Hi, I’m Alexandra Castle, Senior Manager, Member Acquisition at KCRW in Santa Monica, CA. KCRW is a hybrid news and music station. I’ve been at KCRW for 4 years, which accounts for all my public radio and fundraising experience.
As my colleague Kim Ishikawa already mentioned, KCRW has spent the last few years fundraising in an UnDrive format with no live pitching, only spots and live readers. We’re working on adjusting the format with particular attention to bringing in new members, especially sustainers.
I’m eager to learn how other stations conduct their on-air fundraising and develop compelling pitches.