In the competitive radio market, this commercial station owned by a non-profit ministry needed to develop a hybrid financial model, using both commercials and listener support for funding.
WHAT WE DID
Our messaging strategy integrated the “community support” concept. When the station conducted on-air fundraisers, we provided listener stories that focused on the value the station provides to the listener.
WHY WE DID IT
In a word: ownership. As listeners grasped their role in the radio station’s success, their support was overwhelming.