Writing Highly Effective Fundraising Copy PT.3

May 1, 2012 By Leave a Comment

There are a few more things we can do to make our fundraising copy reap bigger results.  The first is to make membership a privilege.

Membership Has It’s Privileges

Effective copy invites the listener to join your stations mission, not throw money at it.  Give them a sense of coming on board, being a life changer, being a part of an experience and a team.  Sell the opportunity to be a part of it.  

Don’t Be Shy About the Price

Setting a predetermined giving package makes giving simpler and easier for your listener.

Be honest about the actual cost of the things you do.  People understand it takes money to run a ministry or a business.  

But the numbers you should mention over and over is how little it takes to be a part of it all.  

“…for only $21/mo you can help us change our community, one heart at a time…”

Thank Them and Give Them a Receipt

Like most parents I taught my four kids to say thank you and when a gift was involved I made sure they mentioned what the gift was and how they’ll benefit from it.  

Why? Because, though it is more blessed to give than to receive, it is even more of a blessing to know your gift is truly appreciated and will benefit it’s recipient.

When you thank your listeners for their donation remind them what they’ve invested in.

You can do this easily by making post pledge drive copy a part of your pre-pledge drive copywriting.  And it doesn’t have to be anything complicated.  Simply creating a tag for listener calls will do it.  

Maybe something like, “…Your support made this possible.  Thank you.”    

Every time you thank a giver you remind them of the value of what they gave and put in their mind to do more next time.  You also nudge non-givers to get on board.

I hope these ideas have sparked a few of your own as you prepare for your stations next fundraising opportunity.  It is an honor to be a part of helping a worthwhile ministry survive and thrive.  

Just think of what your words will do!

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Kim Snyder has written. produced and voiced extensive pledge drive copy for the K-LOVE and Air1 Radio Networks, and donation appeals for Samaritan Purse, World Vision and many other donation based ministries.  Formally heard on the Air1 and KLOVE Radio Network’s at EMF Broadcasting, she has written, produced and voiced thousands of pieces for nearly 500 stations and major network clients.  Her voice talent credits include Sprint, Hallmark, the NFL, Christian Dior and Disney.  Kim Snyder Media, provides imaging, tracking, voiceovers and production services for radio and multimedia.

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Writing Highly Effective Fundraising Copy PT.2

April 25, 2012 By Leave a Comment

In part one I unwrapped some ideas on setting the stage to tell your stations story.  But when it comes to delivering that message, the approach is everything.

 

Embrace Your Listeners Opinion of You

As soon as the pledge drive dates are announced the first step for many of us production-types is to jump to a list of pieces we know we’ll need: imaging liners, liner copy, listener stories, etc.  But it’s not the written elements that will help you meet your goal; it is tapping into the listeners motivation to give.

And to do that we need to understand who they are and what they really think of us.

Do you have a bio for your target listener?  Have you given her a name, an age, a family, a job, a church?  Where does she spend her free time?  What TV shows does she watch?  The more specific you can be about your target listener the more effective your copy will be.  And the result is a listener driving down the road thinking, “I swear they’re talking just to me” because you are.

Now that you know more about your listener, what does she think about you?

Make a list of the most often used words or phrases that your listeners use when talking about you.  They are the buzzwords chosen for you.  (Wasn’t it nice for them to do that for you?)  If these words are not the keywords you’re pushing in your station copywriting, they should be.  

When you use the buzzwords your audience already embraces you are saying, “We agree that we’re your families favorite station”,  and can then move straight to “Now wouldn’t you agree you want to support that?”

 

Make It Real and Approachable for Anyone

At it’s beginning, reality TV’s appeal was….reality.  People long to connect to something real.  And when they hear honest, transparent copy they are drawn to respond.  You couldn’t keep ‘em away with a ten foot pole spanning two skyscraper roofs with the added windstorm of a helicopter camera crew if you tried.

Speaking to your target listener instead of the masses is a great way to break away from anything that approaches a sales pitch.  Favoring phrases like “…That’s the difference knowing God can make.   And that’s why we’re here…” over “Christian radio; Inspiring you to believe 24 hours a day…” opens up your message to people at any point in their walk with God. (see how I used that Christianese just for you?)

Another way to avoid begging or selling in donation copy is to paint still life pictures with your words.  

Set a scene.   (kitchen dishes clattering, kids in the background)
Address a problem in a way that includes honest, believable emotion.  (…mom sharing to a friend…”don’t get me wrong, I love being with them but sometimes…it’s just…lonely.”)
Explain your solution.  (anncr: …”That’s why we’re here.  To remind you of just how much you’re loved”…..song about never being alone….)
Ask for an investment in the value you bring.  (…and your monthly support helps us pass it along….call letters/phone number/tag)

 

Harness the Power of Listener Calls

 
Having a title for your campaign, a concise list of buzzwords and  concrete idea of the story you want people to literally buy into enables you to writing around listener calls much more easily.

In addition to the traditional listener call tags, write up some lead in’s and out’s that match the buzzwords you know people will use.  When listeners use them, have their calls catalogued in folders for quick and simple production.

For instance, if one of the things people tend to say is “you encourage me”, consider something like this:

    In:    Why are we here?   To make your day a little bit better.  (to remind you of Gods love, etc.)
    
    (listener story of encouragement from station)
    
    Out:    Have we encouraged you?  Call 800-555-GIVE to share your story and keep the encouragement coming.  WBBB – Together we can make a difference.

 

Presetting these ‘mini-themes’ will not only make your message more effective.  It will also make writing simpler and production more streamlined.  And who couldn’t use that during a pledge drive.

Next time we’ll take a peak at a few ways to button up your pledge writing campaigns for maximum impact.

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Kim Snyder has written. produced and voiced extensive pledge drive copy for the K-LOVE and Air1 Radio Networks, and donation appeals for Samaritan Purse, World Vision and many other donation based ministries.  Formally heard on the Air1 and KLOVE Radio Network’s at EMF Broadcasting, she has written, produced and voiced thousands of pieces for nearly 500 stations and major network clients.  Her voice talent credits include Sprint, Hallmark, the NFL, Christian Dior and Disney.  Kim Snyder Media, provides imaging, tracking, voiceovers and production services for radio and multimedia.

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Writing Highly Effective Fundraising Copy PT.1

April 18, 2012 By Leave a Comment

Everybody wants our money.  Your church, local charities, even your barista wants a little something extra in the tip jar.  Narrow down the list to those who you actually really want to give your money to and there will still be more hands than dollars.  

It’s the same for every one of your listeners.  So how do you spring your station to the top of your listeners giving list?  Maybe that’s the wrong question.

The real question we should be asking is, “How do we increase our listeners desire to support us?”

Every logical decision begins with an emotional motivation; If we do (X) then we will look better, appear smarter, seem nicer, etc.  It’s no different with giving to a ministry like Christian Radio.  Our job is to take a tangible need, your financial goal, and present it in a way that it comes to life in the ear of the listener so they can’t help but want to be a part of it.

In this three part series, I’m going to unwrap some ways to do just that.  But first, we start at the beginning.

 

Set the Stage

Ever notice how the title of an upcoming movie can make you see it just as much as the thumping music and action packed trailer?  When we see a title that’s lame or overused we tend to assume that the movie will follow suit.

Think of your pledge drive in the same way.  What does “the (insert year here) (followed by call letters) share-a-thon” really say?  “We want your money…again.”

Now consider who you are, what makes you special in your community, and the kinds of things people say about you over and over.  

These are the things people give to.  Create a title for your giving campaign that lets them know they have an opportunity to invest in what they already love.

 

Tell Your Story

For years, the go-to way of soliciting funds was a “you’d better or else” mentality.   The starving children will die.  Jerry’s kids will be left to fend for themselves.  A ministry will close up shop for good…this time.   Fear-based story telling was an effective fundraising tactic for a time, but not anymore.

It is crucial to tell the story of why you’re asking for money but not so you can unwrap a threat.  Sharing the story of your need, your history and your plans for the future invites the listener to feel like they know you and establishes your track record.  And we’re all more comfortable giving to those we know and trust.

Have three of your top tier people write a couple of paragraphs about who they think you are, why your station is important and what they see for your future.  

Compare them and look for common threads.  Take into consideration the buzzwords people tend to use when they talk about your station and you can quickly narrow down a concise list of phrases and keywords you can use as benchmarks in your donation copy campaign.

 

Next time I’ll layout a few ideas for spreading out those gems in the most effective ways.

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Kim Snyder has written. produced and voiced extensive pledge drive copy for the K-LOVE and Air1 Radio Networks, and donation appeals for Samaritan Purse, World Vision and many other donation based ministries.  Formally heard on the Air1 and KLOVE Radio Network’s at EMF Broadcasting, she has written, produced and voiced thousands of pieces for nearly 500 stations and major network clients.  Her voice talent credits include Sprint, Hallmark, the NFL, Christian Dior and Disney.  Kim Snyder Media, provides imaging, tracking, voiceovers and production services for radio and multimedia.

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How to Make Copy Come Alive

November 28, 2011 By Leave a Comment

How to Read Copy BetterHow do you read copy better?  STOP READING!

The first thing you need to know is that no one believes anything someone else is reading off of a page.

What people DO believe is someone who is talking from personal experience; someone who relates to where they are or has a sincere solution to a problem they have experienced.

So skip the ‘inflection’ studies and try this simple 3 step process to becoming more believable:

 

1. Read it Once

…to familiarize yourself with the text.

3. Read it Again

….to get a feel for how the text is trying to connect with the listener.

3. And One More Time

…to decide how you will take your unique viewpoint and connect that text to the listener in a way no one but you can.

 

The key to reading copy believably lies in communicating the message.  So many times we think the right intonation, the right pacing, the right style of delivery will do it.  And honestly, sometimes it does.  But all of those things are an attempt to get you to do what you do in conversation all the time; communicate.

Next time, skip the mental gymnastics and try the three read method.

Then leave a comment and let us know what helps you to communicate a script better.

 

 

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Are Your On-Air Talent Worth Investing In?

February 23, 2011 By Leave a Comment

I was perusing movie reviews while trying to arrange a night out with my husband recently.  Scrolling through pages of online comments I realized that the more unpopular selections shared a running thread, “There was an absence of characters worth investing in.”  I don’t know about you, but to me that spells a waste of my time and hard earned money.

We were all created to seek connection.  Even with fictional characters!  And when we hope to find it somewhere and come up empty handed we’re usually happy to warn others to steer clear.  Which begs the question:  Are your characters worth investing in?

Christian radio is one of the few remaining loyalty based formats.  Our listeners listen longer, they interact more deeply and they invest more in us, both emotionally and financially, than in most other formats.  And that used to be enough to sustain a Christian radio station.  Maybe not so much anymore.

Our audience doesn’t have to know the current media trends to know that they have options and that what they think matters.  In fact, there has never been a time in which individual consumer opinions bear more weight in the success or failure of a business than now.  So how do you make them want to invest in you?

Interaction….right?

Not so fast.  We can tweet until we’re twittered out, make more Facebook friends than we’ll ever remember and take endless text requests from our audience.  Interaction has come to be expected.  And I for one, am a huge fan.  But at the core, listeners are still just looking for relationships that are worth their time.

If we expect our listeners to invest in us they need to see us investing in them.  Sure they feel good when we do great things in the community and support other groups who serve.  But like all consumers; all humans, the song playing in their heads is ‘What have you done for me lately’.  And it’s a honest question.  Because none of us invests in a relationship unless we see evidence of a personal investment from the other party.  It’s a two step dance.

Step 1: We Connect

The best advice I got when I started on the air at the age of 15 was “talk to one person at a time”.  Great advice.  But which one?  Is it the stranger I brush by, flashing a fake smile to look more friendly than I feel?  Is it the one who looks a little more needy than I have time for?  Or to keep it super holy, maybe it’s that small group leader who’s scripture memorization skills never cease to remind us just how far we have yet to go.  Maybe not.

The one person we should be talking to on air is our new best friend.  It’s the one you’ve had coffee with a few times who you’re discovering you have so much in common with .  It’s the one you know just well enough to admit a mistake you made to.  The one you’re willing to talk to about a struggle you’re going through.  The one we should be talking to is the one you hope, but don’t yet know for sure, will just except you for you.

Step 2: They Connect

If I were to talk to you like I described in the last paragraph, how would you respond to me?  Honestly.  Would you sit back with your arms folded and think of ways to pick me apart?  Would you draw designs in the foam of your latte and count the minutes until it ended?  Or would you be engaged….maybe lean forward and share something back with me?  When we engage our listeners at gut level, they will want to do the same.

At any given time you probably have a handful of produced pieces running on air featuring listener comments.  They’re great to help listeners relate to other listeners and to help the group feel of the whole thing.  But are you making room for your listeners to complete the connection with you personally?

Do your talent ever interact at a personal level?  Do other listeners get the feeling that they’re over hearing your private coffee house conversation?  Do you give updates on air so they feel like thy want in on your private group?  Many people will never call the listener line but all of them are making up their minds if you would be worth the time.

Station sponsored or other public events are perfect opportunities to build real life relationships with our listeners.  Ask them more than surface questions whenever you get a chance.  If they have good news be happy for them just like you would with a close friend.  If they’re hurting, make the time to pray with them.  It only takes half a minute and for goodness sake, you’re allowed to in this format.

Just these few simple things will turn listeners into investors…in you.  Not just for this quarter.  Not just for one day part.  But for as long as you choose invest in them.  And that makes everything worth both of your time.

Now go tweet this already.

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Kim Snyder has spent over 15yrs. on-air.  Formally heard on the Air1 and KLOVE Radio Network’s at EMF Broadcasting, she has written, produced and voiced thousands of pieces for nearly 500 stations and clients including Women of Faith, Samaritan’s Purse, Premier Christian Cruises and World Vision.  Her voice talent credits include Sprint, Hallmark, the NFL, Christian Dior and Disney.  Kim Snyder Media, provides imaging, tracking, voiceovers and production services for radio and multimedia.

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How to Narrow Down Your Voice Talent List

July 18, 2010 By Leave a Comment

Finding the Right Voice TalentThere are a sea of voices competing for your job.  Many of them good.  Many more…well, not so good.  Whittling your choices down to a group of voices you think will sound good on your project can be daunting enough.  But don’t stop there.  Use this checklist and greatly improve your chances of getting the right voice, and a good experience, every time.

 

1.  Even tight budgets don’t have to settle for cheap voices.

Just because you don’t have big bucks for talent doesn’t mean you have to settle.  Narrow your search to the voices you like most and get quotes from them first.  You may be very pleasantly surprised that you can get a huge market sound on your project without spending any more than you though you would have to for an inexperienced talent.  Good talent who only have a few hours a week to dedicate may not have the luxury of fitting your project in but talent who do this as their main job have more flexibility to fill in smaller budget pieces between larger jobs.   Unless you want something for next to free, you really CAN find a great voice at a reasonable price.

 

2. Don’t undervalue delivery.

Many voice talent are fitting projects around another job.  If the quote you get from a talent doesn’t include a standard turnaround time you may find you’re working with a talent who doesn’t prioritize their vo work.  Be specific about your deadline and a good talent will always meet or exceed your expectations.  Few things are more frustrating than having to push back your deadline because your talent would rather be catching a show than catching up on your project.

 

3.  Consider how much time you have to invest.

A solid, experienced talent will understand the feel you want for your project with little direction and will come real close to a bulls eye the first time, even with little input on your end.  Less experienced talent may need much more direction, interaction and more retakes to get what you’re thinking in your head.  Some clients love to get involved and doing so helps develop the talent as well.  Every experienced talent got good by hearing the voices of  many greater directors and producers in our ears before we heard them automatically in our heads. But if you’re on a tight deadline or just don’t want to commit on that level you’ll be happier with a more experienced talent.

 

4. Give the talent what they need to make you happy.

Basic direction, attaching the music you’ll be using (if applicable) and a clear deadline will enable any serious talent to give you the final project you’re looking for.  Be available to the talent and allow time for a retake or two to dial in the read if you have a very specific idea of what you want.  Direction can be a very subjective thing so a little mercy goes a long way.  That’s really all a good talent needs to make you happy….and prompt payment makes the talent happy in return.

 

Do you have tips you’ve learned to find the best talent for your projects?  Are you a talent who’d like to add one to the list?  Leave your comments below.

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