KNWC/Sioux Falls Develops Workshop For Transformational Community Opportunities
November 17, 2010 at 9:23 AM (PT)
Almost three years ago, NORTHWESTERN MEDIA Contemporary Christian KNWC (LIFE 96.5)/SIOUX FALLS, SD began implementing monthly LIFE 96.5 HANDS AND FEET opportunities in an effort to engage listeners in long-term transformational community work.
"Our Program Director DAVE RYERSON came to LIFE 96.5 a few years ago with a heart to serve the community," said APD SUZANNE LYNN. "We decided that we had to get out of our stuffy studios and stop barking orders at our listeners about doing good things for others. We had to create these opportunities and then get right out there beside them as an example, serving with them. I believe we have the responsibility to create opportunities to serve right beside our listeners."
In AUGUST 2009 and AUGUST 2010, KNWC teamed up with local for-profit business TIRES TIRES TIRES and non-profit agency SIOUX EMPIRE WHEELS TO WORK for the LIFE 96.5 ANGEL CARS. The station promoted the opportunity for listeners to donate cars or to apply to receive a car, WHEELS TO WORK handled the applications and paperwork, and TIRES TIRES TIRES donated more than $60,000 in parts and labor to make the donated cars safe for families.
The results were overwhelming. WHEELS TO WORK typically receives 12-15 donated vehicles per year. After two HANDS AND FEET opportunities in AUGUST 2009 and 2010, the non-profit has received close to 120 cars. TIRES TIRES TIRES has also seen an increase in business, received a local volunteer award and was named the #1 tire dealer in NORTH AMERICA by TIRE REVIEW MAGAZINE. LIFE 96.5 ANGEL CARS was part of TIRES TIRES TIRES winning story; read it here.
"The new buzz word in radio promotions is 'engagement,'" said LYNN, "but I believe engaging your audience is only the beginning of what it takes to penetrate your community. The old transactional promotions tactics builds temporary listenership but when you do transforming opportunities, you build long-term loyalty. Transactional promotions that are station-focused are dying to the community penetration that's listener focused for all radio formats, not just Christian ones."
To help radio stations make the change from transactional promotions to transformational community penetration, LYNN has developed a half-day workshop. The workshop assesses specific needs and available services in the market and develops a strategy to bring a community non-profit organization and for-profit business together in partnerships with the station to meet the community need. The workshop will also help define roles and responsibilities for those involved to execute the opportunity and covers the importance of post-imaging to share the results and outcomes.
LYNN is available to work with stations across the country. She can be reached by e-mail at firstname.lastname@example.org or by phone at (605) 941-4719.