PAR Stations Postpone Spring Fundraising Celebration
Responding to the needs of listeners during the unprecedented COVID-19 pandemic, Positive Alternative Radio stations have pushed back the start date of their spring fundraising season, according to Brian Sanders, Executive Vice President.
“Listeners need the hope and comfort only Jesus can bring right now and delivering that is more important in this moment than even fundraising,” Sanders said.
The decision impacts all five distinct PAR brands, including:
- Spirit FM, primarily serving Lynchburg-Roanoke, Va.
- Joy FM, with stations in Winston-Salem and Charlotte, N.C., as well as other areas.
- Walk FM, serving Ashland, Ky. and Huntington, W.Va.
- WPER-FM, serving the greater Richmond, Va. area.
- WCQR-FM, serving Johnson City, Tenn. and the Tri-Cities area.
PAR was to begin fundraising on March 23, but instead will push back its first Fundraising Celebration to April 13. In the meantime, each station’s general manager is delivering a message of hope and reassurance to listeners via on-air announcements, a special video posted on each station’s website and social media, and in emails.
“We are reminding them that God is in control, that they are loved and cared for, and that the powerful, comforting music they have always counted on is here to point them to Christ,” Sanders said. “The message is simple and clear. God’s got this. We will get through this together.”
PAR’s vision is to provide a safe refuge for listeners who are reeling from all of the virus-related news coverage. Stations will provide messages of hope, encouragement, and still provide practical information about the situation.
“PAR is taking a step of faith in delaying the start of its fundraising season,” Sanders acknowledged. “We are putting our mission and ministry first, and we are trusting God will honor that by providing for our needs. Some of our donors may also recognize that and want to give early. We’ve already heard from a few of them. While that is not our focus right now, we welcome any support because it also allows our audience to join in what we are doing.”