I am brand new to radio sales. I'd like to work with some local Non-Profit agencies. Does anyone have any suggestions for a few Valid Business Reasons I can use to break the ice on a cold call?
Why local non-profits. They generally have no media budget and depend on PSAs to get their messages out.
Go prospect with the businesses on Main Street first and see if they want to help local non-profits in some way via their radio spots.
I've had some success with charities and churches. My basic pitch is "There is word of mouth advertising about your organization. What is it specifically this week and who is controlling the message?"
PSA's are great and should be used but the media outlet is determining how much time is given to each message, how many times it airs (if it all), and how the message is stated. When you're a paying customer you control all of these elements.
It's more important now than ever, with donations shrinking, to appeal effectively to donors. Event Marketing and Branding are both important.
I find it's better to work with your public service director to get them on the air. Non-profits have no budget, but their board may include car dealerships or other retail businesses. Most of the board are decision makers for their own business. This is a good way to get to introduce yourself and your station.
