When was the last time you heard a fundraiser on the radio and stopped to listen because it was so compelling? Right. That doesn’t happen, does it? When a Radiothon comes on a competitor’s station, most programmers celebrate because they know they are about to inherit a large cume! instead of a Radiothon, how about a Requestathon? Pay For Song Requests is the one time you can take payola-legally!
The idea of deliberately playing songs that don’t research well drives some program directors crazy, but this works on many levels, especially compared to typical radio fundraisers. This music-based concept can be used to raise money for a charity. Some personalities make it a significant promotion during the holiday season or replace a recurring appeal for money.
If you do it once a quarter or once a year, it builds equity and expectation. Each time you do it, you will be more successful.
It’s the perfect Christmas promotion for stations with budget limitations and injects energy and fun into otherwise stiff or stale fundraisers that tell sad stories about the cause.
