1. For WEXT, our AAA radio station, we have always pledged in March, June, August, and December because these are the standard PBS pledge months and also the months when our station makes the most revenue.
2. Instead of pledging during these standard months, we could look closely at our listenership for WEXT and choose pledge months where the listenership is highest.
3. Some common pushback we might receive is that, if we were to make this change, we could potentially be pledging for multiple months in a row in different areas of our station. Additionally, it would create more work overall for our radio team if WEXT were to pledge at a different time than WMHT-FM, our classical station.
4. Fundraising potential is highest when listenership is highest, so it makes more sense to pledge based on WEXT’s audience rather than the standard PBS pledge months. Though it could create more work for the radio team, the revenue and benefits of pledging during high listenership months might be worth the effort. Additionally, even though our station could be pledging for multiple months in a row, many viewers do not overlap with WEXT and other areas of the station. This is also a negative that could be outweighed by the revenue potential of making this change.
