5 Reasons Listeners Won't Donate
And How to Overcome Them!
|
|
5 Reasons Listeners Won't Donate
|
|
|
|
|
|
||||||||||||||||||||||||||||||
Reason #1 Why Listeners Don’t Donate: No NeedPeople in our modern society rarely buy something because they need it. They buy something because they want it. For example ... In a retail selling situation at any department store, when a customer says to a salesperson, "I don't need your product" they really mean, "I don't want it". If the customer really does need a product, they will buy it without any help. There will be no need for assistance because, after all, they really need it. (Notice that there are no retail toilet paper salespeople in any stores. People need toilet paper, and they don't need a salesperson's help to buy it.) So, how does this apply at WRUW? Two possible ways. First, “No need” could mean “no need for WRUW”. However, that wouldn’t be accurate, would it? If listeners didn’t need the “product” (programming) WRUW offers on some level, they wouldn’t listen! Second, “No need” could mean “no need for the premium you are offering me”. Aha! This is truly one of the five reasons why listeners don’t donate. In other words, the listener is saying something like any of the following phrases:
EVEN THOUGH we are not "selling" our premiums as the reason to donate, let's acknowledge the moose on the table in front of us: getting a good premium is ONE REASON people DO donate during the fundraiser. So, one reason listeners don’t donate is because they have no need for the particular premium you are offering during a particular pledge break no matter how much you talk about it, push it, or hype it. Let me re-emphasize that by breaking it down into three lines: - One reason listeners don't donate is because they have no need for ... - The particular premium you are offering ... - During a particular pledge break. It's NOT because "no one is listening to your show" or "people hate your show" or "the minimum donation levels are too high for your listeners" or some other head trash self-limiting talk you have about why people aren't donating during your show. The Solution For Combating the “No Need” Reason1. Have several pledge breaks during your show. 2. Offer a different premium (or very short list of related premiums) during each pledge break. 3. Plan everything in advance ... what specific premiums you will talk about and when. Here is an example, adapt as you see fit:Know ahead of time that around 1:30p you’re going to talk about the new “WRUW logo items”. Of course, first you’ll talk about WHY we’re doing this fundraiser, and then you’ll talk about ONLY the short sleeve and spagetti-strap girlie shirts and how über-cool they are. Give out the phone number a couple of times, and shut up. Then, you plan to go back on-mic around 1:50p, and at that time, you’ll talk about WHY to give to WRUW/CWRU, but you’ll only talk about the “pint glasses” and “shot glasses” as premiums. How über-cool THEY are. (Nothing about t-shirts this time.) Give out the phone number a couple of times throughout, and shut up. Then, you plan that around 2:15pm you’ll focus on three of the CD premiums that fit your format. Describe them. What’s good about them. Why someone should have all three in their collection for a mere $80 contribution to WRUW to help us buy more music they like. Give out the phone number a few times throughout, and shut up. Get the picture? 1. Have several pledge breaks during your show. 2. Offer a different premium (or very short list of **related** premiums) during each pledge break. 3. Plan everything in advance ... what specific premiums you will talk about and when. You’ll have a better chance of appealing to people who have “a need” for the particular premiums we are offering, if you offer a lot of different choices, over a predetermined period of time.
|
|
