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Pitch Training Manual

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Pitch Training Manual 1 Pitch Training Manual "Good Fundraising is Good Programming" ..................................................................... 2 In Conclusion ............................................................................................................... 5 Gearing Up for a Successful Drive .................................................................................. 6 What We Know About Giving .......................................................................................... 7 Today’s Donor ............................................................................................................. 7 Common Sense Fundraising ....................................................................................... 7 Additional Findings on Giving .................................................................................... 10 How Do I Ask for Money On the Air?............................................................................. 13 General Mechanics .................................................................................................... 13 Value-Based Pitching ................................................................................................ 13 Focusing Your Message ............................................................................................ 15 Challenges................................................................................................................. 15 Thank You Gifts ......................................................................................................... 16 Case and Close Messages in a Pitch............................................................................ 17 Planning a Pledge Drive Program ................................................................................. 18 Program Structure and Timing of Pitch Breaks.......................................................... 18 Anatomy of a Good Pitch Break ................................................................................ 18 Samples of Positive vs. Negative Language .......................................................... 19 Don’t Forget to Ask Directly ................................................................................... 20 What Makes a Successful Pitch? .................................................................................. 21 Things to Stress During a Drive .................................................................................... 22 Things to Avoid During a Drive...................................................................................... 23 Pledge Messages, Scripts, Inspirations......................................................................... 24 Use the Pacifica Mission Statement .......................................................................... 24 Other Script Examples ............................................................................................... 26 Handy Pitch Phrases ................................................................................................. 26 Pitch Pointers Quick Reference ................................................................................. 27 20-Second Start......................................................................................................... 28 Why Use the 20-Second Start?.............................................................................. 28 Nine Emotional Triggers ................................................................................................ 28 Other Valuable Information ........................................................................................... 29 Formatting Pledge Breaks ............................................................................................. 31 Sample Pledge Break ............................................................................................... 31 Pledge Producer Pitch Balance Sheet .......................................................................... 33 KPFT Thank You Gift Submission Form ....................................................................... 34 Pitch Training Activity .................................................................................................... 35 KPFT Details ................................................................................................................. 37 Pledge Phones .......................................................................................................... 37 Operating Expenses .................................................................................................. 37 Evaluating Pledge Drives .............................................................................................. 38 Evaluation by the Numbers........................................................................................ 38 Evaluating the On-Air Performance ........................................................................... 38 2 "Good Fundraising is Good Programming" If "good fundraising is good programming" then we have to know what good programming is before we can make good fundraising. For that, we turn to Doug Berman—producer of Car Talk, Wait Wait… Don't Tell Me, and some of the best on-air fundraising ever heard on public radio. Doug Berman's key elements of good programming are: o Soul (a.k.a. Substance, Content): The programming must give listeners the sense that something meaningful is being conveyed and that it springs from someone's thought, feeling, or view of the world. Without this, it's just beautifully produced wallpaper. o Personality: The voice or voices of that substance must be likable, believable and appropriate to the content. They should be appealing to the intended audience. Without this, the audience will not be open to your substance. o Sound: It must be produced and formatted in a way that makes it accessible to the intended listeners at the time they are listening. Without this, your tree is falling in the forest—and good luck. Let's see how these apply to pledge drives. Soul Listeners give because the programming on Public Radio it is an important part of their lives. If it were to disappear, they would miss it. The essence of that programming—the "soul" of that programming—is what causes listeners to give. It is with this sense of "soul" that we are trying to connect during pledge drives. Reminding listeners of the value they receive from Public Radio is critical to the success of the drive. Connecting that value to the realities of station funding is critical to the success of the drive, just as connecting to the listener's sense of personal responsibility is critical to the success of the drive. We can't sell our soul at pledge drive time—by changing our tone-of-voice and becoming demanding of the listener, or turning the station into the Home Shopping Network—and still expect listeners to respond well. For pledge drives to be good programming, they need to embody the soul of the programming in which they appear. Here are some ways you can make that happen. Make your pledge drive messages meaningful to the listener. 3 It sounds funny to suggest that pledge drives should have "soul"—but one of the biggest problems with pledge drives, according to listeners, is that drives add nothing to their day. Those of us in public radio know that pledge drives are not "content free." But listeners are not getting the sense that something meaningful is being conveyed. That may be because many stations have reduced pledge drives to "transactions." When we treat the act of giving as a simple piece of business, we give away a good part of that soul. The challenge of making a pledge drive good programming calls for taking a few simple messages and making them meaningful to the listener over and over again. That's hard to do. We recommend incorporating themes and ideas into a pledge drive that elevate it beyond the business of raising money. The Audience 98 Sense of Community Campaign is one such idea. More Programming, Less On-Air Fundraising is another. Picking a specific attribute about the station—it's stimulating, it's engaging, it's smart— and making that a theme throughout the entire drive is yet another way to convey something meaningful in your pledge drive programming. Listen to the program for the immediate 10 minutes before each pledge break. Listening is the single most important skill an on-air pitcher can have. Be familiar with the program in general. Be familiar with that day's show. Know what just aired. After all, nothing makes the CASE for quality programming better than the programming itself. When you are pitching, you are part of the program. Your work must connect to what the listeners just heard. Listen to the program, incorporate what you hear into CASE messages, and you are on your way to connecting with what the listener values about the programming. Use produced spots, features and fundraising editions from the programs in which pitching will occur. Well-crafted materials such as spots supplied by program producers or spots made at the station can capture and convey the soul of the program more powerfully than most people can put into words. Neil Best, Station Manager at KUNC in Greeley, Colorado, says that rational pledge appeals help listeners decide to give, but that emotional pledge appeals are the ones that make the phones ring. Well- produced material can be the bridge between what the listener values about the programming and your CLOSE messages. Craft scripts and talking points that speak
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