Please Print or Write Legibly • Your name • Your station and location • What do you need most for your station? • How do you currently fund your station? • (college funded, underwriting, pledge drive?)
Pledge Drive vs. Institutional Funding • You’re not competing against other programs or projects. • Administrators are grateful to be relieved of making hard choices.
Pledge Drive vs. Underwriting • Fund raising becomes a shared responsibility, not just one person’s. • Minimal production and scheduling • No proof of performance • Potential underwriters call you!
Why a Pledge Drive? • Colleges are strapped for money • Your station could be costing your institution a lot of money. • Radio licenses are still a valuable financial asset (i.e. marketable).
Why a Pledge Drive? If your station isn’t part of the solution, Then it’s part of the problem.
What You Need • A telephone • A computer • A simple accounting database software • Peachtree Accounting • Quickbooks
What You Need The Will To Do It.
The Pledge Drive Timeline Making It Happen
As far In Advance As Possible * If it does not exist already, establish a separate account number for funds specifically for the station. Money must be earmarked for the station, not for “general funds.” * This is an FCC Guideline
As far In Advance As Possible • Work with the college IT department to establish an on-line giving website. • You must have a method to take credit card pledges
As far In Advance As Possible • Decide on a “theme” for the Pledge Drive. • Decide on a specific use for the money that you’ll convey to your listeners.
As far In Advance As Possible • Establish a list of stations, with addresses, emails, telephone numbers and fax numbers in your area. • A state broadcasting directory is a good start but also use the web and phone book. Connect with friends and former students at the station.
Six Weeks Prior to the Drive • Finalize T-shirt design and cap design. Visit vendor to check on item. • Vendor must have examples of work on site, do not view and select from catalogs. If quality is unacceptable, go out for bids on items. • Specify shirt brand, color, one ink, two inks, etc. • Make sure they have photoshop and can receive designs over the web.
Six Weeks Prior to the Drive • Check to make sure lots of bumperstickers, paper, toner and envelopes are on hand. • Your software package will specify an window envelope size. You will also need 1000 small security envelopes for enclosure for remittances.
One Month Prior to the Drive • Finalize a “Pick-Up-And-Pay” Party location and time. • Include this information on your customized Peachtree Accounting or Quickbooks invoice. • Put your graphic logo on the invoice template
One Month Prior to the Drive • Print letters and information sheets to businesses asking for donations. • Begin airing “Appeals to Businesses” for donations of gift certificates to be used as premiums. • DJ’s should begin personally contacting businesses for gift certificates.
Three Weeks Prior to Drive • Send first letters/fax/email to all local radio and TV stations, asking • for guest DJ’s. • Don’t forget the college dignitaries - Chairperson, Dean, President.
Three Weeks Prior to Drive • Send memo to authorities requesting special parking areas be set aside for guests. • Coordinate with your campus TV station
Three Weeks Prior to Drive • Ask campus restaurants to supply food for the staff and volunteers during the drive.
Two weeks Prior to the Drive • Arrange for extra telephone lines and handsets to be set up in work area. • Establish a Pledge Drive Phone number, usually your request line. • Do not answer the request line during the Drive
Two Weeks Prior to Drive • Send a second letter/Fax to local stations, asking for guest DJ’s. • Prepare a detailed script for the people who will answer the telephone. If you are taking pledges on paper, write “Print Clearly” on it a million times.
Two Weeks Prior to Drive • Write and record several generic “Pledge Drive Drops” asking for pledges to air during Pledge Drive Week.
Two Weeks Prior to Drive • Work the PR angle. Notify the local paper, college newspaper, local stations, and the Public Information Office at your institution. • Establish a sign-up sheet for your DJ’s to sign up for time to answer the phone. The rule of thumb is three hours of telephone answering for each hour on the air.
One Week Prior to Drive • Get telephone confirmation of Guest DJ times. • Send confirmation emails, including maps to the station, to guest DJ’s. • Enter premium items in data base. • Label premiums.
Fun and Chaos! Be flexible and enjoy the ride Take pictures of your guests and post them on your website or use for publicity. Use Twitter and Facebook. Ask Special Guests to record appeals. Have a script outline ready. Keep a daily total of pledges received, announce, and post it.
Pledge Drive! • Announce the name of everyone who pledges on the air. • You cannot thank people enough! • They love hearing their name on the air!
Week One and Two after the Drive • Arrange for extra staff hours to be around to distribute premiums. • Send thank-you letters to all the guest DJ’s. Tell them the total pledge amount.
Three Weeks After the Drive • Arrange a work day to have staff mail the “Reminder” letters, and to make follow-up phone calls for “Returned, wrong address” letters.
Four Weeks After the Drive • Hold the “Pick up and Pay” Party
Six Weeks After the Drive • Submit final tally and/or donation sheets to the institution’s financial office. • Announce total return.
Non-Monetary Benefits • Builds station teamwork • Connects you to your listeners • Provides “Ratings” without paying for Arbitrons • Positive publicity for the station • Live, spontaneous programming!
John OnderdonkKSYM-FMSan Antonio College firstname.lastname@example.org