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Best Practices Increasing Listenership
Cynthia Nickless Executive Director & Founder The Presence Radio Network
Portland, ME
Catholic Radio Touching Lives,
Proclaiming Truth
Increasing Listenership Relationships ~ Programming ~ Unity
LOCAL PRIESTS & PARISHES
LOCAL IDENTITY & PROGRAMMING
ESTABLISHING & MAINTAINING
VALUE
DONOR MANAGEMENT
AWARENESS & MARKETING
CATHOLIC CHARITIES
LOCAL BISHOP(S) & DIOCESE
LEADERSHIP
Building the Foundation Working with your Local Diocese
o Diocese Relationships o Local Parish Relationships
Parish Ambassador Program
o Catholic Charities Corporal and Spiritual Works of Mercy
o Serving your Local Communities Local Identity and Programming Awareness & Marketing Donor Management Establishing and Maintaining Value
Diocese Relationships Local Bishop(s)
o Invite your Bishop to join your board
o Produce Bishop’s Rosary and Prayers
o Broadcast homilies for feast days, ordinations, etc.
o Educate on the effectiveness of Catholic Radio – don’t assume he knows
o Seek his advice
o Reassure him of your loyalty
o Address concerns
o Offer help and assistance
Diocese Relationships Diocese Leadership
o Office of Public Policy
• Announce Calls to Action
• Provide vehicle to explain Church teachings on Social Justice Issues:
Life Issues
Immigration
Environment
Taking Care of the Poor
Pending Legislation
Diocese Relationships Diocese Leadership
o Diocesan Director of Communications • Powerful Communication Vehicle
• Issue Press Releases
Pledge Drive
Speakers
Special Events
o Office of Life Long Faith Formation
• Education
• Evangelization
Diocese Relationships Partnership on Annual Events
o Catholic radio speakers at Diocese events Annual Women’s Conferences
Annual Men’s Conferences
Fortnight for Freedom Events
Faith Formation Events
oAnnual Events Present at Clergy Institute
Catholic Awareness Sunday
Annual Softball Tournament
Speakers / Show Host Events
Local Parish Relationships Priests and Deacons
o How can we help?
o Ask for feedback
o Provide testimonials
o Support local parish efforts
o Provide donor participation
o Produce and air: • Prayers
• Liturgical season liners
• Morning Offerings
• Mini-series
Local Parish Relationships Parish Administrators
o Provide weekly Bulletin Inserts
o Publish parish events in Community Calendar
o Help promote Parish missions
• Fr. Larry Richards, 1,100 per night
o Powerful communications tool
o Increases attendance at parish events
o Barter representation at parish events for
on air announcements
Local Parish Relationships Parish Ambassador Program
o Build a team of Parish Ambassadors
o Identify Parish Ambassador Leadership
o P.A.s build a team of local volunteers
o Support for Parish Presentations
o Support for Info Presentations
o Liaison between parish and station
oMaintain literature in churches & halls
Local Parish Relationships Parish Ambassador Program
oRepresentation at Parish Events • Christmas Fairs
• Summer Picnics
o Info Card Handout • Christmas Masses
• Easter Masses
o Community Calendar postings
o Promote Underwriting opportunities
o Share Testimonials
Catholic Charities The Perfect Partnership
o Together we perform the Corporal and Spiritual Works of Mercy
o Promote Catholic Charities Programs
o Promote Catholic Charities Events
In the Christian life, “the corporal and spiritual works of mercy must never be separated.”
Pope Francis, 1/26/2016
Catholic Charities Partnership with The Presence
o Employed by Catholic Charities
o Billed monthly for all expenses
o Catholic Charities Services:
• Payroll
• Human Resources
• Insurance Coverage
• Accounts Payable
Serving your Local Communities Touching Lives, Proclaiming Truth
o Local Identity and Programming
o Awareness & Marketing
o Donor Management
o Establishing & Maintaining Value
Local Programming Station Identity ~ Local Programming
o Engage your Listeners
o Local Identity
o Serving your Diocese
o Prayers and Announcements by Bishop
o Prayers and Announcements by Priests
o Produce Mini-series – 25 Spiritual Weapons
o Prayer Apostolates – Bishop, Priests, Deacons,
Seminarians, Women Religious
o Devotionals - 7 Sorrows Devotion
Local Programming Station Identity ~ Local Programming
o Show host promos for your stations
o Birthdays, Ordination Anniversaries
o Diocese Press Releases
o Stories of Faith
o Diocese Ministry Highlights
o Catholic Schools
o Eucharistic Adoration Schedule
o Special Events
o Weather Announcements
Local Programming Station Identity ~ Local Programming
o Office of Life Long Faith Formation Events
o Broadcast Special Events – Ordinations,
Priests and Deacons
o Community Calendar
o Novenas, Rosary, Divine Mercy Chaplet
o First Friday and First Saturday Devotions
o Knights of Columbus Partnership
o Right to Life Events and Announcements
o Local Bishop Program
Awareness & Marketing Repetition, Repetition, Repetition
o Social Media – Facebook, Twitter, etc.
o Email Marketing – Constant Contact
o Website – Current and Accurate
o Newsletter
o Mailings
o Leverage Donor Database
Donor Management Building your Family of Support
o Invest in Donor Management Software
o Maintain Contact with Donors
o Communicate Gratitude
o Reach out other than to ask for money
o Recognize Donor Levels • One-Time Donors
• Monthly Donors
• Matching Funds
• Major Donors
Establishing and Maintaining Value Testimonials and Stories of Faith
o Reiterate value – on the air & in writing
o IHR Survey Results
o Encourage and Collect Testimonials
o Air Stories of Faith – Listener Stories
o Share Testimonials with all constituents
o Printed copies for: Bishop, Priests, Diocesan
Leadership, Catholic Charities, Volunteers, Donors, Employees
Alternative Ways to Listen Reaching Listeners Outside your Signal Area
o Station Apps
o On-line
o Audio Now
o Tune In
o Roku
o Anywhere in the World….
“I’m not afraid to fail, because I’ve always learned something when I failed. I’ll tell you
what I’m afraid of…. I’m scared to death of dying and having the Lord say to me, ‘Angelica, this is
what you might have done had you trusted more’. I’m petrified of that.”
Mother Angelica