How did WayFM get a 30 to 1 donation ROI?

The Problem

Radio stations struggle to convert loyal listeners to loyal donors.

WayFM needed a way to boost fundraising donations for increased station revenue and long-term sustainability.

Research Shedding Light on this Problem for Radio Stations

Commissioned by Dunham+Company, research indicates that most of those whose first preset station on their radio is a Christian station mark it as their favorite. However, these Christian radio listeners have not financially supported their favorite station. Furthermore, 51% of these listeners who have not financially supported their favorite station indicated they had not thought about doing so or were unaware of the need.

Highlighted Quote

“This may indicate the need for listener-supported stations to find ways throughout the year to make the case for support, showing the impact of donor support in key outcomes (particularly the lives of listeners).” – Dunham+Company

The Solution

Implement custom texting strategy

Have a planning session with the Powered By Text strategist
Develop a year-round texting plan
Set up a custom INSIDER group
Schedule message delivery during Support Drive event
Target a large group of loyal listeners

12/2

On-Air Announcement

On-Air Announcement
The WayFM team instructs their audience to text “WAY” to their short code.
Mass Text Custom Group
WayFM consistently sends out texts with valuable content to their insiders. Then, they execute a Support Drive and boost donations via a text with URL to their donation page.

The Result

5x Higher Engagement and 30 to 1 Donation ROI

The result of WayFM implementing the Powered By Text texting strategies? Five times higher audience engagement rates in general, plus a $30 return on every dollar they spent!

Text WAY to 91979
Experience Being A WayFM Insider

”The Powered By Text strategies helped us create a new donation stream that resulted in $30 raised for every $1 we spent.
Zach Boehm | VP of Digital ContentHope Media Group

A Tool for You

Download a Guide for Radio Texting

We’ve created a free tool for radio stations to help them follow our texting blueprint to increase engagement and donations.

Get the Guide

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