This workshop is based around how digital online can help your radio station with raising funds. Presented by Michelle Brown (4ZZZZ), Miki Padavan (4ZZZZ) and Prarthana Holburn (PHPDigital), the workshop is based around community engagement and participation.

Whether it is a marketing or fundraising plan, Brown gives the following tips:

  • Pinpoint key areas that need focus an attention
  • Highlight strategic areas of strength and vulnerability
  • Priorities needs over wants
  • Know the product
  • Know the audience

Brown presents the following case study of the “Ask Richard” campaign that saved Sydney-based radio station, FBi 94.5FM.

Holburn follows this up with a presentation that suggests that in order to gain funding, there is a step-by-step process that your audience must go through:

  1. The audience member engages with your marketing and communications content
  2. The audience member visits your website
  3. The audience member visits/fills your sign up form
  4. The audience member makes a donation/purchase

Holburn suggests some basic marketing strategies at little or no cost:

  • Google Analytics
  • Social Media (Facebook, Twitter, Pinterest, Tumblr, etc.)
  • SEO

Engagement with your audience is perhaps one of the most important and emphasised techniques offered by all three speakers. You need to establish a rapport with your audience and adopt an honest approach when requesting donations. Audience members are more likely to donate to your station if they know how much you need, why you need it and what the money will be spent on.

If you use a sign up form, Holburn highlights the importance of keeping it simple and only requesting necessary information for the users’ ease.

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