Fundraising: Making the Cut

Finding a formula for success that pleases WBUR listeners.

IT'S FRIDAY AFTERNOON AT WBUR. Another fiscal year-end fundraiser has finished. The mood is enthusiastic. It is time, albeit briefly, to look back at the underwriting and marketing team’s accomplishments.

Getting More News

Director of Marketing Mike Steffon and his team devised a strategy in 2005 that significantly cut on-air fundraising. The approach paved the way for an even more efficient 2006, as Steffon’s team trimmed fundraising to a third of what it had been just two years ago.

“We streamlined our approach and left the rest up to our listeners“ says Steffon. “It worked. Listeners responded. All we did was communicate the need. They really came through for us.”

Showing Some Love

The shortened fundraisers were a success, especially when WBUR partnered with local favorite Winston Flowers for Valentine’s Day and Mother’s Day.

“In both campaigns we cut fundraising from eight to four days and more than doubled our goal,“ says Steffon. “Our combined total was nearly $1.2 million. It was a great mix of the right partner, right offer, and right amount of time.”

Trimming the Costs

Station Manager Corey Lewis was on a mission too. He was determined to make fundraising more cost efficient. “First off, the positive revenue numbers are a testament to the dedication of our listeners and team members,” says Lewis.

“It’s more amazing when you consider that membership and major gifts remained strong as fundraising hours were reduced and many fundraising activities completely eliminated. Effective cost-cutting measures were also put in place, increasing the station’s net revenue as a result.”

Corporate Underwriting on the Rise

Lewis’ corporate underwriting team had a positive year as well. When asked about their success, Lewis had a few distinctive observations. “WBUR provides a more effective way for businesses to get their message out. At the same time, our underwriters are supporting the station and being socially conscious.”

“Alternative methods of communication have become more intriguing to corporate sponsors. Traditional marketing outlets are often more fragmented and have less impact. With public radio, you know who the audience is, and listeners appreciate the corporate support of this public institution.”

“I often use this example when talking with potential corporate underwriters: if your business was based in Miami, you would need to make your message available to the Spanish-speaking community to be successful. In Boston, your message needs to appeal to the NPR audience. It needs to speak the language of the NPR listener.”

Hanging Up on Telemarketing

In February, WBUR General Manager Paul LaCamera announced the elimination of telemarketing fundraising.

Although this meant a potential reduction in donations, La Camera and Lewis were convinced that the positives outweighed the negatives: “We conducted a survey to determine our listener’s preferred method of communication,” explains Lewis. “Direct mail and email was the most preferred, followed by corporate support, on-air fundraising, and then telemarketing. The choice was clear.”

New Media, New Opportunities for Growth

Since WBUR is now available to listeners all over the world through digital media, it allows the station to generate funding from other sources and geographical regions.

“We have the increased financial benefit of distribution of our programs,” explains Lewis. “Here and Now and On Point have found success via podcasting and through satellite radio.”

“Keeping a higher percentage of every dollar we earn, and the discovery of new opportunities means more resources for the news and secures one of the only independent voices in an increasingly consolidated media landscape.”

Keeping WBUR Financially Strong

It has been an encouraging fiscal year for WBUR’s marketing, development and underwriting teams. The station is in position to improve its bottom line.

“We’re excited to meet the challenge” concludes Steffon. “Like our award-winning programs, we have to stay ahead of the game. It’s what drives us. We work to keep WBUR financially strong so that we can give listeners the best programming in Boston and beyond.”