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Roger Gomoll is a lifelong
pilot and is certified for
glider, single and
multi-engine airplanes
|
Roger
and Liz Gomoll have launched a new pledge drive information website based on
the notion that there is no time to waste during on-air pitching.
PledgeLab [link] offers advice and tips about
ways to plan and execute on-air fundraising.
We
recommend PledgeLab to anyone in
public media, particularly folks at smaller shops who don’t have the budget to
bring in consultants.
The basic premise of PledgeLab
is to make every word of pitching count. In other words, a few well chosen
words are more effective than chit-chat when you are trying to raise money.
One
of the best features of PledgeLab is
a collection of personal essays from pros that know what works, and what
doesn’t. For example, we are featuring (on the right) a slightly edited version
of an essay written by Mike Arnold from Wisconsin Public Radio (WPR) is on the
right. You can read the entire essay here.
Arnold
talks about his own evolution from a free-form, go with the flow,
self-indulgent pitching style, to a pre-planned, pre-scripted approach. A more
disciplined method can have vitality, presence and humor. Plus it is much more
effective in getting the phones to ring.
Other
essays we recommend include Good Pledge
Equals Good Radio by Ira Glass, Hostiness
by Scott Williams and Pledge Drive
Rehearsals Made Easy by John Munson.
According
to Roger Gomall, successful pitching starts with a messaging plan built on key words and phrases
to engage listeners and invite them to contribute. Repetition and consistency
matter because people tune-in and tune-out every minute. What may seem to be overkill
to a pledge drive staffer but the message may be new for a listener.
PledgeLab might sound like a product
marketed by a large corporation but it actually originates from a “mom and pop”
shop.
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| Roger and Liz Gomoll |
Roger and Liz Gomoll have kept their business direct and personal for
maximum benefit of clients. The basics are the same for each station but the
plan is a custom, homegrown process.
Roger
Gomoll has worked in public radio since 1975. For 23 years he worked at
Minnesota Public Radio as that organization grew from a small shop and became
one of public media’s most successful and influential nonprofit companies. He
also worked for the Development Exchange (now Greater Public) and Public Radio
International (PRI).
Elizabeth
Williams Gomoll is the CEO of PledgeLab. She spent years raising money for
the the Rochester (MN) Symphony Orchestra.
Like Roger, she is also a licensed pilot.
Roger
and Liz started their independent business in the mid-2000s.
NIELSEN AUDIO TOP-LINE
RATINGS FOR ALBANY, BUFFALO, LOUISVILLE & SYRACUSE
WAMC
continues to set the pace for NPR News/Talk stations in a medium and smaller
size markets.
Like many news stations, they saw a peak in listening in 2017.
AAA
WEXT The Exit may have seen a boost
from their second signal at 106.1 FM. We first reported on the new signal in
January [link].
Both
public radio stations in Buffalo seem to be holding their listeners. “News
fatigue” apparently has set in as it has elsewhere. Look for the fatigue to
pass as we get closer to 2020.
Both
WBFO and WNED have a large number of listeners in Ontario, Canada. The extent
of this listening is not known because Nielsen doesn’t measure Canadian
stations and Numeris, in Canada, doesn’t report listening to U.S. stations.
All
three Louisville Public Media stations are doing well, particularly NPR
News/Talk WFPL.
The AQH share trend for AAA WFPK has been down since Spring
2017. Listening to Classical WUOL remains remarkably stable.
In
Syracuse it appears that WAER is making some gains at the possible expense of
WRVO.
WAER has eliminated Jazz during key weekday hours and added popular
syndicated news and talk programs.
Jazz still airs in the late evening and
overnight.
WAER
should have made this change years ago but “better late than never.”
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