Posts Tagged 'Business Development'

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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 »
Introvert

Introvert

How do you tell an introverted pathologist from an extroverted pathologist at a party? The extroverted pathologist looks down at your shoes. Today's leader finds great challenges managing people of all personalities. Introverts can be especially challenging--and our non-profits  are filled with introverts. Introverts comprise a large community of non-profit people--especially those who have a good creative or service bent. I have seen an entire NPO staffed with introverts--even the development officer! In fact, research shows that more than 60% of the U.S. population is introverts. Introverts are not necessarily shy. Many love to speak in front of large crowds. Psychology Today says introverts are drained by social encounters and energized by solitary, often creative pursuits. Introverts may socialize easily, but just prefer not to. In an industry (non-profits) that is totally centered around building relationships in the community, how do managers lead their introverts into the community ...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.

Facebook ‘Likes’ Assemble Your Customers and Donors

Facebook ‘Likes’ Assemble Your Customers and Donors

What sounds like middle-school gossip can mean more frequent customers and more loyal donors to marketers.  Soon, Facebook will permit marketers to mix their ad messages with users’ regular news feed. So, your Facebook news feed will show your friends’ regular posts and ad messages will be interspersed.  This could be very good for marketers.  After all, more than half of Facebook viewing is from a mobile device and the layout just doesn’t have room for the right sidebar ad area. But there’s a catch: the user must ‘Like’ the marketer’s page for the ad messages to appear in the flow of the news feed. The new features are called “Premium on Facebook” and could be a great opportunity for marketers and non-profit organizations: During a fundraiser, listener-supported radio stations can buy a place in the news feed of those who ‘Like’ the station At the end of the year, a non-profit can make a specific offer through the news feed Marketers can craft a specific offer to increase frequency of use ...Read more »
“The only way this station will grow is to go outside these walls."

“The only way this station will grow is to go outside these walls."

We were in one of those tense meetings that is unique to radio stations. The station manager, sales manager and program director looked at the Arbitron numbers and then at the station revenues, provoking the typical high-stress conversation about ratings and revenue. The station manager let the conversation wind its way around and then let the room get a little quiet. He spoke as the colonel in a World War II movie would say, "Gentlemen, this radio station is a great station, but it has problems...and whether we need more listeners or more money, the only way this station will grow is to go outside these walls." Radio is a relationship business. Our Raison d'être is to communicate with an enormous number of people. Outreach is our oxygen. That's what the legendary stations of the 60's, 70's and 80's did well: They engaged listeners in creative ways. The real power of radio is in the number of people we reach every day...and the only way to build that reach is spending time reaching-out into the community. Th ...Read more »
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.

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