Leading With Influence and Persuasion in Public Media

Membership, Corporate Support, Major Giving, General Management, leadership

Leave a comment

Leadership roles in public media are often very challenging and complex. Whether you’re a GM, a PD, marketing director, underwriting director, or membership director, we are all responsible for creating strategies and painting a vision. However, when leading a team, creating consensus and alignment is not an easy task.

My go-to source for enhancing my ability to persuade people without coercion, is a book titled “The Art of Woo.” The authors Mario Moussa and G. Richard Shell both teach at the Wharton School. “Woo” refers to the ability to “Win Others Over.” It’s this ability to persuade, according to the book, that allows us to achieve our business goals.

Develop Trusting Internal Business Relationships

Woo is basically relationship-based persuasion: a strategic process for getting people’s attention, presenting your ideas, and obtaining approval for your plans and projects. Face-to-face meetings are the best way to develop trusting relationships. Such settings enable people to catch nonverbal cues such as voice-tone, body language, and emotional emphasis.

Cultivate Self-Awareness 

Continue reading →

The Great Major Giving Pivot

Major Giving, General Management, leadership, philanthropy

Leave a comment

Whenever I talk to leaders in other nonprofit industries about fundraising for public media, they tell me how lucky we are. They understand that our supporters - the people who love and give to public media - are truly the stuff of envy. Our fans proclaim their adoration on tote bags, in dating apps, in conversations with friends and family, and by becoming members. More than half of public media donors are sustaining members; they give year after year. This percentage is head-and-shoulders above the share of sustainers that can be claimed by other nonprofits. Not surprisingly, overall retention among public media donors is also significantly higher than the national index.

Public media has nearly perfected the model of raising money from a large swath of people who love what we do. Our central strategy has historically relied on the fact that our supporters engage with us everyday, all day long on our airwaves. When we want them to give, we don’t have to go far to get their attention. We simply go on-air and ask. These donor interactions are straightforward and transactional. And they deliver.

Like I said, the stuff of envy! Of course, our greatest strengths can conceal our greatest weaknesses, or, as I see them, our greatest opportunities.

Continue reading →

How Michigan Radio Uses Instagram to Cultivate Audience Engagement

instagram, Membership, Social/Mobile, social media, General Management, Engagement

Leave a comment

When digital director Jodi Westrick was hired at Michigan Radio, she knew her new station was excellent at telling stories with audio and website content. Her goal was to expand the reach of those stories to new and different audiences.

Westrick and her team began synopsizing the station’s reporting on the Instagram platform using single images, slideshows, and video. These Instagram posts link back to the full stories using instructions to “visit the link in our bio.”

Continue reading →

Great Sales Managers Are the Result of Great Training

training, Corporate Support, General Management

Leave a comment

I recently read an article in the Harvard Business Review Daily Alert titled “Why New Sales Managers Need More Training” by Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer. The article really resonated with me, especially when they mentioned the Peter Principal where “companies promote their best salespeople to become their worst managers.”

I was that person - a top salesperson who wanted to be a manager - and then quickly learned that I was not good at it! The things that made me great at one thing were not the skills needed to be a successful at the other. Fortunately for me, I worked for an organization that offered strong mentoring and training, and so I was able to acquire the skills to transition into management.

In smaller public media operations, the above scenario plays out every day: A sales manager retires or steps down, the station scrambles to get someone in place ASAP, and the first place they look is internally. Who is our best rep?

Continue reading →

Bust Your Organization's Internal Silos With an Audience-Centric Approach

PMDMC, Membership, Corporate Support, Major Giving, General Management, marketing, leadership, strategy

Leave a comment

This interactive session  was first presented by Atlantic 57 at PMDMC 2018. You can try three session exercises with your own team to explore how to put these principles into practice.

There's a division in many newsrooms today that has an impact on how well we serve our audiences. 

Most newsroom reporters and editors focus on creating content, while those in digital roles focus on distributing that content or analyzing audience analytics.

The challenge: Newsrooms are struggling to bridge the divide between old and new.

When these groups work as two teams instead of one, newsrooms struggle to bridge the divide between old ways of presenting content and the new ways in which audiences consume content. It's a gap that has a significant impact on the audience experience:

The solution: Unite your teams to serve your audiences.

Put the needs of your audiences at the center of your work. This seems like a no-brainer. And yet, many organizations are falling short of this goal. There are three key barriers that stand in the way. We'll outline what those barriers are, and how to bridge them. 

BARRIER 1: Media organizations try to be everything to everyone, everywhere.

Sound familiar? Audiences are moving across platforms at a rapid pace (think podcasting, social media, smart speakers...) Many organizations are scrambling to keep up with these platform shifts and can lose sight of the larger mission. 

Continue reading →

Preparing 2018 Tax Statements Under New Tax Law

Membership, General Management, calendar year-end, tax statements, tax law

Leave a comment

Sending gift receipts to donors is an end-of-year obligation for all stations. Embedded in this task is also the tremendous opportunity to thank your major, mid-level, and sustaining donors for a year of support.

Of course, there’s been a significant change to tax law since you last mailed your year-end statements. However, the Tax Cuts and Jobs Act of 2017 made no significant changes that should impact the compliance component of the tax statements provided to donors.

Compliance isn’t the only concern. We haven’t been able to predict how changes in the standard deduction requirements will affect overall charitable giving. Tax experts and fundraisers alike are watching this unfold. Therefore, it’s even more critical to communicate to donors that they are public radio’s largest and most important source of funding. This message is important year-round, but should be the foundation of your 2018 year-end communication with donors.

As you prepare your 2018 year-end correspondence, here’s what to keep in mind.

Continue reading →

The Good Things We're Doing With Our Member Survey (And How You Can Survey Too!)

Membership, Corporate Support, Major Giving, General Management, marketing, surveys

Leave a comment


Introduction

This September, Greater Public surveyed our members with the goal of determining how well we were serving them in our four main resource areas: our website, our ongoing webinar series, our professional advising team, and Benchmarks for public media. We serve fundraisers in public media - the ones who make sure public and community radio have the means to serve listeners - and we want to ensure we’re providing the best information and cutting-edge ideas so that they may succeed and, ultimately, public media succeeds. In this post, I’ll be sharing some of the raw data that our survey yielded, along with our own impressions of what it means, why it’s important, and what we’re doing to make our resources better.

We all take surveys (or are asked to!) and we almost never see what companies are doing with them. We want to be transparent about the feedback we get and what we’re doing about it. We also know many of our members also conduct surveys and we want to reveal how we go about doing ours so you can see too.

As we reviewed the results, we found that few criticisms were truly surprising to us. We had a sense for where we needed to do better before the survey went out, and had begun work on several projects that our survey-takers said they needed. We also discovered some new areas for improvement. Surveys can serve many purposes: to illuminate things going wrong you didn't know about, or reinforce what you already knew about needed changes. If you decide to take on a survey, know that the feedback can provide credibility and urgency when you need to, for example, request additional resources to make something better.

Continue reading →

Molly Davis’s Top Four Recommendations for Achieving Meteoric Growth With Benchmarks

Benchmarks for Public Radio Fundraising, Membership, Corporate Support, Major Giving, General Management

Leave a comment

Molly Davis says the first year was the hardest. It was also what set her station on a course for unprecedented fundraising growth.

The assistant general manager at 88.5 WFDD in North Carolina has overseen her station's data entry for Benchmarks for Public Radio Fundraising for the past four years. In order to receive her customized report, Davis was charged with gathering audience, expense, and revenue numbers from several different departments within the organization. Finding the right numbers to enter that first year was, frankly, hard.

The Challenges

WFDD is a university licensee; some of the raw data Davis needed was provided by staff members in campus financial services, who weren’t fully versed in the public radio business model or in the purpose of Benchmarks reports. When she reviewed her station’s past reports, she discovered their data had been entered both incorrectly and inconsistently. A key feature of Benchmarks is the ability to analyze year-over-year performance to highlight areas of opportunity. She began to take detailed notes on how each point of data should be calculated and where it came from (use our handy worksheet for your own notes). This would save anyone coming after her from the confusion she faced; it also vastly simplified her process the following year.

The Roadmap

After completing (and documenting) her data-entry process, Davis received her station’s report. It showed several areas where WFDD could be performing better. Some might have read the results with disappointment. Not Davis.

“We had loads of potential,” she remembers. “I pulled out that report and said here’s where we are. We are leaving money on the table.”

The Payoff

Continue reading →

How National Geographic Builds Social Media Trust During the Facebook Apocalypse

facebook, PMDMC, Membership, Social/Mobile, social media, General Management

Leave a comment

Thanks to “fake news,” bots, and political polarization online, trust in social media is at an all-time low. But social platforms still offer a powerful way to connect with audiences and donors.

Sixty-eight percent of Americans regularly use social media (Pew Research Center, 2018) and 31% of online donors now say that social media is the communication tool that most often inspires them to give, surpassing email for the first time (Global Trends in Giving Report, 2018).

A PMDMC 2018 session entitled “Building Brand Trust and Engagement in the Facebook Apocalypse” explored how one superstar brand, National Geographic, has built and maintained its social media effectiveness in an era of social media mistrust.

Continue reading →

What You Should Know About How Most Stations Run On-Air Drives

Membership, pledge drive, General Management

Leave a comment

On-air fundraising practices are the very lifeblood of public media. That's why we at Greater Public take a moment every so often to scan the landscape to discover what most stations are doing and not doing; how much, how often, and when. 

We've just released our 2018 On-Air Fundraising Practices Survey. This snapshot includes responses from 101 public media stations from all over the country and reveals how most stations are running their on-air drives. It shows us what practices are nearly universal, and which ones may be trending. 

[continued below...]

New call-to-action

Here is a glimpse of a few of the findings we captured in this year's survey:

Continue reading →