Record-breaking fundraising results
How strategic communication and audience-focused content transformed declining fundraising into record-breaking results
Why This Matters
This work was completed during my time working for a not-for-profit broadcasting station and represents the foundation for the strategic communication approach I now bring to consulting clients. It demonstrates how organizations can evolve their content and communication to better connect with audiences demanding more.
The Challenge
A Top 5 market regional public broadcasting station was struggling to meet radio fundraising goals.
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Consecutive fundraising drives struggled to meet goals and extended beyond scheduled deadlines
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Listener complaints about the length of the drive and the programming interruptions
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The existing content and messaging approach was limited and generic
Objectives
I was brought in to completely revamp their fundraising strategy through strategic communication and audience-focused content. My work included:
Audit existing fundraising content and messaging
Develop a new strategic communication framework
Create content that would resonate with their specific audience
Work directly with on-air talent to improve delivery
Work directly with on-air talent to improve delivery
From Strategy to Execution
Content Audit & Strategy
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Conducted comprehensive audit of existing fundraising content & messaging
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Identified ineffective patterns, word choices, and repetitions
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Studied listener pain points and barriers to connection/giving
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Developed new strategic communication framework and content development plan
Content Creation & Production
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Wrote scripts for on-air talent (short roll-ins to full programs)
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Created and produced original content
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Developed content partnerships with national producers, talent and programs
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Booked celebrities for special shows and segments
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Edited existing content for improved effectiveness
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Produced live breaks and shows
On-Air Talent
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Coached new and veteran on-air talent on delivery and messaging
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Provided real-time feedback during live fundraising drives
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Served as on-air talent when needed
Results
Fundraising records were set
The station broke fundraising records for hourly, daily, and campaign totals, and goals were reached faster than previous drives.
Positive listener feedback
The president and CEO reported unusually positive listener feedback during the fundraising drives, replacing prior complaint calls.
CASE STUDY HIGHLIGHTS
Notable Highlights
Engaging Audio Stories
I learned from the station team that listeners would resist even good messages because staff 'was paid to do that.'
I conducted interviews with repeat donors and turned them into content to play during drives.
These "stories" were mentioned as part of listener feedback.
Community Effort
Special time-sensitive strategies were designed to inspire people to give now, but had to be messaged with a focus on community collaboration.
This included power hours (special hours where listeners could have their donations matched, and limited-time thank you gifts).
TV to Radio Success
They also had a TV station, and I helped their fundraising efforts as well. I learned that some of the gifts, programs and strategies translated well to radio.
This also inspired me to create the first Monty Python Fundraising Special for radio. I got Eric Idle to "host" it.
Area-Specific Content
I found pre-produced content from national voices used generic language like 'this station' - making it obvious these were syndicated messages, not personalized to the station.
I wrote scripts for many of these names to specifically mention the station and surrounding cities.
"Scott Murray is a consummate professional who epitomizes intelligence, creativity and customer service. He is a natural strategic thinker who can visualize all aspects of a project from conception to completion. He makes every member of a team feel valued, and working with him ensures a positive experience for everyone involved."
Mary Anne Alhadeff
President & CEO (at this time)
Is your messaging not getting through to your audience?
You can have adequate resources, great intentions, and a polished message - but results can still fall short. Is you're content struggling to stand out and generate a response?