Hey there,

You are my favorite person in the world! You opened the email to read this latest Whiteboard Wednesday. But I’m a very fickle person, and your status as my favorite could slip away if you don’t read to the end.

In this issue:

Seriously, thanks for reading, and let us know what you think by emailing dave@vidarecreative.com 

by Dave Kirby

User-generated content (think TikTok and YouTube) has taken over the world. Well, not totally, but it’s close. Look at this headline:

Four out of every ten minutes spent on all media is now spent consuming user-generated content (UGC.) Everything else: radio, television, streaming services - ALL OF THEM - are splitting up the other 60%.

Obviously, if you are not working UGC into your social strategy, you’re missing the boat. And that boat is getting further from shore every day you wait. I’ll leave that discussion for people smarter than me, like Brian Curee at killerbeemarketing.com.

Specifically, though, how can we capitalize on the power of user-generated content in our fundraising efforts?

First, there are 3 reasons why I think UGC can be an effective tool for fundraising:

So, to the point, what are the top 3 ways to use UGC in your fundraising? For me, it breaks down to before, during, and after.

Before - Keep this in mind - every day is a fundraiser. You might not be asking for money explicitly, but every interaction builds the case for your support. So all year long, you need to share stories of the impact your donor’s support has made. User-generated testimonials can help tell that story in a way you simply can’t duplicate.

During - While your fundraising event is going on, you can reinforce your message with user testimonials. Use stories from those who have been impacted by your ministry, as well as donors telling other donors why they give. Both are extremely important. 

Plus you can use UGC to show behind the scenes of your fundraiser, talk to phone operators and have them tell stories, and other content pieces that make people feel like they’re part of the event.

After - UGC is a great way to say thank you. From donors, listeners, and staff. Remind and affirm people of all the good they are doing through their support. And keep that thanks going throughout the rest of the year. Your donors need to hear “thank you” every day.

User-generated content is not the solution to your fundraising challenge. It’s merely another tool you can use to tell your story. It just so happens to be a tool that a huge percentage of your potential donors are already using. 

Speak the language of your donors, and speak it in the places they are most likely to hear it. Or better yet, let them speak it to one another.

Vidare Creative and our partners at Killer Bee Marketing can help you put these recommendations into action. If you’d like to find out more, email paul@vidarecreative.com

Have you ever been at a coffee shop or hotel and can’t get connected to their internet because the login popup doesn’t load? I have.

Here are some tips to help.

Social Media Today recently published this handy study on the best times and days to post content on Facebook, Instagram, Twitter, and LinkedIn.

If you’re not testing your email subject lines, you should. Here’s a handy online tool to help.

I keep this pinned on my browser. 

by Paul Goldsmith

Music has been demonetized.

Podcasting never was monetized.

Radio may not be far behind.

If you want to increase the revenue for your radio station in 2022, you have two challenging options: charge more for commercials/underwriting and/or become more effective at fundraising from your listeners.

The most efficient way to charge more for spots AND raise more support from your listeners is the same … be worth it!

This will only get more difficult (see also: the point of diminishing returns) for most radio stations just playing the hits or the best variety of the 90s, 2000s, and today. However, for mission-focused non-profit Christian radio ministries, for such a time as this!

That phrase gets thrown around a lot but let’s remember the original context from the book of Esther:

“Then Mordecai told them to reply to Esther, ‘Do not imagine that you in the king’s palace can escape any more than all the Jews. For if you remain silent at this time, relief and deliverance will arise for the Jews from another place and you and your father’s house will perish. And who knows whether you have not attained royalty for such a time as this?’” (Esther 4:13-14)

Pastor Tony Evans breaks it down for us:

When we look at the life of Esther, this phrase actually refers to Esther being scolded for her self-indulgent, self-preserving mindset. In today’s language, we might call that being “shot down” for having narcissistic tendencies! Mordecai reproved Esther for living large and embracing royalty over righteousness — selfies over service. Through those telling words, he reminded her she had been chosen to set her own interests aside, let go of her own ambitions, and face an enemy full-on.

She was to risk her life and her legacy with no guarantees of a positive outcome. That’s the “for such a time as this” Mordecai challenged Esther to accept.

And that’s the “for such a time as this” God also sets before you and me.

Is your team ready to risk your legacy (i.e. industry reputation) or collective comfort with no guarantee of a positive outcome to be faithful to the mission of your station? Let’s go! 

To fulfill your station’s mission will require working smarter, not harder, and raising the necessary funds. Fundraising is a lot easier when a station is mission-focused in everything that comes out of the speakers and appears on the screen of the website or apps.

To get the mission statement off the wall and into the hearts and minds of your staff and listeners:

If your fundraising goals are tied to meeting tangible needs in your community, people will be more likely to give. When there is a felt need, people find a way to get it met.