WTMD Succeeds With ‘Silent” Fall Fund Drive
October 6, 2015 at 2:51 PM (PT)
TOWSON UNIVERSITY Triple A WTMD/BALTIMORE was able to eliminate the traditional nine-day, on-air fall fund drive this year. The station promised listeners that if they could raise the money needed to meet their financial goal during a “silent drive,” which ran from SEPTEMBER 15th to OCTOBER 5th, the traditional fall fund drive, scheduled to begin OCTOBER. 6th, would be eliminated entirely.
Listeners responded and now, instead of the extended breaks and dual hosts of a traditional fund drive, WTMD listeners are enjoying the usual music programming that they tune in for. The “silent drive” consisted of pre-recorded spots and live reads, encouraging listeners to pledge on line or by phone. Only one message, pre-recorded or live, was delivered per break. There was also increased messaging delivered via e-mail, the station’s website and social media outlets.
“We’ve wanted to try this approach for almost a year and this was the right time,” said KRISTIN BACHRAN, WTMD Membership Director. “I, along with the rest of the membership team, couldn’t be more thrilled with our results. What a great feeling to not only meet, but exceed, our goal and not have one hour of full blown pitching on air. We all feel invigorated, refreshed and excited about new opportunities in fundraising.”
WTMD PD/Interim GM SCOTT MULLINS said, “This was a gamble that we were willing to step up and take. We had complete buy-in from the entire station staff and that was key. Everyone was enthusiastic, optimistic and there was a station-wide buzz of energy throughout the entire event.”