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Hawaii Public Radio (HPR) - Launches On-air Fund Drive Oct. 1 with Goal of $1.03 Million
HPR Launches On-air Fund Drive Oct. 1 with Goal of $1.03 Million
Innovative new strategy and sustaining membership key to success
Hawai‘i Public Radio goes on the air with its fall pledge drive "Celebration 2014" on Ocober 1st at 6:19 a.m. For the first time in many years, the station's pledge goal of $1,032,000 remains the same as the last fund drive (in spring 2014). Early giving to Celebration 2014 totalling more than $100,000 has already reduced the remaining amount to be raised.
The station is currently supported by over 11,000 individual members and more than a hundred corporate underwriters. Michael Titterton, HPR's President and General Manager, adds "Our pledge goals are always carefully calculated to raise just what the station needs to stay in business for the next six months, not a dollar more, not a dollar less. Each drive, the target amount has risen slightly; but this fall, we are thrilled to be going into the fundraiser with a goal that is unchanged from this past spring. This is due to the growing number of our members who are choosing to make automatic payments on a regular monthly basis. That kind of sustained support gives us not only precious predictable income, but takes some of the pressure off the semi-annual pledge drives."
In addition to seeking an increase in the ranks of sustaining members, the station is introducing a strategy never tried before. In the traditional public radio pledge drive, specific goals are announced for each program or day-part; each goal designed to contribute to the overall total needing to be raised in the allotted time. With Celebration 2014, HPR listeners will be able to participate in hourly goals. "The geeks in our development department, who came up with these hour-by-hour micro-goals, call them ‘day particles,'" Titterton said. "We're tremendously excited about this new fundraising concept and think our listeners will be too, as it coincides more precisely with their radio-listening habits and the time they actually spend listening."
To mount a single on-air drive, the station's regular staff of 30 relies on an additional 425 volunteers to answer pledge calls on the 18 specially installed phone lines. Taking to the airwaves to lend their vocal support are numerous community leaders from the business, nonprofit, and education sector. A popular regular pledge event is the "Attorney Challenge" (to be held on October 3rd, 6:00 to 9:00 a.m.), an opportunity for callers to accompany their donation with a compliment about a lawyer.
Highlights of the pledge drive also include the premium offer of ten frequent flyer miles on Hawaiian Airlines for every dollar donated to HPR; as well, as the Radio Flyers Program, in which the donor selects to re-gift the miles to Kapi‘olani Medical Center for Women and Children's Family Fund, to assist Neighbor Island families seeking treatment at Kapi‘olani with their travel needs.
The theme for Celebration 2014 is "Fiercely Individual." Titterton explains, "The HPR listener is fiercely individual in his or her tastes and we are proud to be that spirited individual's station of choice. Our listeners know they can find on our two streams a range of content, from news reporting by the world's top agencies and our own award-winning news team, to thoughtfully curated musical programs, classical, jazz, and much more. They also know they can find us not just on the radio, but increasingly in the digital space. Our job is to convey to those 173,000 fierce individuals who are listening on a weekly basis that even more exciting programming and services await them if they become station members."
During the October 1st through 10th fund drive, membership pledges are accepted over the phone at (808) 944-8800, (808) 941-3689, or toll-free at (888) 970-8800 or (877) 941-3689. Online donations may be made at www.hawaiipublicradio.org.
About Hawaii Public Radio
HPR is a private, non-profit organization which broadcasts classical, jazz, and international music; and in-depth news and informational programming from National Public Radio, Public Radio International, and other local, national, and international program sources, as well as programs produced by Hawaii Public Radio. In 2013, Charity Navigator, the premier charity evaluator, awarded HPR its second consecutive highest, four-star rating for sound fiscal management and commitment to accountability and transparency.
HPR's mission is to serve the entire population of the state of Hawai‘i with two excellent program streams. HPR-1, the news magazine and fine arts stream, can currently be heard on O‘ahu and Kaua‘i (KHPR 88.1 FM and 88.5 FM); Maui, Moloka‘i, Lana‘i, and West Hawai‘i (KKUA 90.7 FM); and East Hawai‘i (KANO 91.1 FM (Hilo) and 94.7 FM (Waimea)). HPR-2, the news, local talk, and music stream, is found on Maui, Moloka‘i, Lana‘i (KIPM 89.7 FM and KIPH 88.3 FM (Hana)); West Hawai‘i (KIPM 89.7 FM and KHPH 88.7 FM); O‘ahu and Kaua‘i (KIPO 89.3 FM; KIPL 89.9 FM).
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