Instagram Live And On-Air Fundraising Couldn’t Be More Different

Whether you’re a pro at Instagram Live or not, you’ve probably seen celebrities, musicians, and influencers “pop on” IG Live. They always start something like this, “Hey there. How ya doing. I’m gonna say hi to a few folks and give some time for more people to join.”

Waiting for a more robust audience for an IG Live is smart. It allows the host to have some interaction with early adopters and builds anticipation of why they’re even doing an IG live. More participation helps reach.

RADIO IS NOT IG LIVE

People come to radio for several reasons; their favorite song, show, and a slew of other factors. Over time, a radio station creates an atmosphere through songs and “stuff” that happens in-between songs. Brands are constructed hour after hour, day after day, and so on. Consistency builds trust, and trust fosters a case for support.

Typically, people stop by Contemporary Christian Radio stations for deeper reasons: to be lifted up, encouraged, and for hope. So, when CCM stations start fundraising you can’t assume that people are tuning in to give. Most are still listening to be lifted up, encouraged, and for hope.

BAD FUNDRAISING SEGMENTS ARE JUST LIKE INSTAGRAM LIVE

You hear it during every on-air fundraiser: DJs milking and extending fundraising breaks hoping that more people will turn on their radio for that specific break. Opposite of an IG Live this actually creates repetition and a sense of desperation which pushes people away. (Side note: I’m guilty of that while fundraising over the years.)

You can “air check” your fundraising breaks and actually improve on your own by evaluating, dissecting, and growing in order to prepare, focus, and practice for the next event. That would make you invaluable.

HERE’S THE TAKEAWAY: 5 CHARACTERISTICS OF GREAT FUNDRAISING

Gratitude - have a sincere, thankful heart to those who’ve already given and to those yet to donate.
Passion - your authentic passion will be contagious during stories and heartfelt reasons to give.
Clarity - say which facts need to be said without overly repeating yourself.
Urgency - deadlines create an atmosphere of missing out as well as time running out.
Being Concise - share what you need to share and then play the next song.

Playing the next song is actually an on-ramp for more listeners to tune in and be introduced to the need. It’s counterintuitive, but it’s true.

Todd Stach is the Contemporary Christian Format Editor at AllAccess.com as well as coaches and consults with his business, Beyond615.com, where he strives to build confidence with clarity and creativity. He and his family live in the (615) area code, aka the heart of the CCM industry.