2013 PRPD Public Radio Programming Conference

On-air fundraising is changing. These days, listeners have more options to access our content while avoiding our asks. Some core listeners are spending less time listening. Crowd-funding and other online initiatives may be impacting the general fundraising culture and the expectations of our listeners. Meanwhile, new fundraising strategies, including sustainer campaigns, are influencing the sound and rhythm of our on-air drives in both positive and negative ways. And many of us are puzzling about the best ways to coordinate our evolving fundraising efforts on digital platforms with what we should be doing on the air. This session explores the PD's leadership role in improving the sound and effectiveness of our fundraising on all platforms, our changing relationship with listeners and givers, techniques to reduce on-air fundraising minutes and retain listeners, and effective year-round on-air acquisition as a key strategy to limit on-air fundraising.