From category archives: Grow!

Business Development

How to Avoid Sounding "Too Commercial" at Your Station

How to Avoid Sounding "Too Commercial" at Your Station

"Too commercial!" That's what the manager said about his station's air sound. He was concerned to be losing both listeners and donor income. And that's why Advocace analyzed the best practices of high-achieving listener supported radio stations. See what we discovered in this 1 minute video!

Then, give us a call at (972) 304-1100 to talk about how we can help with Business Support and Underwriting for your station.

Paul_Too Commercial

Choose Your Underwriters Carefully

Choose Your Underwriters Carefully

This morning, Rob, the guy who owns the auto mechanic shop drove into work thinking about how to fix cars.  Sherry, a local dentist opened the office door and thought about the patients she will see today. John, the plumber, fixed a leak before the other two even opened their eyes that morning. These three were not thinking about sponsoring a radio station. Nancy runs the local, Christian radio station. She knows that Rob, Sherry, and John would be great sponsors for her station. However, she understands that business leaders generally think about operating their business more than growing their business with Christian radio sponsorship. So, how can Nancy grow profitable partnerships with these three business owners? Nancy Builds Relationships Nancy knows that starting and creating strong business relationships takes time, effort and perseverance.  Sure, a few businesspeople call the station, but often the call-ins have little ability to afford advertising or may not be a good fit for her stat ...Read more »
Helping Leaders Make Good Decisions In An Indecisive Time

Helping Leaders Make Good Decisions In An Indecisive Time

Over the next few weeks, the Average-Leader will try to defer a decision until after the election.  Above-Average-Leaders know that the best time to get an advantage is when others freeze. How do you help Average-Leaders gain an advantage while others stay slow?  Some ideas: Keep leaders focused on their objective, not the distractions.  Many of us believe this election is pivotal, but we more deeply believe that the objective we have in our organizations is of far greater importance.  On the day after the election, the leader will still need to move toward their goals and objectives.  A good question to ask leaders who are caught in pause mode: “If your objective is more important than the election results, what can we do today to pursue your objective?” Recognize the outcome of the election has little to do with short-term issues.  If the leader’s organization needs more income—a very safe assumption—they will likely still need more income on November 7.  The circ ...Read more »
Daddy, Why Is Grass Turning Brown Again?

Daddy, Why Is Grass Turning Brown Again?

My friend’s son asked that question.  We were excited that his son was starting to understand the cycle of seasons—in the fall, the grass turns brown. In the spring, the grass turns green. When you understand the changing seasons, you’ll also know how to prepare your home and your car.  You’ll know which clothes to have ready for chilly mornings in the fall or winter. When you’re three years old, you can start keeping up with seasons to help you live. What if we discovered that there are ‘macro-seasons’? Macro-seasons could be longer stretches of time for cycles to occur.  What if the cycle was about the same length as a human life?  It would be hard for us to see, but once we recognize the pattern, we could better relate to people seeking Christ, to people looking for products and to people finding fulfillment in giving generously to non-profits. The Pendulum Swings Pendulum by Roy Williams and Michael Drew shows that these ‘macro seasons’ are real.  Pendulum looks at history and ...Read more »
Making Decisions In A Funhouse

Making Decisions In A Funhouse

As I walked through a tourist area, something caught my eye: It kind of looked like a reflection of me, but the image was warped and distorted.  It was a funhouse mirror!  Wow!  What if I used that mirror to shave in the morning?  What a disaster it would be! If you can’t measure it, you can’t manage it. You and I make a lot of decisions that impact other people every day.  If the information that we use to make those decisions is inaccurate or misleading, we could make a mess of things.  Whether spending money on a capital improvement or deciding on the kind of development campaign, getting clean data is the first step. We’ve discovered management data can take three forms: Clean. Clear information that speaks to the core of the issue.  The data is trustworthy, speaks to the issue and is simple to understand. Incomplete. Information that is obviously missing key components.  As managers, we see that the data is not to be trusted. ...Read more »
My First Radio: A Great Companion

My First Radio: A Great Companion

RaleighTransistorRadio_250wI have fond memories of listening to Dallas' KLIF the Mighty 1190 through my Raleigh transistor radio. I took that little transistor companion with me on family vacations and listened to KHJ in Los Angeles and KJR in Seattle.

Although today's technology delivers convenience better selection and sound quality, it doesn't bring the companionship that great personalities do.

My friend Chuck Gratner when he led KOJO in Dallas during the 80s said it well:

At its' best, each medium has its' advantages:
At its' best, television entertains best.
At its' best, newspapers inform best.
At its' best, radio companions best.

Keeping New Year’s Goals Alive...and Major Gift Goals, Too!

Keeping New Year’s Goals Alive...and Major Gift Goals, Too!

New Year GoalsNew Year's goals stay vibrant with constant feeding.

We prayerfully consider our goals, but often I don't as prayerfully consider my actions in pursuing those goals. Whether the goal is about losing weight or increasing income from major gifts, the first steps pave the way to more achievement.

A good friend once shared that every time he would meet a new major gift prospect, he would set a date for the first time he would ask for their help at his radio station. That gave him time to develop a relationship that was genuinely caring without the pressure of asking for funding. When the day would come (typically four to six months later), the ask for a gift came naturally.

Help your partners—even with Facebook?

Help your partners—even with Facebook?

"No one wants to buy radio anymore, so we're selling Facebook," said the radio station manager. I've known him for a long time and seen him as a strong manager of both commercial and non-commercial stations. He is now at a non-commercial station and talked about the great difficulty his Business Development Representatives are having with getting appointments today. He said his business development representatives are now opening conversations with prospects by saying, "How's Facebook working for your business?" The rep probes to hear what the prospect's desire for his Facebook marketing. Most businesspeople are discovering that Facebook marketing is not as easy as what they read in the press and they become dissatisfied. The rep keeps discovering more about the business prospect by asking more questions. The rep makes it clear that he is more interested in hearing about the prospect's business than telling them about the work he does at the radio station. When the prospect asks about the rep's work, he say ...Read more »
Four Steps to Growth With Limited Relationship Capacity

Four Steps to Growth With Limited Relationship Capacity

As the manager detailed that his business development efforts were not meeting his expectations, I asked him how many people his reps could handle at a time. He looked puzzled—then his eyes lit up.  He got it.  It was simple math. Advocace’s research shows that a successful business development representative can have about 17 active accounts per month.  During the fourth quarter, the number might go up a bit, but it will go down about the same amount shortly thereafter as the active account count regresses to the mean. Growing 17 Active Accounts So, how do you make the most of those 17 accounts? Have a deep relationship with prospects and clients.  Find out the real issues they face and provide a solution with your products and services. Grow your average customer spend.  Ask prospects to participate in new promotions and increased service levels.  Offer something new to each account each month—even those who make an annual commitment with you. ...Read more »
Raising Big Donations for the Super Bowl

Raising Big Donations for the Super Bowl

When the Super Bowl XLV Host Committee wanted to win the biggest game of 2011, the committee knew it also had to win about $25 million in donations to land the game for Dallas-Ft. Worth and get the area ready as a successful host.  Legendary football quarterback Roger Staubach, President of the host committee, turned to Bill Lively—the man who raised $338 million dollars for the new Dallas performing arts center.

Bill Lively is a hero in Dallas.  Not just for funding the Super Bowl host committee needs, but also because he is a master of the ask.  He isn’t afraid to ask for big sums to propel his vision.

The Dallas Morning News profiled the master fundraiser in an astonishingly candid article about fundraising. Take a few moments to enjoy the article (link below) and you’ll see that, even when you’re asking for $42 million dollars in a single gift, there can be tense and funny moments.

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