In fact, the music that so many stations are built on is now on smart phones and will soon be coming to cars via mobile wi-fi.   Yet, with all of this, I believe Christian radio has never had a greater opportunity to make a difference. We will look back and see these changes as the hand of God making Christian stations more relevant and more important in listeners lives.  The future can be ours, if we are willing to embrace it.

Radio remains a powerful platform for embracing the new media future.  Other formats envy the close knit relationship many Christian music stations enjoy with their audience.  I tip my hat to the smart programmers (and a few fellow consultants!) who have helped build such vast and loyal followings for so many stations around the country.  We've been amassing an audience, now we are about to find out why.

Many stations have within their listening base all of the funding they are going to need to embrace the digital future and fulfill their destiny to become the hub of the Christian community.  It is going to take money, though.  Lots of money.  We're talking about cash for high-powered computer work stations, digital cameras (still images and HD video) software, smart phones and a whole host of peripherals. It will take all of this (and probably more) to transform everyone on your team into a "new media professional."

There will be some added operating expenses for software subscriptions, events and other goodies to keep you connected to an army of volunteer foot soldiers who wil ensure your success.  Many stations have had to cut staff in recent years, and the digital, multi-media platform of the future will demand that they find ways of adding back some manpower and expertise.

There is no getting around it, your ability to seize the moment depends on how quickly you can secure the necessary funding.  So here are three secrets to raising the money you'll need:

1. The future belongs to those with a vision - A vision is more than a laundry list of the pieces of equipment needed so you can embrace the brave new media world.  It is an inspiring plan that builds confidence in your ability to actually accomplish your goals. You must paint a picture of what that brave, new world will be like, and make the case for why it is going to be worthwhile. Your presentation has to be vivid and real. So real, in fact, your donors can almost "taste and see"  the results you could achieve with their dollars.  You must focus on specific outcomes. How many more people could you reach if you only had a marketing budget? What is your potential reach deploying a new social media strategy? How could a beefed up smart phone app change lives?  A vision takes time to create, hone and explain. Pray. In fact, start the process by organizing a prayer network for your station if you don't have one already. Get your whole team involved, do plenty of soul searching and ask God to give you a vision for how your ministry can grow the Kingdom.  Get a vision, shape it, mold it and learn how to share it in the most compelling way possible.

2. Donors will expect to play a vital role -  We often assume that once someone has given a donation, they feel like their part is all done and they don't want to hear from us again.  Nothing could be further from the truth.  A gift is merely the beginning of an on-going relationship. Donors want to be thanked, informed, engaged and involved.  Few non-commercial Christian radio stations really understand this.  Until now that hasn't stopped them from doing on-air fundraising or selling underwriting and keeping expenses in line to stay afloat.  But now the stakes are higher.  It will take every dime you are raising now and then some to make it in the years ahead.  Where will you get that kind of money? Major donors. There are people who are regularly listening to you who will give in support of your vision, but they want more than to just be asked to write a check. They want to be involved in what you are doing, and they want to be kept informed.  Failing to engage and inform major donors is perhaps the biggest mistake non-profits are making today.  So as you plan, build in a system for making progress reports where you will share demonstrable evidence that your vision is becoming a reality.  Along with that, think long and hard about how you can form teams of donors to engage them in your ministry in new and meaningful ways.  They can provide valuable input, connections to others in your community and important ideas for fleshing out your vision.  Until now, radio hasn't really been a team sport. In the digital age, your "network" will be a vast interconnected group of fans who will support you and count on you to keep them interconnected. For major donors, consider breaking the needs of your digital future project into individual-sized chunks and seeking funding separately for each.  This gives key supporters a sense of ownership and provides them with an intangible benefit...An on-going connection with you and your project. 

3. You've got to sell it face-to-face -  Although our personalities often loom large on the airwaves, many of us prefer a background roles when it comes to being out in public.  That has to change if you are really going to get serious about casting your vision for a whole new group of potential supporters, or even if you are counting on the major support you will need to embrace the digital future from your existing base of donors.  You have to get out of the station and meet people face-to-face in their homes and workplaces. This is going to require you to re-order your priorities, which may include delegating some of the things you actually like doing around the radio station.  You may have to give up an air shift, be a little less hands-on when it comes to picking the music or assign someone else to write the newsletter.  In many cases, it involves stepping away from micromanaging and stepping up to the plate as a leader.  Leaders delegate and learn to trust those they are leading.  Get organized, get help and get going.  Personally contact your major donors (those giving above a certain dollar amount, say $1,000) and get to know them. Create a plan to engage them frequently in special ways to stay connected to your ministry.

To sum up, your future depends on your ability to cast a compelling vision and to engage the right potential donors.  It will take a new skill set, a lot of focus and a good deal of dedication.  Along the way if any of us at Advocace can be of help, please don't hesitate to let us know.  We're pulling for you and truly believe Christian radio's best days might be just ahead.