In Reason #1, I outlined one of the reasons listeners don’t donate. It was “No Need (for the premium(s) you are offering).” The solution to combat this reason was to think about what premiums might actually appeal to your listeners and offer them a variety of options during your show. Now, here’s reason #2
No Hurry
In other words, the listener wants to make a donation, but is “no hurry” to part with his or her money and actually place the telephone call … or donate online.
Your Telethon Goal: Create a Sense of Urgency
Your challenge during the fundraiser is to create a sense of urgency to donate “right now, while you’re thinking about it”.
Listeners are more likely to call when their radio is on, and when they are listening to you, or when you start playing music after making an appeal to donate.
Listeners will be less likely to call once they turn their radios off.
They will forget all about you after getting out of their car and going into work.
They will forget you the moment they shut off the car before going into WalMart to buy paper towels.
They will block you out of their mind when they walk in the door of their home to greet their pets and loved ones.
“Call Right Now!”
Urge your listeners to call from their cell phone (“it only takes a couple of minutes”).
Note: if you are a champion of the phrase “hang up and drive, you idiot!”, then you might urge your listeners to “stop your car, and call from your cell phone. It only takes a couple of minutes and you can get back on your way”. (They probably WON’T stop, but at least you’ll feel better.)
“The Only Time This Year …”
Remind your listeners that this is the “one time of year” we do this fundraiser. This is their only chance to support WRUW this entire year. This is the only time they can support your show. This is the only time they can get the gifts we have to offer. They get 7 magical days … and then they’re out of luck for another whole year.
“Waiting is a bad idea …”
There will be fewer music premiums to choose from. A lot of the music CD’s we have are available in extremely limited numbers … like one, two, or five copies. For example, I remember two programmers on last year’s fundraiser talking about how a lot of the good heavy metal CD’s had been grabbed by listeners earlier in the week.
Or maybe your show is the last show of a particular format (or the only show of a particular format). Stress how important it is for listeners to support your format and “vote” for how important it is to them.
I’ve heard Cousin Jimmie say phrases like “The folk audience is a small audience. That’s one of the reasons you don’t hear this format on commercial radio, and that’s why we need to hear from each of you out there listening right now.”
But don’t be “hyped up” about urgency
Remember to temper your enthusiasm: Don’t freak the listener out with an over-inflated sense of urgency. You’ll just scare them off if you’re too fixated on it and figuratively beat them over the head with “Donate now! Donate now! Donate now!”
Also, you can’t just say “It’s Telethon Time, Call now! 216-368-2208” and be done with it.
Your listeners will not call if you haven’t given them enough compelling reasons to support the station in the first place. Remember to stress that …
- we use their money wisely,
- that we are a non-profit,
- that we depend on listeners for half of our budget,
- that they hear their money at work every day on the station, and
- that we are all-volunteer.
Listeners need compelling reasons to part with their hard-earned money … JUST LIKE YOU DO!
Yes, they can donate anytime, but …
It’s okay to remind listeners that they can call us or go online to donate any time, 24 hours a day throughout the week.
Just remember to create a greater sense of urgency that they donate as soon as possible, preferably “right now” before they forget!
Reason #3 that listeners don’t donate: “No Money” (aka “The Big Lie”)