Question: If 60 percent of your personal income depended on you doing well in one 7-day period of your life, would you “wing it”? Would you rely solely on your memory to raise the money you need?
You can always tell when a programmer hasn’t attended a “How to Beg” or the Radiothon meetings.
Invariably, the person sounds disorganized, misinformed, and inept on-air when talking about the fundraiser to listeners. He (or she) gives the wrong facts, tries to trick the listener into giving, or even ridicules the listeners for not giving.
It’s really pathetic and embarrassing … for both the guilty programmer and the station itself.
If only the person had attended one of our prep sessions!
Did you miss the meetings? This website is a poor substitute for a live in-person interactive experience with your fellow staff members, but … it’s better than nothing.
Excuses, Excuses, Excuses
Every year I hear people say they aren’t attending a “How to Beg” because they went last year … or the year before … or a few years ago … or they “don’t need it.”
Usually, I take them at their word.
I assume that these people have the outlines or scripts they used last year and they are going to look them over in order to get ready.
I also tell myself that they probably have a recording of their last fundraiser show and they will listen to it in order to remember how to do a fundraiser.
And then I listen to them do their fundraiser show.
Some of these “How to Beg Avoiders” actually do okay, but have room for improvement. Invariably, a lot of people sound disorganized, misinformed, and inept on-air when talking about the fundraiser and the station.
In other words, they didn’t have their outlines or scripts and they didn’t have a recording of last year’s show. (If they did, they didn’t refer to either one.)
They relied on their memory as to what to say … and their memory failed them.
Do you remember what you said during the fundraiser last year?
Do you remember how you sounded during the fundraiser last year?
Do you even remember what you had for lunch last Thursday?
Why we need “How to Beg”
|
“[How to Beg] gave me an idea of what is important to say and what isn’t, it taught me why people listen and donate, it gave me a better idea of how to plan out my begging, told me what not to say (this was important) and gave a general impression of why the telethon is essential in the first place.” (EG)
|
In case you haven’t noticed, we do a fundraiser ONCE a year.
ONCE a year.
It is the single-most important event in the station calendar … yes, even more important than any Studio-Arama, the Hessler Street Fair, and every Live From Cleveland combined.
As of 2017, the fundraiser makes up 60 percent of our funding. Yes, 60 percent.
If 60 percent of your personal income depended on you doing well in one 7-day period of your life, would you “wing it”? Would you rely solely on your memory to raise the money you need?
Of course not! You would prepare, practice, and really make sure to do your best to ensure success. You would probably get some type of training, too, wouldn’t you?
That’s what “How to Beg” is about: Training. Getting you ready for a successful fundraiser for the station.
It’s For Veterans and Newbies
If you’re a telethon “veteran”, the session can serve as a refresher and motivator to do better this year. Plus you have the great opportunity to share insights and “lessons learned” with the newer staff. You walk away feeling energized and more confident of your abilities.
If you’re a telethon “newbie” the sessions serve as a quick education in the basics of what to say, how to say it effectively, and what to expect during the actual fundraiser. Plus, you get insight from the veterans. You walk away feeling energized and confident that you have the material to build an effective case to the listener for support.
In short, the “How to Beg” sessions are for EVERYONE.
Considering how important the fundraiser is to the station …
…and how little we remember from year to year about the fundraiser …
… I believe it is a mistake to think you can get through another year without attending one.
Avoid Mistake #1
The best way to avoid Mistake #1 is to attend a “How to Beg” session!
In Conclusion
The success of the fundraiser depends on YOU … and how you interact with the listener.
The way YOU package what you’re going to say to the listener …
… the attitude you convey about the fundraiser …
… and your overall enthusiasm will be the driving force in how generous our listeners are this year.
Get the training in how to be more effective. Attend “How to Beg”.