CCM Coaching Tip #51 - Little World, Big World: A Pledge Drive Tip

by Tommy Kramer, KramerMedia.net

Helping one of my stations with a Pledge Drive session today, here are a few thoughts that came up that hopefully will help you get in the groove. Here's part of the recap I just sent to the PD...

Sounds like you guys are working hard, but not getting the response you want yet. So the solution is to keep that work ethic, but focus the Content. Here's what we talked about:

1. Little World, Big World.
   Big World is the overall "God is in control" picture. Current events (hurricanes, for example) are handy for this, but we also have the advantage - if you use it - of taking local things and transmuting them to "big picture" thoughts.
   However, a little of this goes a long way, and can easily drift into "PTL Network" blah-blah to the casual ear. So it's best to balance these types of breaks with "Little World" breaks - like I gave you about the cost ($30 per month, in this case) being so small that it's just the difference between getting a small order of fries or a large order of fries for lunch each day. Or that if you're like me, the center console in your car or SUV is full of change - and we're only asking for a dollar a day. The "little world" is more visible, so it can be useful in getting a more immediate "buy in" (no pun intended).
2. Be personal, not generic.
   'Things that all of us can do together' is not the only "heading". There's also what YOU - one person - can do, and if you can, it'd be great if you'd talk to a friend about doing it too.
   The more personal you can make it, the less it's about numbers, and the more it's about right action. It doesn't take a Fire Department to pull a person out of a car that's burning. It just takes one person willing to do it.
   You should balance "all" and "individual" Content the same as you do "Little World" and "Big World" camera angles.
3. The temptation when things aren't going as well as we'd like is to "pitch" more - to get LOUDER and moreaggressive,and lose the one-on-one ingredient that's the backbone of radio. No one shouts into the ear of their best friend 3 feet away...at least not if they want to keep that friend. It's fine to be excited and energetic, but it still needs to sound humanto work.
   (The simplest way to explain this is "Remember, there are brands without caffeine.")