Pay to Play is the one time you can take payola-legally! This may cause management to freak out a bit, and the idea of deliberately playing songs that don’t research well will drive program directors crazy. But this works.
This music feature is for a great cause and can be added anytime to raise money for a charity or benefit a story you’re telling about someone in need. Some personalities have used it for a major promotion during the holiday season or to take the place of a recurring appeal for money.
This works best when it’s repeated. If you do it once a quarter or once a year, it builds equity and expectation. Each time you do it will be more successful.