Today’s the last day for Austin NPR affiliate KUT’s on-air membership drive, and once again law firms have been heavily represented in the shoutouts provided to “Business Circle” contributors. If you’re doing it because it’s a cause you believe in — and it truly is an outstanding news and entertainment resource — thank you, and God bless. But recognize that on its own it’s a pretty poor use of scarce marketing dollars — a few mentions within a laundry list of names during the pledge drive, a random mention the following week, and an online directetory listing.
But it doesn’t have to be that way.
There are a few simple ways to leverage your support for NPR that can generate direct, measurable marketing lift out of your generous contribution:
- LinkedIn mining – Use the online business directory to create a list of networking prospects in your area. Your shared interest in/sponsorship of public radio is a great opening line for an invitation to join your network.
- CLE for NPR lovers – Devise a CLE session for your fellow NPR supporters, inviting the prospects on the aforementioned LinkedIn list and existing members of your network.
- Take the station’s development director to lunch – As I’ve written before, fundraisers at non-profit organizations are creative, resourceful and formidable marketers. Odds are good that someone in the development department would make time to sit down with you over coffee and knock around some ideas for creating some mutually beneficial networking opportunities.
Do you support your local NPR station? Any networking stories you’d like to share?