Economy hurting non-com funding

I’ve been watching the economy and watching non-com radio funding. It appears that the economy is affecting giving, or at least commitments to give.

WAY-fm Grand Rapids/Kalamazoo fell way short of their goal — so short that they’re going to hold an unexpected second after falling more than $100,000 short of their $525,000 goal in March. WBCL was $47,000 short of their $1.4 million dollar goal. KTIS was trying to raise $725,000, but managed only $660,000. WCSG held their friendraiser and fell a little short of their goal.

Why? I believe there are several reasons.

First, the economy. I believe the ups and downs in the stock market, high gas prices and an uncertain housing market is causing people to think twice about giving to any ministry.

Second, the thirty-somethings simply don’t give as much or as often. I think thirty-something women (which is the target demo for many of these stations) aren’t as apt to give without consulting their husbands. Since many man are channel surfing, they don’t feel a connection to their local Christian radio station.

Third, because music is the focus on most Christian radio stations, there’s not really a compelling reason to give. Since more Christian radio stations are trying to be like secular radio stations, with Christian Music, listenership is wide, but not very deep. So, you’re having to depend on little gifts from more people. Unfortunately, from what I’ve seen from Sharathon stats, the number of people who are giving are actually going down.

So, what are the answers? Make sure you do a lot of follow up with past donors to get them to give off air. Make sure you’re sending out receipts quickly with a return envelope. Instead of getting 12 gifts, you may end up getting 14 or 15 a year. Provide incentive giving throughout the end, ‘For a gift of any amount we’ll send you this cd or book.’ Something compelling. Purchasing prayer guides from YWAM or other like groups are not only great resources to help encourage giving, but it helps raise awareness of issues like Islam, gender injustice, etc.

Non-com Christian radio is still the best kind of radio in the world (in my opinion). Funding the animal is becoming more of a challenge.