When we surveyed stations last year about their on-air fundraising practices only 30% said they used air checks from on-air drives. Programmers use air checks to review and improve everything else on your station. Since fundraising is programming, we should use air checks to make drives better too.
Air checks are the best way to experience your membership drive the way a listener does, which is exactly what you need to do to create a listener-focused pledge drive. Air checks are the best tool we have to make our drives sound better (keeping listeners with us) and perform better (turning listening into more givers and revenue).
When you do listen to air checks, here are some good ideas about when and how to listen, and how to use what you hear to improve the sound - and fundraising effectiveness - of your drive.
1. Listen to air checks after every drive.
And don't wait too long to do it! It's best to listen soon after the drive so the experience is still fresh in everyone's minds.
Don't look for your best or the worst pitch-breaks. Instead, find a handful of typical examples of how your drive sounded. This is what your typical listener heard.
And, of course, listen to the same air checks again right before your next drive to reinforce what you're aiming to improve.