It’s time for yet another membership drive for our local public radio station.
I’ve drunk the Kool-Aid. MPBN charges my credit card every month. I don’t need to be sold on the importance of membership. I’d prefer to listen to NPR’s Morning Edition and All Things Considered in peace. But during these membership drives I can’t, so I choose to flip the dial.
Unfortunately, but not surprisingly, most listeners don’t give. They probably do need to be sold on the importance of being a member. But if I’m flipping the dial during these drives, how much more will they?
In direct mail fundraising and major gift fundraising, we can be selective. We can communicate with the individuals or groups that we want to. That doesn’t happen in radio or TV. Everyone gets the same broadcast, whether they give or not.
At least with TV you can DVR it and skip over the drives. I wish there were a Tivo-like option for radio!
There has to be a better way for public radio stations to fundraise incessantly badgering their core supporters. So what would you suggest stations do rather than this awful interruption marketing?