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March 31, 2004
Giving NPR evangelists a voice
John Moore from the Brand Autopsy blog writes of his distaste for incessant groveling by NPR stations during on-air pledge drives. Then, in a follow-up post, he offers ideas to make pledge drives more bearable for everyone, including this:
Why can’t these public radio stations... use current paying subscribers to make the sales pitch? I would love to hear current subscribers tell me why they choose to donate money. Public radio stations could reach out to their subscriber base and invite long-time subscribers, first-time subscribers, and intermittent subscribers into the studio to record their story of why they choose to donate. Then, instead of hearing on-air talent ad-lib their inane sales pitch, listeners would hear passionate and articulate stories (disguised as pledge pitches) from current subscribers. That sounds like a much more meaningful and appealing way to drive donations.
John's right: It's the word of other members that's the real, and more trustworthy, marketing.
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Good point, and in fact in Boston they do that. They're in the midst of the pledge drive for the local PBS station - WGBH. And in the midst of the on-air talent ad-libbing, they have included some great stories from subscribers as to WHY they pledge.
John Moore is correct...that kind of pitch is much more likely to open my wallet. The continued chatter by on-air talent just makes me change the channel.
