

Re: Can't you folks get together on this?

> But what about those NPR member stations (however few that
> number might be) that don't run on-air pledge drives??
>
> Even if it's only two or three stations, how would their
> programming needs be accomodated??
>

Political correctness turns to paralysis every time somebody says "but what about?" But this may illustrate why public radio stations can't get together on coordinated pledge campaigns.

Maybe those two or three little tank town stations should think about what's good for the whole system and for the audience, not just their own immediate convenience.

If you bend to these two or three, then a couple of dozen come in and say "we've always had pledge breaks in early November, not late October; (or some such) what about our needs?" And then nothing happens.

Get together. Pick a time. Stick with it.

If any stations don't want to do local pledge breaks, NPR and PRI can have their own pledge breaks with an 800 number. Any money raised can go to the station a caller listens to - or to the NPR/PRI/APM programming funds. These are all details.

 

[XL]

Re: Can't You Get YOUR FACTS together on this?

> Political correctness turns to paralysis every time somebody
> says "but what about?" But this may illustrate why public
> radio stations can't get together on coordinated pledge
> campaigns.

It might help to know what you're talking about. NPR does not dictate what dates their stations are to do their pledge drives. It's a station-to-station decision. Core listeners of public radio know (about) when the pledge drives are.

Here in Cleveland, we have 2 NPR affliates in the same listening area and they each do their pledge drives about the same time (plus or minus a day or two on either side). Luckily, we're only subjected to it twice a year -- compared to other stations that must do them more than that.

> Maybe those two or three little tank town stations should
> think about what's good for the whole system and for the
> audience, not just their own immediate convenience.

What "whole system"? There is no "whole system". Their "system" is their own station they need to worry about.

> If you bend to these two or three, then a couple of dozen
> come in and say "we've always had pledge breaks in early
> November, not late October; (or some such) what about our
> needs?" And then nothing happens.
>
> Get together. Pick a time. Stick with it.
>
> If any stations don't want to do local pledge breaks, NPR
> and PRI can have their own pledge breaks with an 800 number.
> Any money raised can go to the station a caller listens to
> - or to the NPR/PRI/APM programming funds. These are all
> details.

Repeating: NPR/PRI do NOT do fundraising. NPR affliates do the fundraising. NPR and PRI DO offer their station fundraising version of shows, if they wish to use them. NPR also offers specific channels offering pledge-break versions of "Morning Edition", ATC and "Weekend Edition."

Again, it would help to know what you're actually talking about before stating THEY need to "get it together." You need to do that with the facts.

Is that all some of you do on this board is whine and moan about public radio? Especially since you don't know what you're talking about?

 

[XL]

Re: When is it NOT?

> My station is in a rural market and we do not like
> interupting programming any more than anyone else. However,
> we have found that just jamming 1-2 minute power-begs into
> local avails rarely gets the phone ringing. We have tried
> using our website, mass-mailings, 'silent' fund drives to
> shorten the 'real fund drive'. All that is great, but it
> just does not get the phone ringing to the level that the
> on-air pledge breaks do. Sometimes I have to wonder if
> listeners just enjoy hearing us beg and plead for days and
> days. For a public radio station staff, enduring hours of
> that crap per day is no fun, either. The bottom line is
> this...the idea behind public radio (at least at my station)
> is that listeners become involved, thereby helping us to
> direct the programming focus of the radio station. I think
> that's they way this whole public radio thing was intended
> to work Whether public radio fans send 10 bucks a month to
> W-blah-blah-blah or to XM radio doesn't matter! Listeners
> either pay for quality LOCAL public radio or for
> satellite-delivered syndicated cookie cutter radio. I don't
> know about the stations where you guys work, or have
> worked...when we go on-air telling our listeners we need
> them, it's not just a sales pitch to help line someone's
> pocket and put them in a company-leased SUV...we actually do
> need them! If we are not able to raise the funds we need
> from listeners or underwriters...the money fairy doesn't
> deliver manna from the bank! On another note...$100,000
> per day...$26,000 per day...$26,000 would almost finish a
> fund drive at our place! I know I will get slammed for my
> ideas on this subject...so, fire away!

No, you're posting FACTS, compared to others on here.

It's been a proven fact that the only method that is truly effective is going ON-AIR with pledge drives. The only way to effectively raise funds is to go directly to the listener. And that way is via the airwaves. Many stations continue to do other means of fundraising like 'one-day pop-ins', mailers, web-only days, but for the most part -- it's on-air.

 

[mwebster]

IMHO

Go back and read my post more carefully this time.

I know NPR does not dictate to stations when they do pledge drives. I am saying maybe they should.

And I am saying maybe individual stations should look beyond their own selfish agendas and consider what might be best for public radio as whole.

I know they don't. I say they should.

Specific pledge break versions of programs is a good idea but as pointed out in this thread, some stations still seem to insist on popping in and out of programs whenever they feel like it.

Mostly, I resent these local people going on and on about how I should support programming they are not allowing me to hear.

I have noticed that public radio too often responds to listener complaints and concerns with "you don't know what you're talking about." So, they dismiss the fact that listeners in general hate pledge drives and many don't see the need for them. I don't. The manager of my local station makes close to $400,000 a year (according to Forbes), they have a fancy new building - recently expanded - prime real estate, with state of the art equipment (I've seen it). But they are still doing begathons several times a year. One poster says this is to get listeners involved. How about letting me get involved with the programming being covered by the pledge drive?

It's too bad back 35 years ago, the Carnegie Commission or CPB didn't set up repeaters across the country (like in Europe) and operate a national service so money wouldn't be wasted on all this expensive local bureaucracy and empire building. I wish NPR and PRI did do fund raising so I could give money directly to them, rather than the locals who seem just to get in the way.

 

[mwebster]

Re: When is it NOT?

Apparently, your definition of "FACTS" is: Something you agree with.

The mantra of public radio management is and has been: "the only method that is truly effective is going ON-AIR with pledge drives."

I don't believe it. I have never seen proof that anything else has even really been tried. I have never seen evidence that public radio really needs the portion of money that comes from listeners rather than corporate sponsors.

PS: I have not worked for a public radio station since college. However, that station, like other pioneer non-commercial stations operated by land-grant universities and local governments managed to do without pledge drives for 40 to 50 years. Of course, no fancy building (just a small walk-up over the university auditorium), no fancy equipment (much of it was second-hand) and shoe-string budgets.


>
> No, you're posting FACTS, compared to others on here.
>
> It's been a proven fact that the only method that is truly
> effective is going ON-AIR with pledge drives. The only way
> to effectively raise funds is to go directly to the
> listener. And that way is via the airwaves. Many stations
> continue to do other means of fundraising like 'one-day
> pop-ins', mailers, web-only days, but for the most part --
> it's on-air.
>

 

[XL]

Re: IMHO

> I know NPR does not dictate to stations when they do pledge
> drives. I am saying maybe they should.

Why should NPR do that?

> And I am saying maybe individual stations should look beyond
> their own selfish agendas and consider what might be best
> for public radio as whole.

Dude, their agenda is PAYING FOR PROGRAMMING and the salaries of the local staff that creates local content! If I was an employee, I wouldn't object in the least to that "agenda." What do YOU mean by "agenda"? Please explain how NPR dictating when stations should do their funddrives would be beneficial to public radio more than stations doing it individually?


> Specific pledge break versions of programs is a good idea
> but as pointed out in this thread, some stations still seem
> to insist on popping in and out of programs whenever they
> feel like it.

Not every show is "fundraising" friendly. Mostly your call-in talk programming like "Diane Rehm" and "Talk of the Nation". Morning Edition and All Things Considered are newsmagazines, so they are very easy to cut-up. You want to air the most compelling segments. This morning, Morning Edition aired an EXCELLENT interview with Paul McCartney. THAT is the kind of segments you do not want to cut.

> Mostly, I resent these local people going on and on about
> how I should support programming they are not allowing me to
> hear.

This is not a valid argument. Not in the least. How many days a year do stations actually do pledge drives? It's a fraction, plain and simple. Stations do two major funddrives a year (Fall - because it's the beginning of their fiscal year and Spring). Stations might have to come back in the summer sometime to do a few days to help make up the shortfalls from the other pledge drives. The core public radio listener (like myself) knows that stations have to have pledge drives.

> I have noticed that public radio too often responds to
> listener complaints and concerns with "you don't know what
> you're talking about."

No they don't. I DO! LOL

> So, they dismiss the fact that
> listeners in general hate pledge drives and many don't see
> the need for them.

Station personnel don't like funddrives. Of course, listeners are not a big fan of them. This isn't breaking news, man. The fact is, this is the most effective way for the stations to reach out to the listener via the medium they are using -- the radio!! Here in Cleveland, the public radio station makes their goal very obvious, they reach it and they'll shut up! If not, then they'll be back. They are not secretive about it.


> The manager of my local
> station makes close to $400,000 a year (according to
> Forbes), they have a fancy new building - recently expanded
> - prime real estate, with state of the art equipment (I've
> seen it). But they are still doing begathons several times
> a year. One poster says this is to get listeners involved.
> How about letting me get involved with the programming being
> covered by the pledge drive?

I will agree that station managers' salaries are a little much -- compared to the staff that is actually responsible for creating that content. The buildings are usually built by donors, public campaigns, etc.

> It's too bad back 35 years ago, the Carnegie Commission or
> CPB didn't set up repeaters across the country (like in
> Europe) and operate a national service so money wouldn't be
> wasted on all this expensive local bureaucracy and empire
> building.

That would be a stupid idea. The job of public radio is to serve their community and listeners. The ratings for public radio continue to grow every year. You're making comments that you have yet to back-up.

> I wish NPR and PRI did do fund raising so I could
> give money directly to them, rather than the locals who seem
> just to get in the way.

And if that happened, you'd be on a radio board complaining that your local public radio station does no local content. I would suggest you actually go down to the station and look to see their public file. If you actually did that, you'd see where the money actually goes to and you would know what you were talking about.

I need to start coming back to this board more.

 

[XL]

Re: When is it NOT?

> Apparently, your definition of "FACTS" is: Something you
> agree with.

You have yet to prove me wrong.

> The mantra of public radio management is and has been: "the
> only method that is truly effective is going ON-AIR with
> pledge drives."

Please show us all proven research that shows otherwise. I've seen research that backs up what I claim. Where's yours (and an unbiased source, please).

> I don't believe it. I have never seen proof that anything
> else has even really been tried. I have never seen evidence
> that public radio really needs the portion of money that
> comes from listeners rather than corporate sponsors.

Ah, here we go. You've never seen proof, but yet your stating mantra of public radio management. That's because they've seen the research, too! If there was a more effective way of pitching, they WOULD do it. Period.

> PS: I have not worked for a public radio station since
> college. However, that station, like other pioneer
> non-commercial stations operated by land-grant universities
> and local governments managed to do without pledge drives
> for 40 to 50 years. Of course, no fancy building (just a
> small walk-up over the university auditorium), no fancy
> equipment (much of it was second-hand) and shoe-string
> budgets.

You continue to throw these "fancy buildings" comments into your posts, as if it's supposed to prove something. It doesn't except that you haven't walked down to your local station to look at their public financial statements.

Public radio nowadays is very different and doing different things. It costs money to do news. You need staff. Staff that is actually in your building, not in another market phoning it in. To bring quality product, costs money. If you don't value that, then don't pledge. Those who do, do pledge. Let's not forget that funding from other sources has significantly decreased just over the past several years, let alone decades ago. It's a whole new ballgame.

> >

 

[Jefferson]

Re: IMHO

> This is not a valid argument. Not in the least. How many
> days a year do stations actually do pledge drives? It's a
> fraction, plain and simple. Stations do two major
> funddrives a year (Fall - because it's the beginning of
> their fiscal year and Spring). Stations might have to come
> back in the summer sometime to do a few days to help make up
> the shortfalls from the other pledge drives. The core
> public radio listener (like myself) knows that stations have
> to have pledge drives.

Strange...it seems like WHYY-FM has pledge drives that are of the same length and (lack of) quality on a bimonthly basis...8-10 days EVERY OTHER MONTH!...

And today as a last day was even more annoying as they kept on harping about having to raise a total of *$800,000* between the hours of 6 and 10AM! And they were *STILL* $500,000 short of their overall goal by 5PM this evening with nearly 3 hours left to go...

Yeah, that's supposedly the 6th largest radio market for you...

--
Jefferson Eng

 

[jpearce]

Pledge Drives

Just a couple of thoughts about pledge drives...

Some people are annoyed by them...but then they don't year-round "soft"
campaigns and they don't like direct mail, etc. In other words...they
don't like fundraising by us at all.

While the national program distributors set "coordinated weeks" it is up
to stations to set their pledge drive dates. We do three drives a year,
not just two. So, we use the "coordinated" week in the fall...but split
the difference in the spring doing one before the "coordinated" week and
the other after.

On-air fundraising is the only way to reach people who aren't already
contributors.

Public radio station's don't dismiss listener concerns...to the contrary,
our stations were built for our listeners by our listeners through their
communication with us and support (financial and otherwise).

J

 

[uncamark]

Re: Pledge Drives

> Just a couple of thoughts about pledge drives...
>
> Some people are annoyed by them...but then they don't
> year-round "soft"
> campaigns and they don't like direct mail, etc. In other
> words...they
> don't like fundraising by us at all.

Yeah, it is a damned-if-you-do, damned-if-you-don't situation.

In Chicago, it's going to be especially interesting. WBEZ (or "Chicago Public Radio") a month or so dropped their "Odyssey" midday show because it was tanking as a national program, despite its local following, and replaced it with BBC World Service. The screaming and whining on the station comment board has been constant and has been reignited by the start of the pledge period.

Of course, the majority of the station audience that mainly listens to the drive time NPR shows and the Saturday comedy will still bring the station through this drive while the minority bitches and moans.