by Raquel Robinson, Finney Media Communications & Design Administrator
How many times have you gone to buy something and then all of a sudden you are on that business’ email list? Everywhere we turn we are asked for contact information: your name, email address or phone number.
At your station, you probably have asked listeners for this same contact information either through a share-a-thon or event but what are you doing with this information? Through our research, Christian radio listeners tell us the key reason they turn to your station or program is for connection and to grow closer to God. But sometimes, we can think this connection ends after the last song is played or the end of the giving campaign is over.
Your listener wants connection with you on the air but what about off the air? How do you make a meaningful connection off the air that translates to your listener coming back for more?
Here are five steps to help you get started:
- Clean up and organize. That pile of names, addresses and email addresses you’ve collected over the years, it’s time to clean it up and organize it. Get this valuable listener information into a Client Relationship Manager (CRM) or Email Marketing Software that will allow you to better organize, sort and segment.
- Identify your audience segments. In your listener database, do you have a lot of folks under the age of 40 or over 65? Are there people who open your emails every time you send them and some who do not? Segmenting your list will allow you to target your off-air content for the right audience, at the right time, for the right purpose.
- Ask. Don’t forget to take time to ask your audience what they truly want from you. This could be either through an email survey or through a simple question in your next newsletter. After you ask, be open to receiving your listener’s feedback. You may be surprised. What you think is connecting with your audience is actually something completely different.
- Create Content that Connects. After you ask, create content that delivers what your listener truly wants. If it’s to be more connected to God, think about sharing something off the air with your listeners that helps them do this. That may look like repurposing your on-air Bible verse of the day into an email you send out. Another option could be to provide information on a Christian concert or Christian talk in your community in your next station newsletter. Whatever it is your listener says they want from you, see where you can take your on-air content and repurpose it for off-line connection.
- Strike the Right Balance. Your listener can turn off the dial for you on-air; and the same is true for you off the air. Your listener will also turn off (or unsubscribe) from your messages if they are too frequent, too long, the tone is too harsh, or the content isn’t interesting. Don’t be the reason your listener disconnects from you, your ministry and your message. Find the right timing and frequency for your offline content to ensure the best engagement.
Let us help you make better heart connection with your audience in the New Year. We have an awesome team of industry experts who are ready to help. Get in TOUCH WITH US and let’s help you Grow Audience in 2026!
