Jack Eason “Fundraising Season”
As fundraising season approaches for most of our listener supported stations, the reminder that “people don’t give to projects, people give to people” highlights the importance of relationships and personal connection. While a project or cause might be the stated reason for the donation, it’s often the relationship with the person leading the effort or the personal stories shared that truly motivates donors. This highlights the importance of the on-air team’s connection to listeners throughout the year and the importance of thinking through this with your upcoming fundraiser.
Think about these:
- Building Trust and Connection:
Listeners are more likely to support a cause when they feel a personal connection to the individuals involved.This connection can be built through storytelling, transparency, and open communication.
Question: What are you doing NOW to build transparency with your listeners, both ON AIR and OFF AIR? How are you building communication?
- Emotional Engagement:
Personal stories and narratives evoke empathy and emotional responses, making listeners more likely to connect with the need and feel compelled to help.
Question: How often are you sharing stories of impact throughout the week that will “seed” the fruit for fundraiser?
- Beyond Transactions:
Viewing listeners as individuals with their own stories and motivations is equally important.
Question: Are you asking people when they give, “What made you give?” Are you capturing the listeners’ stories that inspired them to give?
- Impactful Giving:
When listeners feel a personal connection, they are more likely to believe in the impact of their donation and feel a greater sense of ownership over the cause.
Jack Eason is President of The Heart Share Group, runs his own missions organization, and just released a Radio Feature called CRAVING COMMUNITY (available on Amb-os) that talks about the importance of connection and community. He can be reached at jack@theHeartShareGroup.com
