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This week we look at the
third ship every radio station needs in its fleet.
The last 2 articles we looked at LeaderSHIP; the week before we
looked at LordSHIP.
This week we turn our thoughts to PartnerSHIP.
As you think about your organization, what comes to mind when you
think of the word PartnerSHIP? A lot of non-commercial Christian
radio stations, as well as other non-profit based organizations we
serve, don’t quite understand the meaning of the word PARTNER.
It’s interesting to see that Webster’s defines partner as “one
associated with another especially in an action; a person with whom
one shares an intimate relationship; a member of a partnership.”
Now, what or who do you think of? In an organization like Christian
radio, there are some obvious answers. One would be your team. Do
you see your team, the on-air people, the office staff, the
sales/underwriting staff-do you see them as partners in your work?
They are the ones that you are ‘in action’ with to accomplish the
mission of your organization. They are intimately involved with you
to accomplish your goals.
The other obvious group are your listeners, more specifically, the
listeners that support your station with finances and prayers. They
aren’t just DONORS. They are PARTNERS. As such, do you make them
feel like PARTNERS? If you only make them feel like PARTNERS when
you need their money (during your fundraising events), then chances
are they won’t be partners for long.
Oh, one last definition Webster gives for
partner: “one of the heavy timbers that strengthen a ship’s deck to
support a mast.”
This is a perfect visual for us in Christian radio. The mast we are
flying is pointing people to Christ through the music we play. That
mast is only able to fly because of the ‘heavy timbers’ that are
supporting it. Those ‘heavy timbers’ are your listeners, your
partners. What are you doing to make them feel like they are
PARTNERS in your mission?
Jack Eason is
a partner and consultant with The Heart Share Group. He and Tom
Lewis (co-founders of Heart Share) are dedicated to equipping
ministries to be all that God has called them to be. They work with
Christian radio in the areas of fundraising, non-traditional
revenue, programming, underwriting, and more.
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