Press release from WCQS:
WCQS is turning the page on more than 30 years of on-air fundraising program interruptions, so that listeners can continue to enjoy the music, news and information they rely on without pause. Over the decades, WCQS has followed the traditional public radio model of seasonal on-air membership drives as part of its fundraising efforts.
Last September WCQS experimented with a new tactic, successfully meeting its fall goal without lengthy fundraising appeals that intrude on programming. Listeners eliminated the need for the traditional drive by responding to brief reminders [to give/become members] during regularly scheduled breaks. WCQS General Manager and CEO, David Feingold says “The response [to last fall’s campaign] was overwhelmingly positive and the expectation was that the station would do it again this spring. So, we’re testing the viability and sustainability of the ‘quiet drive’ as the new on-air fundraising model. So far, response has once again been terrific and we’re cautiously optimistic.”
WCQS’ spring membership drive is designed to raise $200-thousand by April 13th. The campaign is in the home stretch with 70% of the goal reached as of April 8. WCQS Membership Director, Michelle Keenan, says, “For years we’ve known that large portions of our audience tune out during on-air drives, but that in spite of that, on-air drives were still the most effective form of fundraising for the station, especially in securing new donors. We took a leap of faith last fall that this approach would appeal to listeners and they didn’t let us down. Contributing listeners made public radio history and now we’d like to prove it wasn’t a fluke. We’re hoping that together, we can make WCQS a better station for the people of Western North Carolina.”
The new approach respects the very reason listeners tune to public radio in the first place – less noise and interruption – long format journalism that covers the issues of our world and tells the stories of our communities, and music not found anywhere else on the dial with context that expands the listener’s understanding of the music.
David Feingold explains that WCQS has been working to improve its approach to fundraising in recent years, “WCQS implemented a Sustaining Membership Program a few years back that was a real game changer, relieving the station of some its reliance on on-air drives. Our current ‘quiet’ drive could be the next step in improving the efficiency of our fundraising efforts in order to better serve our listeners.”
WCQS can help shape the future of public radio by supporting the station at online at wcqs.org, by calling the pledge line at 828-210-4811, or by mailing a contribution to 73 Broadway Asheville, NC 28801.
WCQS and its translator stations serve more than 85,000 people in 12 counties. It is governed by an 18-member volunteer Board of Directors, with input from its Community Forum.
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