Paralyzed Veterans of America – Radio

Paralyzed Veterans of America

Paralyzed Veterans of America: Radiothon strategy proves to be viable medium for donor acquisition

The challenge

Paralyzed Veterans of America (PVA) was seeking a way to diversify their acquisition strategy, testing into new and different channels.

Russ Reid solution

Between November 2008 and November 2009, we tested radio as a donor acquisition medium for PVA. Radio can extend reach to an audience not reached via mail, build awareness in targeted local markets and deliver new, high-value donors.

Our strategy was to conduct Radiothons for PVA—24-hour on-air campaigns that compel listeners to phone in and pledge donations. We conducted radiothons for PVA in three different markets:

  • Los Angeles, with KLAC – 2 campaigns
  • San Diego, with KYXY – 1 campaign
  • St. Louis, with KSD – 1 campaign

Outcome

All four campaigns were a success, as they built a local market presence and helped support local chapters. Overall, the campaigns yielded:

  • 1,348 new donors
  • $160 average gift
  • 1.05:1 ROI