Pledge Drive Procrastinator Amnesty A Last Day Messaging Strategy
We've stumbled on a fun way to get the last day of your fund drive off to a great start. In the first hour, whether that's 6a-7a or 6:30a-7:30a, offer your listeners Pledge Drive Procrastinator Amnesty if they give before this early morning deadline.
This little messaging strategy adds a little humor to the morning and, surprisingly, works as well as a dollar-for-dollar match, sometimes better. Stations employing this messaging strategy have increased contributions between 100% and 500% compared to prior drives.
We worked with NPR to put together a how-to kit for stations. You'll a link to the kit below. It is also on Content Depot. NPR produced audio spots with Steve Inskeep, Renee Montagne, Scott Simon, and Nina Totenberg to support the Amnesty messaging strategy. Those are on Content Depot as well as part of the September 2012 OAFP monthly feed.
We've also provided two airchecks of Pledge Drive Procrastinator Amnesty as it was presented on WLRN on October 5, 2012.
Our thanks to NPR's On-air Fundraising and Promotions folks for helping us pull this together!