A Radiothon Success Story
A full-service fundraising program has in its arsenal strong elements of annual giving, major giving and planned giving. A sound fundraising program also uses, whenever possible, various media to promote the organization's history, philosophy, mission and services. One form of media that the Salvation Army Indiana Division has used successfully is a radiothon.
Wikipedia defines a radiothon as a radio broadcast that lasts many hours or days with a purpose of raising money for a charitable cause. Most radiothons feature heavy solicitations for pledges, which are promises to donate funds at a later time.
The Salvation Army, a part of the Universal Christian Church, was established in 1865. Nearly 30 million Americans receive assistance from the Salvation Army each year through an array of social services. These range from providing food for the hungry and clothing and shelter for the homeless to disaster relief, disabled assistance, elderly outreach and opportunities for needy children. Annually at least 83 cents of each dollar received is spent to support these services to 5,000 communities nationwide.
The Salvation Army in the United States is geographically represented by four territories, with 10 divisions in each territory. The Indiana division in the central territory, which represents most of the state of Indiana, has an excellent relationship with the media.
For the past 18 years, Emmis-owned radio station WIBC has sponsored a radiothon benefitting the citizens of central Indiana. In that time, more than $2 million has been generated. Countless hours of radio airtime have featured many stories of despair, hope and celebration of changed lives.
The 2012 WIBC/Salvation Army radiothon recently raised $195,136, compared to $141,000 in 2011 — a 38 percent increase! This revenue will enable the Salvation Army to provide a combination of 3,903 nights of free shelter and 39,027 free meals for those in desperate need.
Duke Haddad, Ed.D., CFRE, is currently associate director of development, director of capital campaigns and director of corporate development for The Salvation Army Indiana Division in Indianapolis. He also serves as president of Duke Haddad and Associates LLC and is a freelance instructor for Nonprofit Web Advisor.
He has been a contributing author to NonProfit PRO since 2008.
He received his doctorate degree from West Virginia University with an emphasis on education administration plus a dissertation on donor characteristics. He received a master’s degree from Marshall University with an emphasis on public administration plus a thesis on annual fund analysis. He secured a bachelor’s degree (cum laude) with an emphasis on marketing/management. He has done post graduate work at the University of Louisville.
Duke has received the Fundraising Executive of the Year Award, from the Association of Fundraising Professionals Indiana Chapter. He also was given the Outstanding West Virginian Award, Kentucky Colonel Award and Sagamore of the Wabash Award from the governors of West Virginia, Kentucky and Indiana, respectively, for his many career contributions in the field of philanthropy. He has maintained a Certified Fund Raising Executive (CFRE) designation for three decades.