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A Test of Creative Connection

Creating a connective spot means checking with the audience. Does it really connect? Is it using language that is understood? Does the music work effectively?

We started back in November with a concept, tested the sound with a focus group, and now, with new copy and a new song are ready to listen again.

So here we are, in round three with a spot we’ve dubbed “The Thanksgiving Spot”. You can take a listen to our earlier versions Episode 1 and Edit 2.

In this round we took the revised script and paired it with a new song. Instead of Cindy Morgan’s How Could I Ask for More, which our listeners didn’t seem to remember, we paired it with Lauren Daigle’s How Can It Be. We toyed with using a version of the Doxology (Praise God From Whom All Blessings Flow), but were struck with the sound of the words paired with Lauren’s song of wonder at what God has done for us.

What’s our next step? We’ll test this new version with listeners . . . see what they like and don’t like. More to come!

With a new year upon us, many of us are fired up to accomplish our goals.  If your goals include better connection with your listeners, you may be wondering if your digital work contributes toward that end.   

Well, it does. This two-part blog covers information we’ve gleaned from additional data sorts of the Why Listen? 2018 survey results of 26,800 respondents across the country from more than 70 entities including hundreds of stations.  

A high-level re-tabulation reveals differences between Digital Media consumers—specifically Facebook users and podcast users. In this blog, we’ll zero in on Facebook, and part two will focus on podcasts. 

Here’s a big tell:  Generally, as listening increases, so does a station’s digital media consumption.  Facebook is the big player here.  

Big Ten Facebook Findings 

  1. Christian AC listeners are more likely than listeners to any other Christian radio format to be moderate or heavy social media users. Listeners to other formats are less like to use social media at all or have “Liked’ the ministry. 
  2. Moderate to heavy Facebook “Likers” are also more likely to devote more of their radio listening to Christian radio. 
  3. Regarding reasons for listening to Christian radio, moderate to heavy Facebook Likers are: 
    1. More likely to say they listen for encouragement. 
    2. More likely to say they like worshipful Christian music. 
    3. More likely to say they listen because Christian radio is safe for them and their families. 
    4. More likely to say Christian radio helps them grow spiritually. 
    5. More likely to say Christian radio helps them worship God throughout the day. 
  4. Heavy Facebook users are more likely than other social media users or non-users to have listened to a podcast in the last year and they have listened to a larger number of podcasts. 
  5. Heavy Facebook users are more likely than other social media users or non-users to be current`monthly donors. 
  6. Heavy and Moderate Facebook users are likely to say the Christian radio ministry is their #1 or #2 giving priority after their local churches. 
  7. Heavy Facebook users are more likely to give to either none other or just one or two ministries other than their local church and on average they give to the fewest number of other ministries. 
  8. Facebook users are more likely to be women. 
  9. Moderate and heavy Facebook users tend to be under the age of 45. 
  10. Heavy Facebook users tend to be single/never married. 

 

This dive into Facebook users should be an encouragement to integrate your Facebook content into your overall content plan.  If that remains a bit mysterious to you, CONTACT us.  We can help you make 2019 your most connective year yet. 

 

 

A brief history of wHAT RESEARCH DID IN THE 30’S AND STILL DOES TODAY

Listen to a quick intro on research history by Chuck:

Jan here.

Ask anyone what they love about radio, and they’ll tell you. It’s that simple. Reach out, find out what your listeners love, and create a message that reaches into the center of their need. Grab their ear, grab their heart, and you have a friend.

Rating systems have changed since the 1930’s. Back then, in the “golden age of radio,” rating systems were much more personal. And in some ways, more immediate and accurate.

It all comes down to making friends, but how does one make friends? Claude Hooper knew. Based in America, Claude Hooper, a former marketing research analyst, started measuring radio and TV popularity in 1934. During that “golden age”, Claude was taking the pulse of the radio listener in a way that had never been done before. C.E. Hooper’s “Hooperratings” became the rising star—the go-to, trusted source for radio show popularity.

So how did this bit of history come up anyway? It all started with a story about life in Cincinnati—in the 50’s.

Chuck here.

My Dad has been in radio from the day I was born. He was in radio when it was network block programming—and almost no one thought about the “listener.” He tells of a well-known station in Cincinnati that was a harbinger of listener-first. They came up playing “Purple People Eater” for two straight weeks. Yep. Two weeks. Then flipped to rock ‘n roll. They debuted in the Hooperratings at a 78 share. Now, shares were figured differently back then, but you get the idea. The listener won, eventually.

Jan here.

But how did Hooperratings work?

“Reach out and touch someone.” Some of you may remember that AT&T marketing slogan. Well that’s exactly what Hooper did. Hooperratings were based upon phone calls made “coincidentally” to listeners in 36 cities in the US. What made his method unique, besides being highly personal, was that it allowed him to find out what the listener was focused on at that particular moment. Immediately and personally. This was favorable among the listeners, who didn’t really like having to remember what they were listening to 2 hours ago, much less 24 hours ago. C.E. Hooper made calls every 15 minutes (an exhaustive and expensive process). The results were tallied and distributed to advertisers, networks and radio stations. The industry largely lived and died by these reports, and relied upon their accuracy.

What might we take from all this?

In the 1940s and for some time after, when someone in the radio industry asked, “How’s your Hooper?” they were really asking about the size of a radio broadcast’s audience. You can find more information on each of these important components on our website, including information on listener research that is even more helpful, in-depth and actionable than what was done in the 1930’s.

At Finney Media, we love to work alongside you on your Hooper with heart connection, talent and story. Click here to read our next blog

Sources can be found HERE.

Blog Info

In our first installment of looking at the real, raw creative process, we discovered that Christian radio listeners liked the idea of the Thanksgiving piece but Abraham Lincoln’s words were just too big, too 19th Century, too hard to follow in 2018.

And, to complete the picture, the song we used, Cindy Morgan’s How Could I Ask For More, just didn’t move them, largely because it was unfamiliar. Or, at least didn’t in combination with Lincoln’s words.  It hasn’t been played for a long time at most stations.

Here’s our original script, basically Lincoln’s Thanksgiving Proclamation woven with the music.

The year was 1863 . . . the words from President Abraham Lincoln . . . “I invite my fellow-citizens in every part of the United States to set apart and observe the last Thursday of November as a Day of Thanksgiving and Prayer to our beneficent Father who dwelleth in the heavens. And I recommend to them that, while offering up the ascriptions justly due to Him for such singular deliverances and blessings, they do also, with humble penitence for our national perverseness and disobedience, commend to His tender care all those who have become widows, orphans, mourners, or sufferers, and fervently implore the interposition of the Almighty hand to heal the wounds of the nation, and to restore it, as soon as may be consistent with the Divine purposes, to the full enjoyment of peace, harmony, tranquility, and union.

Our next thought was to paraphrase Lincoln instead. Giving it a new vibe.

Here’s the new take.

Abraham Lincoln is one of our most loved and revered Presidents.  As the Civil War was raging, he took the time to issue a proclamation creating an annual day to pause and to give thanks.  It is the Thanksgiving Proclamation of 1863—and since that long ago time, we in the United States have set aside a day every November to lift up hearts of thankfulness.  Hearts that unite to remember our blessings, those we love and the freedoms we are privileged to share.  Lincoln’s character and his foresight is a witness to us yet today.  So this year, once again, may we give thanks with grateful hearts.

And here’s what the new piece sounds like with How Could I Ask For More.

What will our listener tell us about this variation?  What do you think?

MAP OUT YOUR COURSE
But seek ye first the kingdom of God, and his righteousness; and all these things shall be added unto you.~ Matthew 6:33

As Christians, our aim above all else, should be The Kingdom of God. We seek it above all things, and then all things will be added unto us. That’s because as Christian leaders, we are representatives of Christ. And, Christ is the headship of all.

What does that mean? The answer is more difficult than you think. It is diametrically opposed to much leadership advice you will ever hear anywhere, except one place … the Bible.

Here it goes. You have to remove yourself, your desires, your emotions and your attachment to certain plans from the navigational process. Only by emptying ourselves of all personal penchants can we truly love others as God intended, and lead them into everything God has for your company. This step usually takes awhile to get it right. The next step is even more difficult. Once you’ve emptied yourself, you show up, stand in place, a humble and empty vessel, and God does the rest.

TAKE STOCK

When taking stock of the people placed in your charge, you would do well to first examine the skills of the twelve disciples.  As a Christian broadcasting entity, the content you broadcast will help make disciples of both your team andyour listeners. They will, in turn, then spread the Gospel to all nations.

Let’s look at the disciples. Andrew and Peter were fishermen. James and John not only made fishing nets, they owned their own business. Matthew was a tax collector, otherwise known as a publican. At the time, a publican was despised by the people and considered a traitor. A tax collector’s money couldn’t even be tithed at the temple. Simon the Canaanite was a zealot. He was fiercely loyal to his faith and Israel. Thomas, Bartholomew (Nathanael), Philip, James (the son of Alphaeus), and Judas (Thaddaeus) were either tradesmen or fishermen, but the records don’t reveal anything specific. You’ll want to take note that Judas Iscariot, whom Jesus entrusted as treasurer, is the only disciple who had financial security issues.

A CREW OF EXCELLENCE

Okay … You’ve analyzed the strengths and weaknesses of your current crew. Maybe you’ve even had them take a survey or two. Most companies and ministries stop there. But that’s not even half of the equation. According to the Bible, the gifts₁ are important. But they are small, small things, compared to a “more excellent way”. Paul nearly negates the gifts in his letters to the Corinthians.

“But earnestly desire the greater gifts. And yet I show you a more excellent way.”
~ 1 Corinthians 12:31

The Bible doesn’t stop at the gifts, and neither should you. Paul goes on to say that there is a more “excellent way” to operate as a Christian.

Of course, the dividing line is LOVE. Since we can’t see or judge an employee’s heart, we look for the Fruit of the Spiritas evidence of God’s love. Love, joy, peace, patience, kindness, goodness, faithfulness, gentleness and self-control. The Bible says that if these are evident and increasing, they will keep a person from being ineffective in the Kingdom of God.  (2 Peter 1:5-9).

Bearing fruit is NOT the same as exercising gifts  (1 Corinthians 13:1).  Only those who humble themselves and become empty vessels can truly do the will of God  (2 Corinthians 4:7), (Matthew 7:21-23).

Pray and ask God to do His work in your life and in the life of your team.

 

Guest Blog by Dr. Paul Virts, Advocace 

Has your gift income plateaued or even dropped a bit? Or, is it still increasing but the year-to-year increases have dropped significantly? You may have talked to other leaders and concluded that donors give to too many ministries and are simply tapped out. 

So, is there evidence this is the likely culprit? Data from the latest Why Listen survey suggests this is not a significant problem. Be encouraged! 

In Finney Media’s Why Listen 2018 study, Christian radio donors were asked how many ministries, aside from their local churches, they gave to in the last year. Here is a summary of their responses:  

  • More than one-half (57%) of donors who give to other ministries say they donate to three or fewer ministries other than their local church.
  • More than three-quarters (81%) give to five or fewer ministries. 

I need to note that these data were for all radio ministries combined and that the number of ministries donors give to varies by station format.  

For a broader discussion of this topic by Advocace  read Want to know why your gift income has stopped growing? >> 

For more information on how you can be a ministry that donors are excited to give to—someone with deep heart impact and broad reach–contact Finney Media.

 

 

Thankful for You.

At Finney Media, we’re so thankful for you. Thankful that we get to work alongside hard-working, creative geniuses like you who are overwhelmed with life and work and yet still find the time to put together profound ways of communicating God’s Truth.

Episode 1: The Real Raw Creation Process (Oh, yes, this is a continuing series.)

The holiday focus on thankfulness got us thinking of a way to highlight how the holiday itself began. Using Abraham Lincoln’s original 1863 proclamation – yes he really did begin our Thanksgiving Day tradition while the Civil War was still raging – and combining it with Cindy Morgan’s How Could I Ask For More.

And, the first edit sounds like this:

We say first edit because we’re diving into ideas capitalizing on the speed of technology such as:

  1. Take a creative idea.
  2. Use it to create a first version and quite possibly a second version.
  3. Test it with listeners. A/B test it if we have two versions.
  4. Continue to edit and test until we’ve reached the point that listeners LOVE the piece.

Here’s the thing. We’ve now tested this audio piece with some listeners and here’s what we found.

  1. They love the idea of a sound piece about gratitude.
  2. They think there are too many big words in this one, hard to understand, and just too long.

This is a good thing.  Listener feedback points us to an improved version. It’s GREAT that they didn’t like elements of the first version.  This helps us learn how to craft the second! Stay tuned for the next version that we’ll reveal next week!

P.S.  This audio is not available for airing—it’s not ready to genuinely connect with a listener.

 

Guest blog by Dr. Paul Virts, Advocace

Several years ago, when I led a Christian radio ministry, I had lunch with the head of a cluster of public radio stations. When comparing the fundraising of our stations with his, he remarked, “I wish I had your cause—I could raise a lot more money!” With these comments he referred to the passion Christian radio listeners have for their favorite radio stations.

That listeners are passionate about Christian radio stations and programs is undisputed. In a recent nationwide study (Why Listen 2018, Finney Media), listeners (seven in ten of which were donors) gave Christian radio a Net Promoter Score of 73 (on a scale of -100 to +100). That’s just below the perennial “winner” Costco (79) but well ahead of other well-known brands such as Chick-Fil-A (58), Microsoft (45) and Amazon (25).

One way to measure donors’ passion for your ministry is to ask them, other than giving to their local church, what priority they assign to giving to the radio ministry that sent them the Why Listen 2018 survey. Here’s how listeners responded to that question:

One can make the case that high priority for giving reflects deeper passion for the ministry. In this study, more than three in four (77%) donors said giving to the ministry was among their top three priorities for donating.

For a fuller discussion of this finding as well as recommendations on how to ignite donor passion, read How can you get your donors more excited about your station?—Part 2 >>

Read more on the Why Listen?® national survey here or feel free to send us your question at whylisten@whylisten.com.

Increasingly, your website is becoming a home base for your broadcast ministry.  You didn’t get into this ministry to become a techie, and the idea of getting your site up to snuff may seem like a daunting task from both a time and financial perspective.  The good news is, you don’t have to spend like a media mogul or dedicate an entire multimedia team to ensure a welcoming presence that connects your visitors to the what they need to go deeper with your ministry and your Maker.

Here are 5 “must haves” for your ministry’s website – none of which will break the bank (or your spirit).

  1. “Listen Live” buttons, links and banners

For most of you, your live audio content is the most important part of your ministry.  If that’s the case, then listening to the livestream of your broadcast should be your primary call to action.  We recommend having a live stream button in the header as well as multiple links and graphics highlighting your livestream placed throughout your website.   For our teaching ministry friends, the lesson is similar – get them linked into a podcast of your audio and keep them coming back for more.

  1. Donate Button

For those of you that are charitable stations / ministries, another primary call to action on your website is to donate.  It also is a primary reason people will come to your site, so make it easy for them! Again, in the header, as a main menu item and as appropriate on other pages of your website are all good practices. Ensure your donation experience takes as few clicks as possible.

  1. Install a Secure Socket Layer (SSL) Certificate on your site

While this sounds technical (and it is!) it is easy, inexpensive and important!  You know a site has an SSL Certificate when you see the little “Lock” up in the address bar of a website.  In the past, it was only important to have this function on pages where collecting personal information, processing donations/sales, etc.  However, now many web browsers and popular search engines will make your site hard to reach if you are found without SSL in place.   The good news is, a call to your hosting company and a small fee will put you on good footing.

  1. Optimized for Mobile

Optimizing your site for mobile earlier may have seemed like a luxury, but the story has quickly changed. Today over half of all website traffic is consumed via mobile devices.  If your site is not mobile responsive, then it’s time for an upgrade.  The good news is, these days most website templates have mobile responsiveness built in.  Review your site on several types of mobile devices to ensure you are giving your audience a quality experience.

  1. Clear presentation of the Gospel

We are blessed by Grace with a saving Faith.  We are further humbled to participate in His story of transcendent Love by pointing others toward Him. People come to your website for a variety of reasons and through a variety of methods.  If someone comes to your site seeking answers, make it clear and easy for them to learn about the Ultimate Answer.

If you would like help implementing any of these ideas, or an App or and Alexa Skill – or to receive a free 10-point Website Inspection, please contact us today.

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