WHYY, my favorite radio station

WHYY (an NPR station out of Philadelphia) http://whyy.org/ is my favorite radio station, much to my family's dismay. For the most part, I listen to my favorite shows, All Things Considered, Fresh Air, Car Talk, You Bet Your Garden and Chef's Table, any time I am in the car, running errands, etc. I usually make a (modest) annual donation to the station. Last week, the station had a "membership drive" to convince listeners to make donations. If you are an avid listener, the regular programming is cut short to make way for fundraising pleas.

This week's mailing, a fundraising appeal for the station, came right after I thought the on-air drive was completed (and their fundraising goals were met). The mailing makes no mention of last week's "pledge drive." I think that it should. The case for a donation would be stronger if it mentioned last week's campaign and built on it. The sense of urgency, call to action in this piece is to have the donor make a contribution before the end of WHYY's fiscal year, June 30.

The direct mail package format is not one that is seen very often anymore. It is a number 10 envelope with two-color ink (blue and black) on the envelope and the front page of the enclosed letter. The letter runs on the front and back. The back is only black ink. It is folded four times and has a perforated return form at the bottom and a return envelope. The letter ends with a P.S., sometimes a direct marketer's most effective tool, requesting a gift before June 30. The return form uses many direct marketing involvement devices, including requesting for the donor's opinion on WHYY's programming and for the donor to volunteer, to make a bequest or an employer matching gift. I am wondering if I will get an e-mail making the same appeal.

I suppose the tracking device is in the coding above my name and address. There are no incentives listed in the piece. On air, last week, there were a few items given away at various contribution levels. Perhaps, WHYY has tried these in mailing and has found that they are ineffective. They should be testing messaging and creative formats. This direct mail package is a no-frills one. I hope that they tested a simple, but colorful postcard with a web donation page.