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