A Radiothon Success Story
Local media and government officials participated on air to promote fundraising. Each location of the radiothon provided a unique touch to the event. Certain times of day and certain radio shows provided greater financial results. Greater numbers of sponsors were generated as the number of asks greatly increased.
Salvation Army leadership represented the organization on the radio and on television and helped keep the programming tied to the mission of the organization.
Following the event, several meetings were held to determine the format for 2013 and to explore ways to improve and obtain additional funds. The three-day format will be retained in early December, and various locations will again be used.
The keys to this successful event included sound radio programming, advanced advertising, solid volunteer leadership, and greater numbers of both corporate sponsors and sponsorship dollars.
In summary, if you want to utilize time, talent and treasure to strengthen your organization's brand, consider a radiothon to help build your annual-giving program. In addition to the funds raised on air, a direct mailing can be initiated to generate funds.
This type of event also allows you to engage sponsors, board members, community leaders and prospects in the life of the organization. You cannot place a price on this unpaid advertising. The ultimate key to success is to keep the organizational focus simple and easy to comprehend.
The Salvation Army is much more than bell-ringing at the kettles during the holidays. The WIBC/Salvation Army radiothon in Indianapolis has proven to be a winning partnership, and the community's poor greatly benefit from the event's success!
F. Duke Haddad, EdD, CFRE, is currently associate director of development, director of capital campaigns and director of corporate development for The Salvation Army Indiana Division in Indianapolis, Indiana. In addition, he is also president of Duke Haddad and Associates, LLC, and freelance instructor for Nonprofit Web Advisor.
He has been a contributing author to NonProfit PRO for the past 13 years.
He received his doctorate degree from West Virginia University with an emphasis on education administration, master’s degree from Marshall University with an emphasis in public administration and a bachelor’s degree from West Virginia University in business administration, with an emphasis in marketing/management. He has also done post graduate work at the University of Louisville.