My Source Radio Testimonial Awards: Kissing Frogs

 

Hints For Finding Gold In Testimonials

From Jeff St. Clair, WKSU & DEI/PRPD On-Air Fundraising Partnership

 

 

Conducting Listener Testimonials is something like Kissing Frogs in hopes that you’ll find a Prince or Princess - you have to kiss a lot of frogs to hit the jackpot.

 

There are a few things you can do to improve your odds:

 

• Interview station Volunteers - these people are hard core, they come to you! 
• Call on major donors and advisory board members for a good word too.
• Sift through all the e-pledges you receive each drive and read the comments attached to the pledge form ( if you don’t have a comment section, you should).
• Reply to these people via e-mail, it beats cold-calling any day. Mention that you read their comments and you’d like to ask them more about such & such AND ask them a couple of questions: i.e. Why they listen, and why they give.
• Oddly enough, listeners who call when you mispronounce a composer’s name, or air a story that ‘doesn’t meet NPR standards’ sometimes make for good testimonials. These people obviously listen closely, have strong opinions, and if they’re members, care about the station. Often they just want someone to pay attention to them and turn 180 degrees from a passionate critic to passionate advocate when given the chance.
• Make sure you have a ‘Live Wire’ file available during the fund-drive and instruct the volunteers and staff to keep an ear out for passionate and articulate pledgers and put a copy of their pledge form in the file. Call them during the drive for quick turnaround, or after the drive for next time.
• Assign one or two people the job of collecting and editing interviews on an on-going basis so that you have a constant supply of fresh testimonials each drive.

 

 

The INTERVIEW. Getting good tape.

 

Good interviewing takes practice, and great interviewing is an art. ( see the hints from some of the pros.) But it’s not rocket science either. A personable approach and knowing what you want out of the interview are the essential elements. Remember - The goal of the interview is to answer two questions: Why do you listen? And, if applicable, why do you give? The Case and Close of the final spot.

 

Begin with whatever prompted you to call this person - have them tell the story of their pledge, or the rabbit that loves to listen, or the news piece that made them cry… and then break it down into the separate components. 

 

What was it about the piece that touched you? How did you feel after hearing that piece? What is it about WXYZ that makes your rabbit so relaxed? Etc.

 

Stories are good. Details are better. Good stories are difficult to edit into 30 seconds, but the details of specific feelings and reactions can be pieced together to create a compelling case statement.

 

Find one key topic to focus on and gather detail around that subject. Now that you know they love Morning Edition, Fresh Air, Car Talk, and A Prairie Home Companion - choose which path to follow. Do you need more news spots? Then ask about NPR news. Ask why it’s helpful to have news in the morning. How NPR stories make you feel first thing in the morning. Is important to have ‘good news’ in the morning in addition to the headlines…etc.

 

LET SILENCES HAPPEN. Don’t step on the interview. The best, most heartfelt comments often come during awkward silences, or after the interview is over.

 

So LET THE TAPE ROLL. After they think it’s over, they’ll relax and say what they really feel. 

 

And don’t for get to ask: Would you mind introducing yourself? Just give your name and where you’re from. Thank you.

 

 

NOTES on editing the spots.

 

The final spot should sound entirely natural and spontaneous without any discernible edits, even though in fact the spot may be highly produced. 

 

The spot should make one case point. 

 

Focusing on one point will guide the editing process - all the elements of the spot should support and clarify this one idea or theme.   e.g. - “NPR is an independent voice…”

 

Start with the introduction…” I’m David from Dover…”

 

The initial edit may be 2 or 3 minutes long, keep cutting until you can’t cut anymore. The average length is usually around 40 seconds, some are shorter, some longer. Longer spots receive less airplay, but sometimes you need the time, so variety of lengths is good. 

 

Don’t add music to phoners. Maybe add to in-studio interviews, but music tends to reduce the shelf life of production pieces - listeners tire of the music long before they tire of the content. Dry testimonials are best.

 

 

KISSING FROGS - Conversation starters.

 

In general terms you ask the Listener two questions:

1. Why do you listen to WXYZ? 
2. And Why do you support it? 

In other words…CASE/CLOSE. The final spot should include these two elements.

 

Building the case: Why do you listen?

1. What do you like about WXYZ?  
2. What is the difference you hear listening to WXYZ / NPR compared to other stations?
3. Why is important… to have an independent source of news? 
4. Why is important to have in-depth news available? …classical music on the radio?
5. Do you remember a news story that really grabbed you? Why?   …piece of music…?
6. What is different about the way NPR approaches a story compared to commercial news?
7. Do you think the fact that NPR / WXYZ is non-commercial has anything to do with the type of reporting you hear? The type of stories covered?   …the type of music you hear?

 

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