Amherst, MA – 25 March 2008 – Reeling from unexpected budget cuts from the Federal government and equally unanticipated increases in state-mandated expenditures, officials at regional public radio station WFCR–NPR news and music for western New England–went straight to their ever-growing listenership and met with remarkable results.
"We knew we had to address this nearly $116,000 shortfall for the current fiscal year," said Jerry S. Moore, Director of Development, "and we also knew we had to involve the beneficiaries of public radio in western New England: our nearly 200,000 listeners. In all of the pre-planning for this on-air fund drive," he said, "our mantra was be transparent."
It worked!
The original goal for the drive was just above $100,000. That amount was more than doubled in the face of the shortfall to $216,000; a steep goal for the annual springtime campaign. The message began early in February with mail produced by WFCR and its sister station WNNZ. Graphic accounting for the impact of the shortfall was included with every letter. Spots began running around the same time with the clear message, "…it takes a lot to make great public radio."
On the 6th of March the drive began and over its 9 day run the momentum never stopped. By one o'clock on the 15th, the tally had reached over $223,000 with an additional $7,000 in challenges provided by listeners.
"It was inspiring to watch," said Martin Miller, General Manager, "seeing all pledge phones in use and online contributions increasing more than ever before. But it wasn't just about the money," he continued, "those phones and those online pledges were as clear a statement as I've ever seen about how much public radio in western New England is an integral part of thousands of listeners. That is what's most gratifying."
"Budgets remain tight," said Moore, "but that's pretty much a day-to-day issue in non profits. Knowing that public support for WFCR and its various broadcast components not only remains strong but continues to grow is the triumph here. It truly does take a lot to make great public radio," he said, "a lot of great listeners! To whom we're deeply grateful."