The record was set despite the fact that Michigan Radio shortened the air campaign by two and one-half days, compared with a year ago. While less money was pledged during the on-air portion, the amount was more than offset by contributions raised during a month-long direct mail effort that preceded the campaign.
In all, listeners pledged nearly $406,000 on-air, $216,000 by mail and more than $78,000 through a secure Web site, michiganradio.org. Additional funds are expected to come from contributors matching gifts programs.
We are very pleased with the success of the shorter on-air fund drive, said Donovan Reynolds, director of broadcasting. Our goal is to provide more of the programming that listeners enjoy, with fewer interruptions to ask for money.
The fact that so many contributors chose to renew their membership in Michigan Radio by mail suggests that we may be able to reduce the length of our two yearly drives even more in the future.
Michigan Radio includes WUOM, 91.7 FM Ann Arbor; WFUM, 91.1 FM Flint; and WVGR, 104.1 FM, Grand Rapids.