Authentic Representation Through On-Air Fundraising

Membership, email, on-air drives, engagement

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“If you can see it, you can be it.” 
– Elizabeth Marvel

I met Jamie Green, Multi-Platform Senior Producer at Public Broadcasting Atlanta, at an on-air fundraising conference in 2018. While we connected on strategy and being from similar markets, it was also noticeable that there weren’t many people in attendance who were African American or Latinx. Jamie and I shared our dreams for a future in public media where diversity, equity, and inclusion would be embedded in all fundraising efforts for the entire system. In the time since, we’ve both worked to make that vision a reality at our respective stations. We now find ourselves with an opportunity to share our stations’ DEI fundraising efforts, and, more importantly, with a public media system that is receptive to learning and committed to growing.  

Authentic representation and building diverse community connections is important for all stations, regardless of the market. It is even more essential in the Greater Houston area, where I serve as Director of Membership and Donor Services at Houston Public Media. Houston has been named the most diverse city in America, and based on demographic studies, we can see that our youth is predominantly BIPOC.

It’s not uncommon to hear public media professionals expressing concerns about alienating their current audience with DEI-heavy fundraising. The key takeaway for all stations is if your content and messaging is not reflecting the diverse voices in your community, you’re not going to be prepared for the future.

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