Dan, - I really want to encourage you to become more proactive about your fundraising.
About contacting your local news outlets. It may sound old fashioned but I'd recommend still using traditional mail for your first contact. Take some time with Google to learn more about the best way to format and write a press release. If you haven't already, take the time to design a logo for use in the letterhead of your press release. You have to present yourself in the most professional way. They have to understand from the start that you are serious about the rollout of this radio station. It's all about first impressions.
Find a low cost domain registrar and host and obtain the domain name for your radio station now. Use that domain in any e-mail relating to your station. A personal e-mail address through a local ISP isn't good enough. Build a basic website detailing your efforts and include the URL in all mailings, press releases, contacts, even in your signature on radio discussions.com. Create that Facebook page and include a link on the website. Update the Facebook page regularly. Build a You Tube Channel with video of the artists you'll be playing on your station. Update it regularly and link it to the website.
You need to put together a press kit that explains your current needs, plans, timeline and goals and get it into the hands of your local media. You can also use that kit as a takeaway when first meeting with local pastors and businesspersons regarding fundraising. Let me suggest that you produce and include an audio example of what your radio station will sound like. Leave a space in that audio example where you can drop in a specific produced message about the business or church you're meeting with to give them a better idea of what their message will sound like on the air. Create a Sound Cloud account, upload a generic version of the audio demo and include a link to that audio example on your website.
You need to expand your outreach to more that just the few churches you plan to air on your station. It would be a mistake to limit yourself to a specific theology or denomination. You can't afford to become known as just the "Presbyterian radio station." Make initial contact by letter. Ask for two meetings. Make the first meeting about getting to know who you're meeting with, not about yourself. Ask questions about what is important to the church or the person you're meeting with. Leave them with some printed information about you and your efforts. Then, take the information you've gleaned from that first meeting. Use it to build a specific request for funds, add that audio message to your demo and meet with them again.
Make sure you take full advantage of what you've learned in that first meeting. Adapt your fundraising request from that information. Rather than just rebroadcasting a Sunday service, consider targeting programing to a specific ministry of that church…youth, senior, singles, missions. Find ways to include what's important to that church in short form two minute or less features in drive time along with more long form Sunday morning programming. Obviously, make sure they understand what their on air underwriting message will sound like. Take an mp3 player with good sounding small external speakers and play their specific audio example in the meeting. Include a Sound Cloud link to their targeted demo audio in the printed material you leave with them at that second meeting.
Again, whether you're talking with a local pastor or a local businessman, get to know them in that first meeting. Then use what you've learned in the second meeting. Build your request for funds in a printed form around that information. Understand that not everyone can contribute at the same financial level. Create several levels of giving for your radio station. Rather than ask for an open non-specific contribution, approach them with a specific figure in your funding request. Make sure all is clear in the printed material you leave with them at that second meeting.
Beyond local churches, use your personal contacts to reach out to local businesspersons and para-church organizations. Talk with the customers of your lawn care business. Talk with your doctor, dentist, lawyer, accountant, insurance salesman, etc. Explain your goals. And ask if they know of anyone who might have interest in helping you with your startup. Pursue introductions from your personal network to others you don't now know who you can further help in your fundraising.
And certainly, yes, pursue a story option with your local TV newsroom as well as your local newspaper. Make a first contact to find specifically who you should be talking with in those newsrooms. Then direct your initial press release to that specific person. Does your local TBN affiliate do a local "Praise the Lord" broadcast? Find out who hosts that local edition and push for an on camera appearance on the show. Do you do any print advertising for your lawn care business? Contact your sales representative with information on your radio station, give an idea as to what future buy you might have with the newspaper and see if they'd be willing to give you some advance publicity in the form of a print story in connection with a future ad buy.
I'm sure there's a lot that I've left out in this message. Please, if anyone else has ideas or opinions regarding how Dan can further develop his fundraising efforts, write it up. And Dan, I'm sure you know that you have only until August of 2015 to get this radio station on the air. Don't fool yourself. That's not a lot of time. And I'm sure you understand that if you don't hear back after your effort at a first contact, keep reaching out to them. Don't accept a "no" or "I don't have time now." Keep pursuing those meetings. You can't afford not to.