Wow, it’s been an incredible year at Mission Network News. We just concluded our 2007-2008 budget year. What a blessing — despite a small short-fall. Yes, that’s right ‘debt.’ That dreaded word. ‘red stuff’ It doesn’t feel real good saying it, but I need to tell you about the blessing of this debt.

Last year at this time, we were forecasting a $45,000 shortfall for our 2007-08 budget year. In other words, we were planning for about $45,000 worth of red ink at the end of last month (May). We took a step (praying the money would come in somehow) of faith and submitted it and it was approved. However, I was not satisfied with the fact that it was approved. I wanted to erase the red ink. So, we developed a plan that would increase the number of donors and increase the amount of non-traditional revenue coming in to MNN. It worked.

I know what you’re saying, “It didn’t work too well if you ended the year with red ink.” The amount of red ink? $173 Can you believe it? Praise God.

Here’s what we did.

Each month we sent letters to everyone who contacted MNN asking for something and requesting information. We collected every name, address, email address and telephone number of everyone contacting us. Within days of them contacting us they received a letter, email or telephone call from MNN thanking them for contacting us and requesting (whatever they asked for) something. Maybe they just called to complain, or called to thank us. We took their information and sent them that thank you note. But, we also did a direct ask. Most people tell you NOT to do this. Well, we did. I figured if we helped them, even if it was simply to vent, they needed to remember how WE helped them and then give them a compelling reason to give.

The way we did that was to give away something worth while. We gave away prayer guides, CDs, DVDs, books and other resources that were directly associated with missions or evangelism. These resources were something of value to the people in our target demographic. (Actually, I consider this an integral part of our ministry — to provide resources that will help individuals in the quest to be more missions minded) Then we simply asked people to give a gift of any amount. Almost every gift was worth 10 times the amount we spent on the premium. These mailing are seeing anywhere from a five to 10 percent return — much different results than our bulk mailings.

Every piece of mail that left the office had a return envelope inside with a call to action. “We’re offering (item) to help you in your quest to be missions minded. For your gift of any amount we’ll send this (cool thing) to you.” Many people responded to that — even though there was no letter to go with it. Almost each month we had something different.

We did more email soliciting this year, too. We saw a nearly 10-percent return on all email ‘asks’ this year. Now, the gifts were small (on average), but the return was much better than the 2 or 3 percent return we’ve been receiving on bulk mailings.

We also did a Phone-a-thon. We hired five college students to call all of our lapsed donors. We looked at everyone who had given before, but hadn’t given a gift in the last 18 months. We didn’t ask for much, we asked for what they had given the previous year, plus a five-percent increase. So, if they gave $100, we asked for $105. Anyone who gave under $50 we asked them to give $50. Anyone who gave more than $50 were given a ‘Better Than Life’ CD. The return? almost 40%.

We’re now rethinking our ‘bulk mail’ altogether. To send out thousands of pieces of mail to only see a 1 or 2 percent return isn’t worth it any more. We’ll still do a year end ask and MAY continue to send out newsletters, but the rest of the mailings may come to an end.

One last thing we did? We sold advertising on our website. With the amount of traffic we receive, we’re able to charge a decent amount for each ad. We currently have six spaces for sale. We’ve been able to bring in anywhere from $1,500 to $2,500 per month on the web ads alone.

Bottom line MNN had more donors in the last fiscal year, giving more money, for more ministry than ever before in our history.

How does this apply to Christian radio? Simple — keep in mind who you’re reaching. Target the ‘individual’ and use creative ways to not only help people understand your mission so they’ll give, but give them something that will help them in return for their investment.

A few months ago WCSG was shocked by the departure of their morning host co-hosts Tommy and Brook to a secular radio station in the same market. I blogged about it. I asked a number of questions. The most important question I asked was, “Do Christian radio stations put too much emphasis on their air talent, rather than on Christ?”

I also said that Christian radio was unique and that while having quality air talent is important, it’s not the only thing. Christian radio has something more important than talent, they have the Holy Spirit.

Now please — don’t think I’m using ratings to rate the effectiveness of a Christian radio station. However, I will use ratings to prove my point. My point was that Christian radio — done well — isn’t dependent on popular co-hosts to do well. In fact, I thought the departure of Tommy and Brook would do little to 91.3 WCSG — the station they left. That’s not to say they weren’t doing a good job. They’re pros and worked hard in show prep and coming up with new ideas.

The Winter books are out and it’s amazing…almost no change in ratings for WCSG — in fact, they’ve gone up in several areas. Here are the numbers:

For all people 12 + WCSG had a 6.2 share (#3 in the market)– up from 5.7 in the fall #4 in the market).
For all people 25 to 54 WCSG had a 8.2 share (#3 in the market) — up from 6.8 in the fall (#5 in the market).

The demographic information for women are very similar, but I’ll spare you the details. The interesting thing is the numbers for men were mixed. Some numbers up, some down.

What’s the bottom line here? The bottom line is don’t let your talent drive your Christian radio station. Let the mission of your radio station drive your talent. That’s not to say you shouldn’t try to promote your talent, but that does mean you need focus on them. Christian radio is about one thing — Christ. When we stop thinking about that, we stop thinking about our mission.

That’s not to say these guys excluded Christ — they didn’t do that at all. They constantly took prayer requests and did little things that made a difference. But, John Balyo has done a great job taking over — solo. That’s not easy, but he’s doing a great job.

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.

It was a short visit, but good. Mission Network News didn’t display this year at the National Religious Broadcasters Convention, but I did go to meet with people and develop new partnership. I took pictures of some of the people I met with. I totally forgot to pull out my camera for the others.

I was able to visit with some dear friends at Gospel for Asia. KP Yohannan is the founder and president of the ministry (second from left). Daniel Yohannan works most in India training nationals at the seminary (far left). Taun Cortado (second from right) handles communications for GFA. I’m on the far right. GFA is an organization that’s focused on evangelism, church planting and discpleship. They have more than 50 Bible colleges and thousands of churches around India, a country where persecution against Christians is at an all-time high.

I was also able to see another friend, whom I’ve come to know and love. Robert Jacobsen is with Ambassador Inspirational Radio. I’ve worked with Robert for years. He’s been the person who has helped us distribute Mission Network News to our more than 1,000 radio station network. He’s become a good friend and fellow hockey fan. He and his wife have also adopted their daughter from Russia — just as we have. It’s alway good to see him.

I started off my week meeting with two others that have adopted from Russia. Tiffany Taylor and Amy Norton are with Orphan Outreach, a new ministry out of Dallas. I also sit on their board of directors. It’s a privilege to be able to help orphaned children in this capacity. They are also partners with Mission Network News. I’ve traveled to Russia twice with Amy on ministry trips.

Later on Monday, I was able to renew a friendship with Awana Clubs Ministries. Jack Eggar is Awana’s president. A couple of weeks ago a study was released by an organization that suggested the majority of young people who attend church regularly as children, never return to church after the age of 18 or 19. I was able to talk to him about a new study that suggests 90-percent of the kids that go through the Awana program tend to not only stay in church, but become leaders in the church. That’s quite the endorsement to me. We’re going to be featuring this in an upcoming broadcast on MNN.

I was also able to meet with an organization called World Serve. I’m hoping MNN will be able to develop a relationship with them because they’re working in some pretty key areas of the world. They have a lot of work in country closed to the Gospel or in creative access nations. Picture here are (I can’t remember the girl’s name — sorry), me, Tom Henry, Ken Leggat and Randy Swanson. We had a great meeting together. Pray that the relationship will grow.

What a thrill to see all these people God is using for his glory. I’m privileged to be able to talk about it only in this blog, but also on the air and internet.

It’s time once again for my annual trek to the National Religious Broadcasters Convention. For those who have been reading my blog for any time at all you know my dislike for this convention.

This year, I’m cutting my visit to just two overnights. Typically I go Friday, Saturday, Sunday, Monday and Tuesday. Because of the incredible cost we experienced last year, I decided to protest. This year I’m NOT displaying at the convention and I didn’t register at the full rate — I only registered for Exposition floor.

This trip is much different than any other NRB. I’m finding that more and more mission agencies and for-profit agencies are going to NRB and fewer radio stations. So, this NRB I will be meeting with with them to develop relationships with mission organizations and solicit advertisers from  the for-profit organizations.

I have a very busy Monday. I’m praying that Tuesday will fill up as I meet people on Sunday and Monday.

I’ll post more while I’m on the road.

This week has been a special treat for me. I’ve been able to host the morning show on 89.3 WGNB in West Michigan. Yes, it’s in the same market as WCSG and WAY-FM — Mission Network News sister ministries. It’s a small Moody radio station with a mix of INSPO music and talk. It averages maybe 10 or 11 songs an hour, plus short features, and national news. No local news, though — which is disappointing.

Today was day three. I’ve been feeling pretty comfortable, even though I haven’t hosted a morning show in AGES. So, today, I decided to open the phone lines — even though I didn’t have a producer or even a co-host. When FUN I had. We talked about tricks to getting through the long winter without getting dressed. We laughed a lot. We did a couple of CD give-aways (Point of Grace - How You Live) and put the winners on the air. This is what got me interested in radio to begin with. It was fun to create a mood for ‘ministry’ during touching songs, ‘praise’ as Praise and Worship rang through the air, ‘joy’ when that was called for — all pointing the listening to Christ.

WGNB listeners seem to be more grounded individuals who just want to feel Christ’s presence as they head to work, listen at work or are at home watching the kids. I’m sure this is the more conservative crowd of Christians, judging from my conversations (brief as they were) with listeners. But, what a joy to hear them praise God through the music and even in winning.

I have two more days to host the mornings. While I’ve HATED getting up so early and doing the modest show prep (because there are so many programs), it has been a joy to remember what God used to get me involved in Christian radio — hosting a radio show.

If you get a chance, listen tomorrow morning at wgnb.fm.

I am amazed at the number of people who continue to email me or post to the blog about Tommy and Brook leaving 91.3 WCSG. The interesting thing is that many of the people I’m hearing from believe there was some kind of conspiracy.

Now, I’m sure there are those who believe there is evil under every rock. Well, let me tell you nobody fired anyone and nobody threatened anyone. What did happen was Tommy and Brook gave WCSG their two week notice — then Clear Channel put their PR wheels in motion and WCSG had no choice but to accept their resignation immediately.

Now, I would like everyone to STOP thinking there was some kind of big conspiracy. THERE WASN’T.

What’s more, Tommy and Brook feel ‘called’ to be at Star 105.7. They went on their own free will. They believe God called them there to be salt and light in a dark world. So, let’s put the conspiracy theory to rest, okay?

In terms of WCSG’s morning show, John Balyo is doing a yeoman’s job. However, I do believe John needs a co-host. He’s limited by what he can do without that second person. He needs someone who can compliment him. There are many radio stations that feature a strong front man — coupled with someone who has strengths in either news or sports or both. Since many men and women seem to be more interested in current events, it makes sense to have someone who’s trained in journalism to be that person. But, that’s coming from a true news hound.

I’m really interested to see what happens in the next Sharathon, or friendraiser. That seems to be a great indicator of whether or not a radio station is touching people where they live. It seems when people feel a ‘connection’ they want to give to ‘their’ radio station. We’ll see what happens.

I received a report today from Radio Inc that may create some changes in the make up of local radio as we know it today.

http://www.radioink.com/HeadlineEntry.asp?hid=140804&pt=todaysnews

According to the above report the FCC has issued a Report on Broadcast Localism including some tentative conclusions and a possibility of some changes in the rules.

There’s some concern that local broadcasters aren’t devoting enough time to local programming  or at the very least understanding the needs and responding to the local community. The report suggests that stations don’t do enough to engage in the necessary public dialogue as to community needs and interests and are not fully aware of the local issue-responsive programming that their local stations have aired.

To address that, the FCC is proposing rules changes that, it says, will “promote both localism and diversity.” They would like each radio station to establish a permanent advisory board made up of officials and other leaders from the service area of its broadcast station.

There’s a concern on who will be required to serve on that board.

There’s also a concern that radio stations will again be required that radio stations be staffed during all on-air hours and says the commision is “still considering” such a requirement.

The commission is also looking into the prevalence and effects of voicetracking and seeking comment on “whether the commision can and should take steps to limit the practice, require disclosure, or otherwise address it.”

All of this could seriously impact Christian radio as there are MANY stations who could perhaps be in violation of all of these things. In the past, local news departments helped stations in tune with the community needs. However, many radio station secular and Christian don’t have news departments. It could also mean a return to overnight announcers who really announce — not just voice track.

It could definitely mean addition revenue will be needed to keep the radio station on the air, or they would be forced to go off the air because of lack of staffing.

We’ll see what happens.

Why don’t more Christian radio stations have news departments?

At Cornerstone University Radio, news is an important part of everything we do. Our two local radio stations have a news department (even though the CHR station’s news isn’t really considered a department — they use the news anchors from our sister AC station). However, our AC station is committed to news and has two full-time people devoted to it.

Church seems to be the most frequent place where I hear how liberally slanted the news is around the United States and perhaps the world. But, we shouldn’t be surprised. Christian colleges and universities are putting very little emphasis on journalism, especially radio and television journalism.  And, I think there’s a reason for that.

The reason may be that there aren’t very many Christian radio and television stations that have news departments. Thus, if there’s no demand, there’s no training. If there’s no training, how will Christians radio or tv have ANY impact on presenting the news from a Christian world view?

If a Christian wants to get trained in electronic journalism most attend liberal state universities where they’re taught how to be a liberal journalist. I know what you’re thinking — “If they’re Christians, they can’t help but have a Christian world view.”

If that’s the case why are today’s Christian young people becoming more and more post-modern in their thinking?

I have another question: If Christians aren’t aware of what’s happening in their world, how can they possibly think they can be relevant in their culture? If most Christians are getting most of their news for liberal sources — sources with a post-modern world view — how can we expect them have to a Christian world view and have the tools they need to make an eternal difference in the lives of people physically and spirtually?

Most radio stations do have some news and information. Most have national news services that help give their listeners a glimpse at the world, which is great. But, what about what’s happening in ‘your neck of the woods?’ Are you relying on non-believers to provide news and information that affects your listeners families? Issues like your local school board pushing homosexuality as ‘just another option’ in their sex education classes. Or, the city commission wanting to get rid of the Christmas display at the art museum.

Perhaps this is something Christian radio and TV professionals need to begin thinking about. Maybe radio stations should be thinking about hiring a co-host with  a journalism background for morning or afternoon drive? Maybe the next TV hire is someone who can develop relationships with your congressman, mayor, sheriff, school board chair, or city commission chair. Or, maybe you could set aside a portion of your Sharathon contributions to fund a full-time news person?

Whatever you do, I think it’s important to provide a news product that has a Christian world-view and not leave it up to secular stations, who could care less.

My two cents….what do you think?

For the first time since I started working at Mission Network News, the news teams has Christmas Eve and Christmas off. Each year, for whatever reason, we’ve worked Christmas Eve to try to get stories written so we could take Christmas off. That means we would write stories to cover Christmas and the day after Christmas.

With Christmas Eve on Monday, the team wanted to take two days off. So, I told them — get the stories written and you can have the days off. THEY DID IT.

So, MNN is off Christmas Eve and Christmas. I’m praying that nothing major happens. A few years ago a tsunami hit over the Christmas holiday, but MNN was ready. We sprang into action calling everyone we knew in the region. Because we were ready, we were one of the first organizations to have audio from the field. Many news rooms use MNN as a resource to get story ideas. Since MNN had contacts on the ground, they used our news makers. Since all of our news is about what God is doing around the world, almost all of them got a glimpse of the Gospel.

Thank you for listening to Mission Network News and have a Merry Christmas.

Greg Yoder, MNN