Good Morning,
I am relatively new to the industry and I work for a small AM adult standards station in Philadelphia with a weekly cume averagin between 60,000 - 80,000. The most popular business category to advertise on our station are businesses/services targeting the 55 and better demographic. Recently, I had a meeting with a charity that grants wishes for seniors over the age of 62. They are nationwide and they receive funding from corporate sponsors (AARP, Continental Ailrines, Sunbride Communities, etc), as well as private donations. They rely on public relations stories to run in the local/national papers and magazines for promotion awareness and they do next to nothing with regards to paid advertising.
I understand that it is a good fit giving our demo, however, considering how little money they have for a marketing campaign, it would be nonsensical to run commercials seeking donations. I was looking for other avenues and solutions that we could provide, that would ultimately end up with our station generating revenue.
I was initially contemplating a possible radiothon where we would charge the charity an investment to promote the charity to our listeners. We would also approach several businesses in the area for sponsorship. Each paid sponsor for the event will receive a commercial schedule and a portion of their investment would be donated to the charity. This would ensure the charity would receive a return on their investment, and each sponsor would get their commercial schedule to run during the retail holiday season. Would this be a good idea?
Are there any additional solutions that we could provide to create a "win-win" partnership?
Thanks in advance and any feedback would be much appreciated.
