[JPL] Fundraisers - Host Or Music?

Nancy Houle nancy at jazzsolution.com
Mon Aug 14 10:58:37 EDT 2006


In my experience, I've seen popular hosts rake in more money
than their peers as a direct result of their loyal following.

However, listeners are creatures of habit. If its habitual
to listen to a particular station - I'm guessing (no stats to back this up)
people will remain with that station
regardless of host (providing programming stays within their likes).

Are people loyal donors because of  the host or station?
In the short term, I would guess people are "extra motivated" to donate
because they "feel" a connection to a particular host.  But in the
long-term, we are giving because we are supporting a habit - that we human
creatures rationalize to be an "important cause".

Here's how we approach fundraising.
It's the "What's in it for me" test.

We are currently fundraising for the local sympony.  One thing we realize
with donors and sponsors is that there is one question we must answer before
making an ask:  If we put ourselves in the donors shoes, the question will
be "What's in it for me?".

i.e: If I support the symphony, what will I get?  I will get tickets, back
stage access, t-shirts, enjoy my lifestyle choices, free advertising and
know that my money is supporting local artists.

Same with radio fundraisers.  If I support this station, chances are I will
get an opportunity to listen to more of the same (which I like),
recognition, my name on a website,  get a t-shirt, I need the tax reciept,
and I get to feel good about supporting my local station and I happen to
really like that radio host...

Nancy






----- Original Message -----
From: "Eric Jackson" <eric-jackson at comcast.net>
To: "Jazz Programmers Mailing List" <jazzproglist at jazzweek.com>
Sent: Monday, August 14, 2006 10:28 AM
Subject: Re: [JPL] Fundraisers - Host Or Music?



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On Sunday 13 August 2006 14:32, Jae Sinnett wrote:
> -------------------------------------------

>
>   My questions......I'm curious to know what others think about
> this....during the fundraisers do you think listeners pledging more for
the
> host or music? I think about some of the programmers on this list......and
> think what if Eric, Bobby, Linda, Tom, John....etc....had some subs for
> their fundraisers - what would the result be? Have any of you experienced
> this? What were the results? I see what many are playing and in many cases
> it's not that different and it's interesting how varied the results can be
> during the fundraisers. Just curious........
>
>   Jae Sinnett


When I first started at WGBH, the on air host didn't do any fundraising.
What
we called "talent" did all the fundraising. Actually I thought that was
strange since I had worked at one of Boston's other public radio stations,
WBUR and I had to participate in the fundraiser there. At WGBH I eventually
just opened my mic and started fundraising with the talent. That started it.

Years ago WGBH was doing a fundraiser and I was sick. They tried a night or
two and then they gave up. They felt that people didn't give when I wasn't
there. If I need to be off, generally WGBH doesn't fundraise on my show.
That
means I try never to be off during a fundraiser and I turn down offers to
host or participate in other community events.

Eric Jackson
8 pm - mid Mon - Thurs
WGBH Boston
89.7 FM
www.wgbh.org/jazz
www.wgbhblogs.org/jazz



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