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Pitch Training Manual

"Good Fundraising is Good Programming" ..................................................................... 2 In Conclusion ............................................................................................................... 5

Gearing Up for a Successful Drive .................................................................................. 6 What We Know About Giving .......................................................................................... 7

Today’s Donor ............................................................................................................. 7 Common Sense Fundraising ....................................................................................... 7 Additional Findings on Giving .................................................................................... 10

How Do I Ask for Money On the Air?............................................................................. 13 General Mechanics .................................................................................................... 13 Value-Based Pitching ................................................................................................ 13 Focusing Your Message ............................................................................................ 15 Challenges................................................................................................................. 15 Thank You Gifts ......................................................................................................... 16

Case and Close Messages in a Pitch............................................................................ 17 Planning a Pledge Drive Program ................................................................................. 18

Program Structure and Timing of Pitch Breaks.......................................................... 18 Anatomy of a Good Pitch Break ................................................................................ 18

Samples of Positive vs. Negative Language .......................................................... 19 Don’t Forget to Ask Directly ................................................................................... 20

What Makes a Successful Pitch? .................................................................................. 21 Things to Stress During a Drive .................................................................................... 22 Things to Avoid During a Drive...................................................................................... 23 Pledge Messages, Scripts, Inspirations......................................................................... 24

Use the Pacifica Mission Statement .......................................................................... 24 Other Script Examples ............................................................................................... 26 Handy Pitch Phrases ................................................................................................. 26 Pitch Pointers Quick Reference ................................................................................. 27 20-Second Start......................................................................................................... 28

Why Use the 20-Second Start?.............................................................................. 28 Nine Emotional Triggers ................................................................................................ 28 Other Valuable Information ........................................................................................... 29 Formatting Pledge Breaks ............................................................................................. 31

Sample Pledge Break ............................................................................................... 31 Pledge Producer Pitch Balance Sheet .......................................................................... 33 KPFT Thank You Gift Submission Form ....................................................................... 34 Pitch Training Activity .................................................................................................... 35 KPFT Details ................................................................................................................. 37

Pledge Phones .......................................................................................................... 37 Operating Expenses .................................................................................................. 37

Evaluating Pledge Drives .............................................................................................. 38 Evaluation by the Numbers........................................................................................ 38 Evaluating the On-Air Performance ........................................................................... 38

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"Good Fundraising is Good Programming" If "good fundraising is good programming" then we have to know what good programming is before we can make good fundraising.

For that, we turn to Doug Berman—producer of Car Talk, Wait Wait… Don't Tell Me, and some of the best on-air fundraising ever heard on public radio.

Doug Berman's key elements of good programming are:

o Soul (a.k.a. Substance, Content): The programming must give listeners the sense that something meaningful is being conveyed and that it springs from someone's thought, feeling, or view of the world. Without this, it's just beautifully produced wallpaper.

o Personality: The voice or voices of that substance must be likable, believable and appropriate to the content. They should be appealing to the intended audience. Without this, the audience will not be open to your substance.

o Sound: It must be produced and formatted in a way that makes it accessible to the intended listeners at the time they are listening. Without this, your tree is falling in the forest—and good luck.

Let's see how these apply to pledge drives.

Soul Listeners give because the programming on Public Radio it is an important part of their lives. If it were to disappear, they would miss it.

The essence of that programming—the "soul" of that programming—is what causes listeners to give. It is with this sense of "soul" that we are trying to connect during pledge drives.

Reminding listeners of the value they receive from Public Radio is critical to the success of the drive. Connecting that value to the realities of station funding is critical to the success of the drive, just as connecting to the listener's sense of personal responsibility is critical to the success of the drive.

We can't sell our soul at pledge drive time—by changing our tone-of-voice and becoming demanding of the listener, or turning the station into the Home Shopping Network—and still expect listeners to respond well.

For pledge drives to be good programming, they need to embody the soul of the programming in which they appear. Here are some ways you can make that happen.

Make your pledge drive messages meaningful to the listener.

3 It sounds funny to suggest that pledge drives should have "soul"—but one of the biggest problems with pledge drives, according to listeners, is that drives add nothing to their day.

Those of us in public radio know that pledge drives are not "content free." But listeners are not getting the sense that something meaningful is being conveyed. That may be because many stations have reduced pledge drives to "transactions." When we treat the act of giving as a simple piece of business, we give away a good part of that soul.

The challenge of making a pledge drive good programming calls for taking a few simple messages and making them meaningful to the listener over and over again. That's hard to do.

We recommend incorporating themes and ideas into a pledge drive that elevate it beyond the business of raising money. The Audience 98 Sense of Community Campaign is one such idea. More Programming, Less On-Air Fundraising is another. Picking a specific attribute about the station—it's stimulating, it's engaging, it's smart— and making that a theme throughout the entire drive is yet another way to convey something meaningful in your pledge drive programming.

Listen to the program for the immediate 10 minutes before each pledge break. Listening is the single most important skill an on-air pitcher can have. Be familiar with the program in general. Be familiar with that day's show. Know what just aired. After all, nothing makes the CASE for quality programming better than the programming itself. When you are pitching, you are part of the program. Your work must connect to what the listeners just heard. Listen to the program, incorporate what you hear into CASE messages, and you are on your way to connecting with what the listener values about the programming.

Use produced spots, features and fundraising editions from the programs in which pitching will occur.

Well-crafted materials such as spots supplied by program producers or spots made at the station can capture and convey the soul of the program more powerfully than most people can put into words. Neil Best, Station Manager at KUNC in Greeley, Colorado, says that rational pledge appeals help listeners decide to give, but that emotional pledge appeals are the ones that make the phones ring. Well- produced material can be the bridge between what the listener values about the programming and your CLOSE messages.

Craft scripts and talking points that speak to what the listener takes away from the program.

Simply put, if you are prepared to talk about the program the way listeners talk about the program, you are more likely to convey the value of the program in your pledge appeals. Start crafting your messages by listing the categories of benefits the listener receives. Categories for news programming might include access to newsmakers, breadth of coverage and thought-provoking commentary.

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Expand each category by listing specific examples of stories, interviews and features that demonstrate the benefit.

Personality The earliest research into on-air fundraising, by WKSU and NPR, showed that listeners did not like how the station's tone of voice changed at fundraising time.

On-Air Fundraising Partnership research showed that listeners were most receptive to fundraising appeals from national program hosts, reporters, and personalities. Familiar voices from the station ranked very high as well. Listeners were least receptive to pitching by volunteers and the usual assortment of managers and behind-the-scenes staffers.

At any given moment, listeners are going to respond most positively to the people they are used to hearing on the station at that time. Next, they will respond to other people that they hear regularly on the station, even if those people are usually heard at some other time. For example, Pure Vibe’s Chris Gatlin can be used successfully during Harrison Kume’s show. An appropriately energetic Kume pitch could also appear in Pure Vibes.

The important issue here is that familiar voices add to the overall pledge drive effort. It is critical to the success of the drive to get the most familiar voices on the station on the air with pledge appeals. Here are some ways to get the right personalities on the air at the right times.

Use produced spots, features and fundraising programs provided by program producers and distributors.

Fundraising editions of syndicated add personality and credibility to your pledge drive. The people who are usually heard on these programs are now heard endorsing your efforts and making the CASE for giving.

Most program producers provide high quality on-air fundraising materials two or more times per year. Most program producers will record customized pledge drive spots a few times per year. It's not difficult to come up with a dozen or more spots and features to use in each drive. Use them liberally. A single spot run ten times during drive time will be heard by about one-half of the weekly audience.

Each person will hear the spot, on average, between two and three times. That's ten airings of each spot just to begin to approach the reach and frequency of effective advertising. If you start with just a dozen spots and run each ten times, you have added a familiar personality to your pledge drive 120 times.

Schedule your most familiar, and effective, station personalities to pitch during the most important hours of your pledge drive.

5 By putting your best people on at the most important times, you extend the reach and impact of their efforts.

Have your most familiar, and effective, station personalities record pitches to use throughout the drive.

You don't have to work your best people to death to have them on the air throughout the day, every day of the drive. Have them record short spots or entire pledge breaks for use during hours when familiar voices from the station are at a premium.

Sound Good audio is not necessarily good radio programming. Formatting gives the audio the structure that makes it radio programming. Producing is the creative process that makes it good radio programming.

We know from Audience 98 and On-Air Fundraising Partnership research that listeners tune out less when the sound of the pledge drive improves. Keeping them listening longer means they will hear more of your pledge appeals.

In Conclusion There is no magic to on-air fundraising. The real secret to successful fundraising is being prepared. So please, don’t come in and just wing it. Prior to your pledge shift take the time to study this book, know your premiums, listen to others pitch on air, and think about what you’re going to say.

A WKSU focus group study concluded that on-air drives should be considered programming and that: “effective on-air fund-raising appeals have some intrinsic entertainment and/or informational value to the listener beyond the appeal for money... creativity, imagination, production, research, and effective presentation all can play a major role in devising and utilizing novel and more effective fund-raising approaches.”

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Gearing Up for a Successful Drive

Membership drive is THE time to shine! • Please arrive 30 minutes prior to your show/shift to review pledge materials or updates and to prepare for a great show! • Your program maybe scheduled a bit late to allow for extra pitching time. Please check the schedule to get an idea of what time you may be on air. Still, be prepared to show up at your regularly scheduled start time to review pledge materials or updates and to prepare for a great show! • Hosts, ask your pitch partner to oversee the pledge table during breaks, especially if there is no shift captain on duty. Main pitcher (host) stays in studio to prep for the next break. • Do not sacrifice your regular programming to pitch (but don’t do a regular program and not pitch). People pledge because they like the program. • Generally, pitches should be no longer than seven (7) minutes. Minimum of (3) three minutes. Four to five (4-5) minutes is ideal. • Vary your pitches – don’t say the same thing over and over. Stay positive and focused. Offer one high-end pledge level with one lower-end pledge level. Do not offer a shopping list of gifts.

• Follow the pitch clock. • Do not disclose pledge amount of a caller (tacky!) or any anonymous pledges. Programming is why listeners pledge! Not necessarily the gifts. Only 1 out of 3 donors request gifts. • Remember to mention the Sustainer program, featuring automatic monthly payments and automatic renewals. If you are not familiar with this program, grab a brochure and get up to speed! • Remember to mention matching gifts. These are often part of a corporate employees benefits package. Use it or lose it!

Listeners give… o Based on what they can afford. o Based on an amount suggested by the station. o Based on some calculation of cost per month or week. o Based on the amount needed to get a premium.

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What We Know About Giving Five major studies conducted in the last several years have examined why people become members of their local Pacifica Radio station.

From these studies, we’ve found that the main reason people give for making a financial contribution to their local community radio station:

They like the station’s programming and want to help it continue.

And we discovered the primary reason people don’t give money is:

They believe someone else will pay for it. Your main task as a pitcher is to help the listener understand why KPFT needs his/her money and to convince them that they must take personal responsibility for helping the station stay on the air.

EMPOWER THE LISTENER! Research shows that the number one reason a person acts is because they feel that their pledge will benefit them and/or the station in some way. If a person believes that their contribution will make a difference, there’s a high likelihood that person will become a member. In your pitching, be sure to empower your audience.

Today’s Donor Donors give to issues, not simply to institutions. Successful fundraisers must capture the donor’s imagination.

o Today’s donors are investors. They bring new expectations and values to giving. Successful fundraisers must venture beyond traditional efforts and find ways to convey their investment in KPFT.

o Establish a partnership between KPFT and the listener-sponsors. Today’s donor wants to be a part of it!

o Focus on compelling ideas and new opportunities, rather than organizational needs.

o The more a listener uses KPFT, the more likely they are to contribute.

Common Sense Fundraising In 1993, the On Air Fund Raising Partnership released a large volume of research on why people sign-up as station members. Research confirmed some common sense points about fundraising…

1. The most effective person to ask a listener for financial support is the program’s

host. 2. Listeners like to know how much it costs the station to do business (i.e., how much

is paid for programs, how much run the station each day). 3. Pledge breaks should be entertaining and impart information to the listener. 4. You need to ask the listener “nicely” and directly for cash. 5. Breaks that are too long or too often will reduce the overall effectiveness of a

station’s on-air fundraising efforts. 6. People pitching on-air should sound like they are very familiar with the programs

they’re pitching and should work well with their partner. 7. Four themes have repeatedly surfaced that motivate listeners the most to give

money. These themes are: a. Listener support is vital to the station’s survival. b. Community radio is informative and intelligent. c. Community radio is stimulating and broadening.

8. It’s a good value (i.e., $60, or even $120 a year vs. $800 for cable). 9. What works: Commitment, enthusiasm, enjoyment, involvement, honesty, fun,

creativity, humor, sincerity, pride, energy, being upbeat. 10. Vary your pitches. Vary the length, the tone, the delivery (keep the message the

same). Repetition and boredom are the #1 turn off for listeners. Alternate with your pitch partner every 30-60 seconds. Establish aural cues with your pitcher

a. (come in, keep going, etc). Keep pitches to 5 minutes. 11. You are providing an opportunity to listeners to make an investment in an

organization they care about. They will feel good about doing it, so you should feel good about giving them the opportunity. No need to apologize! Say, “We are giving you this opportunity to call in and become a KPFT member.” The number one reason a person donates is because they feel that their pledge will benefit them and/or the station in some way. Be sure and empower your audience. Let them know that their donation makes a difference. 91% of KPFT’s budget comes from individual donors …”like you”.

12. Assume the listener enjoys KPFT. Why else are they listening? People love to listen ten to good programming, so this should be the main thrust of your pitch.

13. Keep smiling. Your job is to put the listener in a giving mood and to motivate them. 14. Talk one on one. Talk to an individual listener rather than all listeners. “You” rather

than “you all”. Visualize a friend who is not yet a member and convince her to be a member.

15. Stress the benefits the listener enjoys, not KPFT’s needs. Listener benefits include 24/7 programming, locally produced, no commercials, music not often heard anywhere else, issues discussed that often don’t get airplay. Talk about the investment the listener is making when she becomes a supporter.

16. Give specific details on how the listener’s contribution is used to run KPFT.

17. Express one point at a time; don’t try to cover every reason for giving in each

break. 18. Be positive. People want to support and be part of a positive, winning

organization. They want to be associated with an organization that is doing good work, that is growing, and that enriches their lives. Listeners do not want to hear negative things about on-air membership drives or apologies for on air- membership drives. Remember, listeners care about the results: KPFT programming

19. Make the listeners feel proud to be members and part of the team that makes it possible to provide such great programming for the community. “You make it all possible”. “KPFT doesn’t have to sell commercials because we have your support.”

20. Give people good reasons to pledge but don’t rely on logic alone. Use emotional appeals too. Lots of people give because it feels good.

21. Be personal. Motivate people through your own experience. Why do you care about KPFT? Why do you volunteer your time or donate your money? When was the first time you heard KPFT or became involved with KPFT? Your story will strike a sympathetic chord with a listener. Be a financial supporter yourself. Share your commitment to KPFT with the listener.

22. Identify with the listener. Talk about where the listener is, what they are doing: in their car, at work, at home, outside, cooking dinner, dancing, cleaning, reading, picking up the kids, etc. Share testimonials with listeners. Perhaps a listener has called or emailed you to share an experience about listening to KPFT. (e.g. “I never knew there was such a diverse range of blues music.”) A listener/potential donor might be able to relate to this story or experience.

23. A premium is a “thank you” gift…it is not a pitch point. REMEMBER, premiums are one of the least important reasons a person supports KPFT. During a pitch, stress the program and not the premium. A premium is mostly used by the donor to decide at what level she will support the station.

24. Thank the people who have already pledged. Use listener feed back and comments from the pledge forms. Mention from where people are calling. Someone else from that neighborhood or part of town may call. Check the pledge form to make sure that it is okay to mention the name on the air. Never mention the pledge amount on-air.

25. A good pitch contains the phone number 713-526-KPFT or 713-526-5738, the website (www.kpft.org) a pledge amount and a reason for pledging.

26. Mention what will come up after the pitch. Cross-promote other programs. Listeners will often listen to several programs of different variety. Some listeners listen to Democracy Now! and also the Blues. Cross-promoting programs will help the listener understand the value and diversity of KPFT programming even more!

27. Explain the pledge process. We can bill them any way that they want. Encourage membership in the Monthly sustainer program because it saves money & reduces paper work.

28. Use every day language. Be conversational. Internal jargon is a turn-off to listeners. Instead of talking about pitches, pledge raps and breaks, try “We are going to take a few minutes to let you know how you can become a member.”

29. Explain why we are asking listeners to become members. Let the listener know that we go on the air 4 times/year to ask for listener support. We don’t sell advertising or accept corporate underwriting for our programming. We haven’t for over 45 years & this allows us to remain free & independent. Our programming is truly listener-sponsored.

30. Thank the volunteers staffing the phones and doing other work at KPFT. Let listeners know how much KPFT relies on people power.

Additional Findings on Giving Personal value. According to Audience 98™ (www.aranet.com), "People give because the programming is important in their lives; they would miss it if it went away." Listeners who agreed that "the programming on KPFT is an important part of my life…[I]f it went away I would miss it" were much more likely to have contributed to the station than those listeners who disagreed.

Pitch Points: o You rely on KPFT. o KPFT is an important part of your life. o You would miss KPFT if it went away. o KPFT is a dependable source of [news/music], here for you everyday.

Funding Beliefs: Listeners who did not agree that "I generally think of public radio as being financially supported by universities or government tax dollars" were more likely to have contributed to the station than those who agreed with the statement. Those listeners who agreed that "I generally think of Pacifica Radio as being financially supported by contributing listeners" were more likely to have contributed than those who disagreed with the statement.

Pitch Points: o Listener contributions are the largest and most important source of funding for

KPFT. o KPFT's largest source of support comes from listeners; KPFT currently

receives no funding from the federal or state government. o You need KPFT and KPFT needs you! o KPFT is able to be here for you because your fellow listeners have contributed

their financial support. Sense of Community: Listeners who agreed that "The social and cultural values I hear expressed on Pacifica Radio usually fit closely with my own values" were more likely to have contributed than those who disagreed. Those listeners who "seek out Pacifica Radio whenever I move residence of travel out of town" were more likely to have contributed than those who disagreed.

Pitch Points: o When you listen to KPFT, you are part of the Pacifica family. KPFT creates an

invisible community of listeners.

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o The voices you hear on KPFT are like old friends, and travel with you wherever you go. You value the fact that KPFT is non-commercial.

Message Content. Even the most basic membership messages can be said in a variety of different, interesting, and motivating ways.

o The tools you can use to vary message content include: production elements (spots),

o Altering the strength of your message (hard sell vs. soft sell), using different people to deliver the message, directing your pitch to different audience segments, and changing the content of what you say.

One thing that really annoys members and non-members alike — the person who says the exact same thing, every pitch break, every day, every drive. So, keep your material fresh.

Humor. Listeners DO NOT want a stand-up routine. Listeners DO appreciate it if pitchers lighten up a little during drives.

o Listeners do think that humor can be appropriate and effective. o Don't use inside jokes. o Humor can and should relieve the stress of fundraising for listeners. o Humor should not be used just to relieve staff stress. o Humor must be presented within the listeners’ frame of reference for it to be

successful (i.e., we can relate to bad service in a restaurant, few can relate to the fun of misfiring promo).

o Listeners like short humorous spots if they can relate to them. o Listeners like humorous spots from celebrities. o Listeners like it when on-air personalities let their hair down. o It is best to use humor that comes from outside station sources (i.e., daily life)

that listeners can relate to and then put a fundraising hook on it at the end. Listeners Like Special Fundraising Programming. Loading up a talk show with great guests or pulling out the stops on music brings a positive response in listeners, as long as what you do remains within the normal parameters of the program.

Listeners Like the Familiar During Drives. People are more likely to give if they hear favorite tunes. They want to hear a familiar station voice and they want their shows to start at normal times. Every break should include a familiar voice. Familiar voices help reduce the feeling of interruption. (This is one of many reasons why hosts pitch.) In fact, the research strongly suggests that a regular, local, on-air talent be present in every pitch break.

Why Do All This? Studies show that adding variety of all kinds to the fundraising mix commands more attention from the audience. For example, two people talking, followed by a produced spot, followed by a person talking off the produced piece, followed by another person forward promoting, then another two-person banter holds listener attention better than just two people talking.

12 Listen to What the Listener Hears Listen to what’s being broadcast in the minutes leading up to your break. This may seem obvious, but in the craziness of the drive, as you strategize the next pitch, it’s easy to ignore what you’re sending out over the air. If you open the mike without any connection to what your listeners just heard, it will make the pitch sound more “pitchy”— more disconnected from the program content, and quite probably less compelling to that listener who’s considering getting out a credit card. In other words, your job is to remind and convince that listener why this programming matters enough to support with money, and if you’re not connected to the programming in that very moment, it’s much harder to make that case effectively.

OTHER FINDINGS Frequency Builds Guilt. Because membership drives last a number of days, it appears that listeners automatically feel guilty over time. You need not beat them over the head with guilt-based messages, as the odds are they already feel guilty. On the other hand, the research shows guilt continues to be a high motivator in giving.

Public Radio Still Needs to Dispel The Myth That The Government Pays for It. Studies show that most listeners still believe that the Feds bankroll non-commercial radio and that federal, state, and local funds support the cost of running their hometown public station. This simply is not true. Here at KPFT, listeners pay the cost of running the station. KPFT receives no operating support from local, state or national government. Thus, be sure to constantly educate listeners about the true need for their support!

The Golden Age of Philanthropy is still ahead. Although the economy has been in a downturn, there are predictions that giving will quadruple in the next 50 years.

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How Do I Ask for Money On the Air? Now that you know a great deal about why people give money to KPFT, how do you actually open up the microphone and say, “Call 713-526-5738 and give money?”

General Mechanics

Be seated in the studio — and feeling comfortable — at least 5 minutes before the break starts. Please try to stay in the studio for your entire pledge shift. You will be a much more effective pitcher if you are not running in and out between breaks to do other things. You’ll be more relaxed and better able to plan what you’re going to say.

Make sure you know who will start the break, as well as who will take care of other break business (i.e., announcing a matching grant, talking about a premium).

Listen to your pitch partner. Give the pledge number — 713-526-5738 — often Remind listeners they can pledge on-line at www.kpft.org -- often. Work with your pitch partner. Discuss ideas with him/her. Talk with your pitch

partner before your show starts on how you’ll cue your pitch partner to take it away. Use the materials you’re provided in the programmer handbook. Adapt them to suit

your style. Give the pledge number – 713-526-KPFT — often. Remind listeners they can pledge on-line at www.kpft.org -- often. Speak for about 60 to 90 seconds and then bounce it to your pitch partner. Speak from the heart. Tell people why you like KPFT or why you’re a station

member. Invite them to join you personally in supporting KPFT. Be passionate. If you sound excited and convincing when you explain why

membership is important, the listener will feel the same too. Give the pledge number – 713-JAM-KPFT — often. Remind listeners they can pledge on-line at www.kpft.org -- often.

Value-Based Pitching One of the most effective ways to get a listener to become a member is to use something called comparative value pitching. Basically, you compare the cost of a membership in KPFT against the price of stuff people use every day.

In our consumer-based economy, people often think nothing of dropping $50 on music downloads, $100 on a dinner out, $15 on a microbrewery six pack, or $100 on sneakers. Yet, people will get squeamish over giving a few dollars to Pacifica Radio. This style helps listeners get beyond their inclination not to give money to a radio station.

Your most effective tools in this area are pledge levels. These levels are nifty for comparing membership against the cost of other life items. Saying, “a $75 pledge breaks down to just $6.25 a month,” is great tool to help people understand how affordable membership is.

14 Real Life Cost Comparisons A Dollar a Week $52

$6.25 a Month $75 $7.50 a Month $90

$10 a Month $120

$15 a Month $180

A Dollar a Day $365

or even $10 a week ($50)

You spend more … …on coffee in a week

You spend more… …for dry cleaning You spend more… …on toll road fees You spend more on… …one ticket to a movie …dry cleaning

You spend more on… …cable TV …your Internet access … theater tickets

You spend more on… …concert tickets …dinner out …football/baseball/basketball tickets cable …Internet access Look at your checkbook. What things (or services) do you buy which would make good examples?

Here are ways you can make the comparative value argument: “... I went to the movies last week. I paid $21.00 for my wife and me to get in. Paid another $10 for popcorn and soda. Two hours later, the show was over and I spent more than 30 bucks. Once you and your date have seen just a couple of movies, you’ve sent as much money to Hollywood as you can send to KPFT with a $5/month ($60/year) membership pledge. Now paying for a movie is no big deal, and neither is getting a $60 membership in KPFT...”

“... it costs almost $400 a year to have the Houston Chronicle delivered to your home. That’s about $7.55 a week. A $60 pledge to KPFT breaks down to just a bit more than a dollar a week, less than you are paying for your newspaper, and odds are listening to KPFT is as valuable to you as reading the paper...”

15 “... you know, if you have cable television, it costs you over $600 a year just for basic service. More if you get a premium channel like HBO. And you think nothing of it when you get your cable bill. You just write your check, no questions asked. Now, KPFT gives you programming that's as valuable to you as your cable television. Maybe even more valuable. Consider becoming a Dollar a Day member of KPFT. Think of how much you value the [news] [music] you hear each day ….”

“... how much did you spend on lunch today? A sandwich, soda, bag of chips and you’ve spent 7 or 8 bucks. And now it's gone. Now consider what you’ll get if you spend just a dollar a week on KPFT. You'll get Democracy Now, Blues on the Move, Wide Open Spaces, interviews with artists, the list goes on. And it never runs out. That dollar a week is an incredible bargain for all that you hear on KPFT. So take a moment right now and sign yourself up as a member ....”

Focusing Your Message Focus on compelling ideas and new opportunities, rather than organizational needs. Focus on the listener and what KPFT does for him/her. “WE NEED…” is NOT a part of your vocabulary during the pledge drive!

Alternatives to “We need…” o Your financial support is essential to the continued growth of KPFT. o KPFT trusts in you to keep this community resource strong. o We rely on you to support radio programming that you value on KPFT. o We depend on you to support radio programming that you value on KPFT. o We count on you to support radio programming that you value on KPFT. o We look to you to support radio programming that you value on KPFT. o Call now. 713-526-5738. (as opposed to “we need you to call…”)

Tailor your messages to reflect the listener’s point of view…

o KPFT’s programming is essential to your day and you have a stake in its continued growth.

o You trust KPFT to keep you informed and provide the community with a very valuable resource.

o You rely on KPFT to bring you the programs you enjoy and have come to rely on. o You depend on KPFT to be there each day as your source of alternative

information and independent music.

Challenges What is a Challenge? In short, it is the leveraging of airtime to get pledges of support from listeners before the drive and from listeners during the drive. Challenge grants might well be the most effective tool for influencing the timing of a listener's pledge call. Use Challenges to create a sense of urgency and stimulate pledge calls.

16 Pre set challenges - Remember to show up 30 minutes prior to airtime to prepare and be briefed of any specific challenges to be used in your show. Challenges to Avoid (just something to think about…)

• When you open the microphone to pitch, the audience segments into those who may give to you this drive and those who won't. Those who may contribute are a small segment of the audience. • Challenges that slice up this small group of listeners even further are counterproductive. Therefore, we do not recommend challenges that are based on Type of Profession, University Alumni, or Cat Owners. Yes, challenges have been offered to "all cat owners listening right now" and "all members of the Greater Metropolitan Psychotherapists Association." But experience has shown that such audience segments are too small to warrant the use of your airtime this way. You simply exclude far too many potential givers with this tactic.

Thank You Gifts More than 90 percent of all people who pledge are likely to contribute even if no premiums are available.

The primary role of premiums is to provide "lift"—that is, premiums cause a listener to pledge more money than if no premium were available.

Generally, Repeat Givers are more likely to take premiums than New Givers. This is due, in part, to the fact that New Givers are less inclined than Repeat Givers to pledge large amounts.

Generic gifts are generally the most popular (t-shirts, mugs, etc.). Premiums can also be used to help boost credit card pledging. Some limited offer premiums can influence when a listener pledges.

Thank you gifts have been known to cause listeners to pledge two, three and four times during a drive.

Offer a high-end premium and a basic or lower level membership – do not exclude potential donors

Basic membership – you get a NEW bumper sticker!

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Case and Close Messages in a Pitch CASE MESSAGES either state a reason to listen to KPFT or to contribute to KPFT. More importantly, there is a difference between why people listen and why they contribute. Folks listen to derive some benefit from our programming — it’s informative, entertaining, relaxing, stimulating, etc. Listeners contribute because the programming is important to them and they buy into the idea that they need to give to the station in order for KPFT’s programming to continue. One of the goals of your pitch is to help listeners understand that their participation helps pay for our programming.

CLOSE MESSAGES include very specific calls to action: call now to pledge; here’s how much we suggest you contribute; renew your membership by calling; etc. Premiums and challenges are CLOSE messages, not CASES.

Use a balanced message mix. Listeners find CASE messages more interesting and less annoying than CLOSE messages.

The more CLOSE messages in a break, the more likely listeners are to get annoyed

with fundraising.

Too much CASE and not enough CLOSE and your phones won’t ring! What’s the right balance? You usually can't go wrong starting a break with a CASE message and then alternating CASE and CLOSE messages through the break. The final minute or so of the break should be heavily focused on CLOSE messages. Similarly, the first few days of a drive are more heavily focused on CASE messages, while the last few days emphasize CLOSE messages.

Avoid Forward Promoting. Pledge drive is really about the only time you’ll be encouraged to not forward announce a next set of music. If you’re following the case and close model throughout a pitch, chances are a forward announce of upcoming music will only serve to reduce the effectiveness of the pitch you just worked so hard on. Taking the wind out of your pitching sails may be a hackneyed metaphor, but when it comes to finishing a pitch with a forward announce, it’s quite apt.

USE YOUR INTUITION – stretch breaks if necessary – do what works for you!

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Planning a Pledge Drive Program Well-produced pledge drives can reduce listener tune-out. Redesigned pledge drives can bring in more new members and more revenue employing fewer days and hours of pitching.

Program Structure and Timing of Pitch Breaks Scheduling pitch breaks helps you get in enough good pitches without sacrificing the entire program or its general flow.

What are the regular elements of the program? How many pitch breaks will you have in your show? Is there anything special that you are including in the program for the drive? What is the theme or focus of your show/pitches?

Anatomy of a Good Pitch Break

o Have a conversation with your pitch partner. The audience is then part of the conversation. A conversation is a lot more interesting than a monologue, and if people are engaged, they’ll listen and pledge. Make sure your conversation INCLUDES the listener.

o Be specific — not general. Create the feeling that a person from our audience is seated next to you and you are conversing specifically with him or her.

o Use concrete examples. Talk about real things that people can relate to. Reading the morning paper, driving to work, making dinner, buying CDs all serve as metaphors for the listener to relate to, agree with, and then pledge.

o Use imagery. Paint pictures when you pitch. Your verbal imagery will touch a wide range of emotions, and help motivate the listener to pledge.

o At least once every break, explain why we’re having a membership drive on-air. “We’re having this drive to raise the money it takes to keep KPFT on the air; Pacifica Radio is funded by listener contributions so we’re asking you to contribute.”

o Relate your pitch to current events. It might be an item from the paper (“I read last weak that Super Cool Sneaker just spent 1 million dollars to produce a 30 second commercial”) or a story covered by KPFT ("You've heard on KPFT about net neutrality”). Putting Pacifica Radio within the context of the real world helps the listener relate to the station and to understand that the need for his/her support is real.

o Sound professional in what you say and in getting in/out of breaks. Don’t lower your standards because it’s a fundraiser. The audience hates a lame program host as much as you do.

o Know your “product.” Be well versed about the program(s) you’re pitching. When it’s your own show, this is easy to do. But if you’re guest pitching on another show, be sure you take the time to learn about that program. When you’re asking people for money, listeners feel insulted if they know more about the show than you do.

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o Tell the listener how wonderful he or she is. Positive reinforcement makes people feel good and that helps them pledge. And the truth is, our listeners are wonderful people. They’re helping to make us a unique radio station. KPFT MEMBERS ROCK!

o Know the benefits of membership in KPFT. Know the membership levels. (included in this binder)

o Cover only one point at a time. Effective salespeople know that presenting too many benefits at once confuses the customer. The best pitches aim only one point at the listener. So target the heart, head, or wallet, but not all three at once. Also, remember to only pitch one or two pledge levels of thank you gifts at a time.

o Use Positive — not negative — language. Always talk about KPFT, our programs, our volunteers, and the membership drive in positive terms. This reinforces good feelings in the listener about having KPFT on the air. If a listener feels good, it increases their chance of pledging.

Samples of Positive vs. Negative Language

Positive NegativeIf you live in Sugar Land, we’d love to hear from you! Call now with your pledge of... Now is a great time to call in with your pledge, because there’s no waiting. You’ll get right through to a volunteer... If you’ve been listening to KPFT and are not yet a member, now is a great time to join the KPFT family. You’ll become part of a special group … Your membership helps keep KPFT strong. We’re proud of our more than 9,000 members. Join this wonderful group of supporters. Call...

Your pledge directly benefits you. Your $40 membership goes to keep Democracy Now coming to you on KPFT…

We haven’t heard from our listeners in CITY... No one is calling now… If you’ve been listening to KPFT but haven’t joined as a member, why not call us now… If you don’t pledge, KPFT becomes weaker... Only a few people who listen to KPFT become members. We need more of you to make the decision to support this station by calling.... KPFT needs money, so please give us $40....

o Make a statement the listener agrees with. The audience needs to agree with what you say before they’ll make a pledge. If you can get them nodding their head in agreement, it will be easier to get them to agree to go to the phone. This technique works well with references to what the listener may be doing at that time of day. You can get them nodding in agreement when you talk about getting the kids dressed for school, making breakfast, driving in rush hour traffic, etc. Get them nodding and soon they’ll be agreeing that they can take the 90 seconds to make that quick and easy phone call. Examples:

o “You enjoy the music you hear on KPFT.”

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o “You appreciate having a station that doesn’t take up your time with commercials.”

o “You find out what’s happening in our community by listening to KPFT.” o “No other radio program covers the news like FSRN or KPFT News.”

o Speak of benefits instead of features. Some examples… o A feature of KPFT is that we are commercial-free. The benefit is that we

play more music and the listener doesn’t have to wait through five minutes of commercials in order to hear music or news.

o Another feature of KPFT is that we play alternative news programs. The benefit is that you learn and understand more about your world because you can listen to uncensored information.

Feature Benefit Frequent traffic and weather reports We give frequent weather reports in the

morning to help you know how to dress for the day or maneuver in Houston traffic

In-depth reporting The more you know about an issue the better able you are to make good decisions.

Knowledgeable music announcers You gain a greater understanding of and appreciation for the music you enjoy listening to on KPFT.

No commercials You hear 60 minutes of music or news each hour. Your time is well spent when you listen to KPFT.

Don’t Forget to Ask Directly Call the listener to action. If you don’t ask for the sale, you’ll never get it. “Call now and make your pledge to KPFT.” Believe it or not, survey after survey has shown that 50% or more of listeners never understood that their station was asking them for MONEY when they asked for SUPPORT!

Give the phone number (713-526-5738) often and clearly. Tell them what to do. “Call 713-526-5738 and make a pledge of $40 or more to KPFT. Bring your credit card to the phone with you too, because it will save KPFT postage and paper, and save you 44 cents.”

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What Makes a Successful Pitch?

o Know your audience – target your audience o Talk to the individual o Stick to the FACTS (funding sources, costs…) and make sure you know them o Why we need listener support o PLAN & practice/Preparation o Understand that things may change – what works one day may not work the next o Help each other – show up early or stay late or guest pitch on another show! o Call to geographical regions o Keep thank you gifts fresh & make packages o Appeal to the diversity of programming o Ask musicians or “celebrities” to pitch o HAVE FUN! o Honesty/Sincerity o Pity/Guilt – unfortunately, this still works! o Enthusiasm o Members will be voting o Drive by and see the station – while you’re here, make a contribution o Direct Asks work o Mention Specific goals – “We need 4 new members to call this hour” o Keep up the momentum o Be Aggressive/Be Vocal o Be yourself o Motivate the listener o BEST PROGRAMMING o Follow a pitch clock o Positive Message o Lighten Up – Use HUMOR o Variety o Visualize and spotlight the listener

Listeners’ answers to the questions, “What makes a successful pitch?”

o Even $5 helps o Like to pledge in the beginning – superior feeling o MATCHES – challenges o GUILT – no phones ringing because nobody’s calling o The idea that someone has to pay o CDs/gifts can be the hook o Good feeling o Stickers – want to tell others about KPFT/spread the word o The excitement of pledge – hear the fun!

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Things to Stress During a Drive

New Members We always have new listeners in addition to listeners who’ve been around for a while and have yet to contribute. Invite them to join us. Membership is what keeps this great Pacifica Radio station on the air. Make sure they know that contributions from listeners are KPFT’s most important source of income.

Renew Your Membership Thousands of people who joined as new members last year have yet to renew. We want them back. So speak to them “...if you joined us as a member last year and haven’t yet renewed, do so right now by calling 713-526-KPFT. This drive is a convenient way to sign-up once again as a listener-supporter.....” Another way to talk about renewals is to say, “If you’ve received a letter or phone call from us asking you to renew, now is a great time to take care of that. Call….”

Charge Your Pledge (On the Phone or On-Line at www.kpft.org) Many folks think it’s better for us if they pay by check. This isn’t true. KPFT actually saves money when people charge their membership. The fee to process a charge is very small and we get the cash right away (which means we earn more interest). A check pledge requires postage, paper, and twice as much computer time. Ask often for credit card pledges, and remind listeners that it is better and less expensive for us and for them if they charge their pledge.

Tip: Tell listeners paying by plastic saves a tree and saves them 49 cents. This hits home with Pacifica Radio listeners.

Dispel the Myth that Someone Else Will Pay Despite years of on-air fundraising, most public radio listeners believe that the government pays for all of public radio. This is a myth. Stress often to the listener that no one else will pay for KPFT. It’s up to him/her.

Online Pledge Encourage listeners to pledge online on KPFT’s secure donation site or via PayPal (both available at www.kpft.org).

Encourage Higher Level Pledges We want to say again and again that “every dollar makes a difference” and that “you decide the amount that’s right for you.” At the same time, it’s essential that we become as comfortable talking about $10 a month, $15 a month, and a dollar a day as we are talking about $40 basic membership.

Feel funny about asking people for amounts like $120, $365, or even $500? Don’t. There are people that are inclined to become members of a Pacifica Radio station that can afford these membership levels. So, keep in mind that there are plenty of people listening who can afford to make a $120, $180, or $500 pledge. Go ahead and ask! It’s rare for a person to give more than they can afford. So, you won’t be taking food out of anyone’s mouth.

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Tip: Don't list a bunch of pledge levels during a pitch. Focus on only one level at a time and on only two pledge levels in a break.

Say Thank You And say it often. Thank the people who are already members. Thank the people who have pledged this drive. Encourage listeners to move forward with us. The more you thank listeners, the more they feel part of the drive and the better they feel about KPFT.

When you read names to say thanks: Skip over names you can’t pronounce. If you think you have mangled someone’s name, just go on to the next one. Use it as a chance to talk about the incentives callers have chosen. Use it as a way to work in the phone number.

Just Ask Many people who try their hand at fundraising make a great presentation but then fail to ask directly for a financial contribution. Be sure to make the CLOSE. “…and that’s why it’s important for you to call now to make your pledge. Call 713-526-5738.”

Things to Avoid During a Drive

Whining, Begging Listeners do not like to be threatened and they hate whining.

Don’t Apologize for the Drive On-air fundraising is something to be proud of. This is what makes Pacifica Radio work. If you apologize for doing this, then listeners get the message that membership is something unimportant or to be avoided.

Don’t Say You’d Rather Not Have to Pitch If you tell the listener fundraising is a drag, then they’ll feel exactly the same way, tune you out, and you’ve lost the opportunity to get a membership.

Don’t Say KPFT Will Go Off the Air Don’t say the sky is falling. No one gives money to a sinking ship. People like to give money to organizations that are healthy, strong, doing things they like and spending money wisely. Fortunately, KPFT is all these things, but we do need help to keep going.

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Pledge Messages, Scripts, Inspirations We consider listener contributions as more than just payment for service, but as a symbol of your belief in the value, purpose and importance of KPFT embodied in the expectations of radio's early listeners and pioneers. In 1970, KPFT in Houston was founded. A look at Pacifica's Mission Statement shows how similar KPFT’s daily goals are to the hopes expressed many years ago.

Use the Pacifica Mission Statement

To establish a Foundation organized and operated exclusively for educational purposes no part of the net earnings of which inures to the benefit of any member of the Foundation.

To establish and operate for educational purposes, in such manner that the facilities involved shall be as nearly self-sustaining as possible, one or more radio broadcasting stations licensed by the Federal Communications Commission and subject in their operation to the regulatory actions of the Commission under the Communications Act of 1934, as amended.

In radio broadcasting operations to encourage and provide outlets for the creative skills and energies of the community; to conduct classes and workshops in the writing and producing of drama; to establish awards and scholarships for creative writing; to offer performance facilities to amateur instrumentalists, choral groups, orchestral groups and music students; and to promote and aid other creative activities which will serve the cultural welfare of the community.

In radio broadcasting operations to engage in any activity that shall contribute to a lasting understanding between nations and between the individuals of all nations, races, creeds and colors; to gather and disseminate information on the causes of conflict between any and all of such groups; and through any and all means compatible with the purposes of this corporation to promote the study of political and economic problems and of the causes of religious, philosophical and racial antagonisms.

In radio broadcasting operations, to promote the full distribution of public information; to obtain access to sources of news not commonly brought together in the same medium; and to employ such varied sources in the public presentation of accurate, objective, comprehensive news on all matters vitally affecting the community.

KPFT – Pacifica Radio promotes cultural diversity, advocates freedom of the press, serves as a forum for various viewpoints and maintains an independent funding base because of your support.

25 MISSION POINT: educational purposes

o There are just a few words that describe most other radio stations: Soothing.

Great background music. o There are plenty of words that describe KPFT: Captivating. Enlightening.

Thoughtful. Interesting. o Pacifica Radio’s purpose is to educate and inform. It’s radio that can command

your attention. o We pay for our programming with the help of listeners who use the service. o So take a moment and call with your pledge.

MISSION POINT: self-sustaining

o What words do you use to describe KPFT? o How about “Intelligent” or “Different”? Maybe “Engaging” or “Unusual”? o Here are two more words that we use to describe what we do: “Listener

supported.” o Contributions from listeners keep us on the air. o So call us right now with your pledge, 713-526-5738, or pledge on-line at KPFT

dot org.

MISSION POINT: serve the cultural welfare of the community

o KPFT provides great programming and excellent service to our listeners. o The service we provide is unique. o So is the way we pay for it. o We ask those who listen to contribute. o Call right now with your pledge, 713-526-KPFT or pledge on line at kpft.org.

MISSION POINT: promote the study of political and economic problems and of the causes of religious, philosophical and racial antagonisms

o Probing. Inquisitive. Thoughtful. Questioning. o KPFT is all of these things. o When you tune to KPFT, you join in on the process of examining life and culture

in a way that makes us all better citizens, and better people. o Support a radio service that supports you in your life. o Call right now with your pledge, 713-526-KPFT or pledge on line at kpft.org.

MISSION POINT: to promote the full distribution of public information

o Pacifica Radio has proven its worth. o If you’re looking for a reason to call KPFT during our pledge drive, consider this. o Each and every day we provide outstanding journalism, thoughtful analysis, and

spectacular music. o We know that public radio provides something that no other station does.

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o If you’re looking for a reason to call, look back to the last few times you listened to us.

o Then call with your support. o We can stay strong only with your help. o Call right now with your pledge, 713-526-KPFT or pledge on line at kpft.org.

Other Script Examples

So many things compete for your attention these days. o Billboards. Television. Internet. Satellite TV. o Community Radio provides innovative, cutting edge programming in a form that

you can get no matter where you are. o At your bedside. As you work at the office. In your car when you commute. On

weekends. o Pacifica Radio can be great and be available only because people like you

support it with pledges. o Call right now with your pledge, 713-526-KPFT or pledge on line at kpft.org.

Radio that fits

o Some things just fit into our lives well. Take KPFT for example. Programs that you hear on the air just seem to fit your life.

o The Democracy Now! And Open Journal get you to work. A variety of great music energizes your afternoon. KPFT News and Letters & Politics escort you home in difficult traffic without a bunch of annoying commercials.

o Community Radio gives you the things you need only because listeners help pay the bills.

o Call right now with your pledge, 713-526-KPFT or pledge on line at kpft.org. We’re always commercial free

The biggest differences between commercial music radio stations and non- commercial KPFT are these: ◦ Commercial radio is made for advertisers. ADVERTISERS are the customer. ◦ Since KPFT is a community radio station, our customer is you….not advertisers. ◦ We present the music you won’t hear on the other stations and then ask listeners

like you to help support our efforts. ◦ Both commercial radio and commercial radio have their place. ◦ But I think that you appreciate the KPFT difference enough to become a member

right now. Call 713-526-KPFT or pledge on line at kpft.org.

Handy Pitch Phrases

o You listen…KPFT is listener-supported….Call now! 713-526-5738 o You listen. Listeners contribute to pay for the programming. Call now! o Members are KPFT's single most important source of funding o Listener contributions the largest and most important source of funding for KPFT

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o Membership is affordable - try $40 or $60 dollars a year…or even $10 a month! o Music on KPFT is part of your life o KPFT needs you and you need KPFT o KPFT is your companion...here for you every day o Consider $10 a month to help pay for the music you enjoy o Consider $10 a month to help pay for the news you value o Tell us you like what you hear.... Call 713-526-5738 o Keep the music coming the way you like it... o Radio isn't free...this kind of radio is expensive o Take responsibility for your listening...call now to make your pledge o The goal is not arbitrary. It’s what it takes to bring you the music you enjoy. o The goal is not arbitrary. It’s what it takes to bring you the news you depend on. o When you contribute to KPFT, you share the joy of listening to extraordinary

music o Don't take KPFT for granted o You don’t hear 20 minutes of commercials each hour- so listening is a good use

of your time o No 30 or 60 second commercials - you get nearly 60 minutes of music o The goal is real — what it takes to pay for the music you enjoy o KPFT is a dependable companion - here for you everyday o Remember: Every dollar makes a difference in the quality of what you hear on

KPFT o You pay for your other sources of news...consider your pledge a subscription to

KPFT o Make the connection between the music you enjoy and the importance of your

membership support o Make the connection between the news you rely on and the importance of your

membership support o You hear the difference between KPFT and other stations when you tune in. o A $120 pledge is only $10 per month o Keep the music coming the way you like it... o Pay for the news you value... o Call by call...That’s how Pacifica Radio works o This is news you can trust. o You value in-depth news coverage o This goal is set to balance the budget and keep programming quality high o Can we make this goal? With your help, we can! o The goal is made call by call - your call is important o Be the first to call! o Be the next to call! o Help keep up the momentum! o The phones are open — there’s room for your call.

28 Pitch Pointers Quick Reference

For each break, decide on a (single) case before getting on the mic. Make your pitching about the listener, not about us. Make it personal. Share your own feelings; get the listener to think about hers. Mention the phone number (713-526-5738) and web site (KPFT.org) often. Use words that connect to a listener’s feelings about the music and information they

hear on KPFT. Let your passion come through in your pitching. Relax, use a conversational tone. Smile when you pitch! Talk to one listener. Use “you” lots. Gratitude, gratitude, gratitude - say thank you a lot, and let listeners know how truly

grateful we are for their support and that they’ve chosen to listen to KPFT. Don’t apologize (or sound apologetic) when pitching. Have fun! It’s OK to crack jokes; just not “inside” jokes. Stay focused on the basic message-CONTRIBUTE NOW! Encourage new membership. Listeners must understand the basic premise: “Your financial support makes

community radio possible; call now to show support for the programs you care about and rely on here at KPFT.”

Get rid of the forward announce. Work out clear signals to facilitate smooth pitch handoffs. Consider other non-KPFT folks for pitch help. Challenge yourself to do special pledge drive shows. Listen to the content your listeners are hearing, and connect it to your pitching. Always conclude each pitch with a call to action: GIVE US A CALL NOW at 713-526-5738 or pledge online at kpft.org

20-Second Start “Good morning/afternoon! It’s our Fall/Winter/Spring/Summer Membership Drive and I want you to go to the phone right now and dial 713-526-5738 to become a member of KPFT. I’m (name) and I’m a volunteer here at KPFT. I’m joined by (name of pledge partner), another volunteer (or staff member), and we are so excited to be here on this program (program name) today to share with you why it is so important to support this vital community resource, KPFT Pacifica Radio.”

Why Use the 20-Second Start? In the first 20 seconds of a pledge break, most listeners are still tuned in. As they very quickly realize that you are asking for money, they are likely to tune out. So, in the first 20 seconds, you want to convey as much vital information as possible…and then move on with the meat of your pledge break.

29 Nine Emotional Triggers

There are nine emotional trigger points for loyalty. They are: Approachability, Curiosity, Empowerment, Familiarity, Identification, Pride, Relevance, Trust, and Warmth. (Source: Research Alert, 5/2/03) Think of KPFT programming and how you might encourage KPFT listeners to make the choice to become a KPFT member/listener- supporter.

o Approachability. Open up, listen, and give listeners the information they seek. How can you encourage this open dialog with listeners?

o Curiosity. KPFT can create a feeling of curiosity and intrigue that leads to further exploration. How can you make KPFT intriguing, encouraging further exploration?

o Empowerment. There are several ways that KPFT empowers the listener. Name a few.

o Familiarity. Familiarity is developed through communication over time. Is your communication consistent?

o Identification. KPFT reflects an image that's consistent with the listener’s own values, attitudes, and identity. How can you better identify with the listener?

o Pride. This dimension includes both pride among those who are KPFT members and envy of KPFT members among those who are not. Name a few ways that you can show that you’re proud to be a part of KPFT.

o Relevance. The listener has a feeling of involvement with KPFT as a result of KPFT's importance and emotional fit in his or her life. How can a listener feel more involved when he/she becomes a listener supporter?

o Trust. Trust leads to intimacy and a close relationship. How can you build trust with listeners?

o Warmth. This arises out of KPFT’s relationship with the listener. What makes you feel warm towards KPFT - either as a producer or a listener?

Other Valuable Information

The top four reasons for becoming a member are:

To sustain the service; To improve the service; To pay for past listening; It’s the responsible thing to do.

30 The following is information from the Listener Focused Fundraising Project (LFF):

o Listeners don’t resent being asked for money, they resent being asked in a way that is not consistent with our values and their expectations;

o Listeners prefer direct mail to all other forms of fundraising; o Listeners prefer fundraising appeals that are informative, short, and to the point,

whether on-air, through the mail, on-line, or over the phone; o There are six known modes, or groups, of on-air fundraising messages. Some

are considered good programming and some are not. In order of most negative to most positive, they are:

o Frantic very negative; more sound, no message, noisy phones, busy music beds

o Blaming & Pleading very negative; threats, whining, guilt, weakness

o Give & Get very negative to neutral; selling, get stuff for giving (premiums)

o Funding Facts neutral; Why we give, usually calm, rational, How to give

o Personal Importance positive; resonates with our listeners’ values, calm tone; programming

o Lighten Up very positive; intelligent humor, less serious approach, in character

Let it be noted that distracting, off-message, non-program related noises during pitches are a big turn off for listeners. That’s right, a ringing phone interrupting a pitch is annoying. Pitches that are too long and go on and on and on are viewed as negative. Stick to the pitch clock (no longer than 3-7 minutes). Pitching a couple of levels in a pitch is okay…but more than 2 levels is counter-productive and confusing. No shopping lists. At least once an hour, explain the membership drive. What it is and why we have them. Don’t assume our listeners know what you’re talking about.

Let your program speak for itself. The closer you stay to your regular programming style the better the listener perception will be. Simply put, listeners who think the pledge drives sound better…keep listening! We can do our part to make the drive sound as good as our regular day-to-day programming.

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Formatting Pledge Breaks

Elements to include in your pitch break include

o case messages o close messages o phone number o pledge online o pre-produced pitches o challenge o thank you gifts o goal updates o sustainer program o matching gifts o tax deductibility of gift (Pacifica Foundation is a 501(c)(3) educational organization) o What else???

Sample Pledge Break

Who Location Pitch point Type of pitch Time Mrs. V Studio 1 Intro w/ phone # Case 15:10:00Duane Pledge

Central

Basic pledge level w/ phone #

Close 15:10:30

Mrs. V Studio 1 90% of revenue comes from listeners

Case 15:11:00

Nancy Studio 2 Payment options Close 15:11:45Recorded pitch

studio Cost to run station

Case 15:12:30

Mrs. V Studio 1 Follow up Case 15:13:15Duane Pledge

Central

Challenge/update Close 15:14:00

Mrs. V Studio 1 KPFT is important to you

Case 15:14:30

Nancy Studio 2 Thank you gift Close 15:15:30Duane Pledge

Central

Update on phones

Close 15:16:15

Mrs. V Studio 1 Back to program Transition 15:16:3032

Fill in the blanks to create pitch breaks that you can use for this drive

Break Theme _____________ Start Time __________ End Time __________

Who Location Pitch point Type of pitch Time Break Theme _____________ Start Time __________ End Time __________

Who Location Pitch point Type of pitch Time

Break Check List

Programming *Talk about programming *Forward promote Case - Reasons to Give Close – Call to Action Pacing and Conversation *Good balance of voices Importance of Listener Support Phone Number *Website * Mobile phone Pledge Amounts Thank You Gifts Housekeeping *Easy to do *Visa/Mastercard Challenge Drawing

Listener Comments

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Pledge Producer Pitch Balance Sheet Break elements: Who’s on the air? • Explain drive • Phone numbers & web site Case/Close messages • Pledge levels • Credit cards • New member appeals Thank you reads • Recorded funding spots • Updates on goals/challenges

Hour Number

Number of Breaks this hour

Break

Message

Giving Level Notes

Message

Giving Level Notes

Message

Giving Level Notes

Message

Giving Level Notes

Message

Giving Level Notes

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KPFT Thank You Gift Submission Form Fund Drive Code:

Program(s): Dates(s) Offered:

Contact information: Vendor: Contact:

Address:

Phone:

E-Mail:

Type: CD BK T-SHIRT CAP PKG Other: Description:

Number in Stock: Unit:

Cost: $

Fair Market Value: $

Pledge Level: $ (to be determined w/Membership Dept.)

Submitted by: Date: Please leave in Membership Coordinator's box. Thank you!

For Development Office Use Only

Approval: ______________________________

ID Code: _______________________________

Date needed: ___________________________

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Pitch Training Activity Imagine a KPFT listener. She is sitting across from you, spends more time listening to your station than any other and has disposable income. You want her to make her first- ever contribution to the station. What would you say? What pitch points/issues?

How much you would ask for?

How long would it take you to convince her to give?

Will the pitch message resonate with what the listener believes about herself, the station and its programming?

Will what I say help the listener place a monetary value on her use of the station, the benefits she derives from listening and the need for her financial support?

Will the pitch result in a more immediate response using a method that is most helpful to the station? (e.g. credit card or EFT pledge)

Will my appeal increase the likelihood that she will give again at the same level or more?

How does KPFT encourage dialog with the listener?

How does KPFT inspire curiosity?

How are listeners empowered through KPFT?

How are volunteers empowered through KPFT?

How is the community empowered through KPFT?

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What are the consistent messages aired on KPFT? What about KPFT do the listeners identify with?

What do KPFT listeners value?

What about KPFT makes you proud to be a part of it?

How is what you do at KPFT relevant to the listener?

In what ways does KPFT build trust with listeners?

What makes you feel warm towards KPFT – as a listener or as a volunteer staff?

How is the mission of Pacifica relevant to the listener?

In what ways do you exemplify the Pacifica Mission in your work at KPFT?

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KPFT Details

Pledge Phones

Line 7 in the phone bank is forwarded to a 24 hour roll over answering service. The answering service will take any overflow calls and e-mail us any pledge information hourly. If there are unmanned phones during your program, forward those phone to the answering service (instructions are taped on each phone), so that the calls will roll over to the answering service. DO NOT TAKE LINE 7 OFF THE HOOK.

As an alternative to calling, encourage e-pledges at www.kpft.org. All e-pledges are time-stamped and will be credited towards corresponding program goals.

Operating Expenses

Overall Projected Annual Operating Costs for FY15: $1,162,316. That means that it takes almost $140 each hour to run KPFT. And remember, listener support makes up nearly 100% of the budget.

OVERALL PROJECTED EXPENSES COST/YEAR COST/MONTH COST/WEEK COST/DAY COST/Hr

Salaries & Related Expenses $608,232 $50,686.00 $11,696.77 $1,666.39 $69.43

Board Expenses $20,420 $1,701.67 $392.69 $55.95 $2.33

Administrative Expenses $147,373 $11,947.75 $2,757.17 $392.80 $16.37

Programming Expenses $147,358.00 $12,279.83 $2,833.81 $403.72 $16.82

Development Expenses $133,383.00 $11,115.25 $2,565.06 $365.43 $15.23 Community Event Expenses $6,000.00 $11,115.25 $115.38 $16.44 $0.68 TOTAL $1,062,766.00 $98,845.75 $20,360.88 $2,900.73 $120.86

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Evaluating Pledge Drives The best way to improve your next pledge drive is to get immediate feedback on this drive. Hold a staff meeting after the drive. Review what worked, what didn't and what can be changed for the next go-round. Talk to listeners. Talk to volunteers. Keep an open mind. This feedback is valuable.

Evaluation by the Numbers The best time to start preparing for your next pledge drive is during this pledge drive. Over the course of the drive, make sure you collect accurate information about—

o New Member Pledges. This number will change once you verify the listener's status, but it is useful to tally these for a quick look at how well you did in getting New Giver pledges.

o The Actual Goal for Each Hour or Half Hour. Sometimes goals are changed during the drive. Make sure your records reflect those changes.

o Number of Pitch Breaks and Time Spent Pitching in Each Hour or Half Hour. This information is useful for calculating the effectiveness of your messages.

o Who Was On the Air. This helps you evaluate the effectiveness of your pitchers. Also note who the producer was for each hour.

o Challenge Grants. Track the type of challenge, the specific offer, and whether the challenge was met. This is useful for future planning and to tell grantors how much leverage their challenges generated for the station.

o Credit Card and Installment Pledges. There's a good chance these results are influenced by the producer for the hour or the people pitching on-air. Here's a chance to find out who is good at getting these pledges and who needs help, who should work especially well together.

o Special Offers. Make sure you note when special premiums or packages were offered as an incentive to pledge in that hour..

o Unusual Events or Circumstances. Major news stories, bad weather and equipment problems can affect the outcome of the drive. Document such events so you know what might have influenced your results.

Evaluating the On-Air Performance It's easy to improve your on-air pitching once you put your mind to it. Start by keeping a notebook of pitchers and pitches that sounded particularly good or bad during the drive. Tape at least one shift of everyone who pitches on air. Tape at least two shifts of your best on-air pitchers. Listen to the tapes immediately. Find a few breaks for each pitcher that will provide constructive feedback. Have them transcribed.