This "tool" is really a combination of three tools. None are really that new. BUT used together are strong, powerful and a growing trend. Most stations give them "some" focus BUT rarely grasp the wonders of tying them all together.
1) The "Never call a sharathon again" listener. THIS is a GOOD thing. Here is the current common model most stations say during sharathons: "You need to call even if you gave last time, because we don't automatically renew you." If you are using that model, you need to stop it. Wise up. Listeners REALLY get annoyed having to call during every sharathon. (I have had many listeners tell me this. They are annoyed that they are automatically dropped off and have to call in again.) SO, more stations are creating a "club" of listeners. This special "club" that gets in on special drawings and other prizes are those who have committed to give EVERY month- and will automatically be renewed each sharathon.
2) This model works BEST with "auto debit/ ACH" (it comes out of their credit/ debit card/ checking account each month. Those listeners see this as painless, hassle free and actually feel good about it. THOSE that choose to write checks are a tad annoyed each month that they have to do this. And are less likely to commit to it another year.
EVEN if it's a LESSER amount, like $15 a month- that someone is sending automatically via auto-debit, that is of MORE long term value to your station than someone committing to $30 a month if 1) They are going to by "dropped" and have to renew next sharathon and 2) If they are writing a check. Most of those will NOT keep renewing over long period of time. The auto debit/ auto renewed/ never have to call sharathon again donors will be a FAR more stable source of income.
It WILL change your sharathon some:
1) You will START sharathon with money ALREADY "on the rolls." Money you can count as 'donated/ committed" for the next year. (stations say the drop off rate is fairly low.)
2) You will have FEWER calls during sharathon for RENEWALS (since they are auto renewed) but MORE calls from those that never gave before.
So dive in and build this "club" of a small, quiet, but growing army of stable donors who give month in/ month out. And are more likely to "renew" each year. (since they are auto renewed.) OH- and feel free to read their names on the air during sharathons! Celebrate them and highlight this giving club. It will draw more in!
1) The "Never call a sharathon again" listener. THIS is a GOOD thing. Here is the current common model most stations say during sharathons: "You need to call even if you gave last time, because we don't automatically renew you." If you are using that model, you need to stop it. Wise up. Listeners REALLY get annoyed having to call during every sharathon. (I have had many listeners tell me this. They are annoyed that they are automatically dropped off and have to call in again.) SO, more stations are creating a "club" of listeners. This special "club" that gets in on special drawings and other prizes are those who have committed to give EVERY month- and will automatically be renewed each sharathon.
2) This model works BEST with "auto debit/ ACH" (it comes out of their credit/ debit card/ checking account each month. Those listeners see this as painless, hassle free and actually feel good about it. THOSE that choose to write checks are a tad annoyed each month that they have to do this. And are less likely to commit to it another year.
EVEN if it's a LESSER amount, like $15 a month- that someone is sending automatically via auto-debit, that is of MORE long term value to your station than someone committing to $30 a month if 1) They are going to by "dropped" and have to renew next sharathon and 2) If they are writing a check. Most of those will NOT keep renewing over long period of time. The auto debit/ auto renewed/ never have to call sharathon again donors will be a FAR more stable source of income.
It WILL change your sharathon some:
1) You will START sharathon with money ALREADY "on the rolls." Money you can count as 'donated/ committed" for the next year. (stations say the drop off rate is fairly low.)
2) You will have FEWER calls during sharathon for RENEWALS (since they are auto renewed) but MORE calls from those that never gave before.
So dive in and build this "club" of a small, quiet, but growing army of stable donors who give month in/ month out. And are more likely to "renew" each year. (since they are auto renewed.) OH- and feel free to read their names on the air during sharathons! Celebrate them and highlight this giving club. It will draw more in!
-Rick McConnell
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
