I spent almost exactly 3 years of my life working for Clean Water Action in California as (first) a canvasser, then a trainer, then a field manager and then, while still fulfilling all of those responsibilities every day and evening, became assistant to the California CWA director. I point this out, at the beginning of my feedback, so that you know I have extensive experience in not only fundraising door-to-door, but also political organizing and some fundraising experience at that level as well.
Further to all of that, I have been a regular RP listener for many years (15?), and for several years, a very small annual financial supporter as well (but illness in 2014 has put me in a situation since 2022 where I have had to subsist on government welfare support so it is common that I have about $20 in the whole world at the end of each month and so I was forced to cancel my donation around that time).
So, my feedback concerning your fundraising messages over the last month or so comes from someone who not only has experience in fundraising (and expertly keeping a person's attention and interest while canvassing door-to-door ) but also the language of organizing and winning support.
This is all preparation for some criticism that I hope will be taken as well-meaning and not in any way derogatory or aggressive...
The current message from William about fundraising breaks many longstanding "don'ts" about not only fundraising, but also gaining support from a wide and diverse audience. To keep it as factual as possible, I am just going to bullet point the things that, in my opinion, must be changed if RP is to continue as an independent in an ocean of corporate drones.
- Tone: One should always use a confident and strong voice when requesting help or donations. Strong does not mean aggressive, it means speaking in measured and steady tones without too much inflection and without raising your voice as well. William's tone in this fundraising message is a combination of wheedling, whining, and practically groveling, if that were something a tone of voice could actually manage. If you believe in your mission, if your are committed to your vision, then your tone should, nay, must, reflect that. To do otherwise is simply self-defeating.
- Wording: One should always use active wording that projects commitment, dedication, perseverance, and a strong, winning or succeeding attitude to the endeavor. Weak vocabulary such as words like "trying" or "should" or "hoping" must be avoided. Instead, use active language such as "working to", "succeeding", "making a difference" etc. because if you try to garner any type of support by explaining what you are trying or hoping to achieve, most people will decline simply because they do not want to be a part of your attempt! They do, however, want to be a part of your success and RP has been incredibly successful, especially over the last 15 years, so build on that!
- Shaming: I am sure that in some marketing wonk's toolkit, shaming is a useful tool within some parameter of success. Surely it must because it is used in many marketing campaigns, but usually not so blatant or direct as in William's fundraising script. Targeting people who create, at RP's invitation(!) as a free feature on the app, their own listening lists by ranking songs they like, with shaming and suggesting "shouldn't you support RP too" is a recipe for failure. It might, in marketing terms, supply a short term success for this fundraising effort, but long-term it is to the detriment of RP's reputation and also future fundraising efforts. Speaking as a devoted fan of everything RP does, and one grateful for all the new artists and music RP has introduced me to, it made me feel almost hostile to RP. It is passive aggressive and like most people, I do not respond positively to such tactics. PLUS, you interrupt my enjoyment of my random mix lists every 5th song or so with that long counter-productive script! If you do not like people listening to a random mix of their "7 or above" song rankings if they have not contributed, then for fuck's sake, stop supplying that service and make it available only to those who support RP financially! THAT would be more honest than trying to guilt trip your listeners!
- Environment: Never forget that you are not the only organization that depends on fundraising for its existence. As such, you are competing with everything from the death of the world's oceans to starving, mutilated children and babies in Palestine. Where do you think RP rates in that list? RP is a luxury, not an essential. I would personally just go back to ripping my extensive CD collection and making my own mixes if RP were not there, but I would miss out on so much of the world's music that I would certainly do so with deep regret.
- What works: Creating a sense of belonging ("we"), of shared interest (music lovers of all ages and preference), and defiance in the face of corporate enslavery of every aspect of our lives. THAT I want to be a part of...THAT I would be willing to donate $2/month (of that hypothetical $25 I mentioned; it has been as low as $7 a couple of times) toward and without feeling guilty about not adding that $2 to my measly donations to various Palestine relief NGOs. Why? Because RP becomes not a luxury in that situation, it becomes a vital part of moving the world in a different direction.
- I seem to have run out of space or characters, so I will end here. Pax, Douglas