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.