Corporate Support

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Market Size and Format Effect 2009 Fundraising Efficiency: DEI Benchmarks Report
According to DEI’s Benchmarks for Public radio Fundraising, market size and overall format were among the factors that influenced public radio stations’ efficiency at generating net revenue in membership/mid-level giving and underwriting in 2009. Craig Oliver and Jay Clayton share insights based on the data submitted by over 100 public radio stations nationwide. Impact of Market Size on Fundraising Efficiency By  Craig Oliver & Jay Clayton, DEI Benchmarks Managers
2009 Arbitron Research on Public Radio Today
At the Fall 2009 NAB Arbitron released its latest studies on radio and public radio. Information in both reports -  Public Radio Today and Radio Today - can be useful when describing radio to funders or other constituencies not familiar with the industry. Public Radio Today is available for download at the right.
Dealing with Stalled Calls
Dealing with Stalled Calls Everything is right but nothing is happening. What's going on? Why can't you get an underwriting commitment?
Getting Past Underwriting Copy Objections
  Show Me   Do you ever feel like prospective underwriters are from Missouri, the 'Show me" state? They say, "Show me how underwriting can be effective when I can't mention pricing in my copy.
The Sales Presentation
The Sales Presentation © 1998 TazMedia, Inc. Rules for Cold Calls Too often, younger, newer underwriting reps are given no account list.
Aftermath of FCC Consideration of Joint Ventures
Aftermath of FCC Consideration of Joint Ventures In December, 2001, the FCC admonished Isothermal Community College, licensee of non-commercial station WNCW (FM), Spindale, NC, for airing announcements that promoted a for-profit concert called the "WNCW Mountain Oasis Musical Festival." WNCW received concert tickets for the Festival, but argued that it gave the tickets away as prizes to listeners or as premiums to donors.
Selling by Business Category
Selling by Business Category Attracting underwriting is like attracting listeners to your station.
DEI 2010 Underwriting Category Study
  Have there been any changes in public radio's top underwriting category list? What categories offer the most potential for stations? Where should underwriting professionals be spending their time? Is there any difference among formats?
Getting The Appointment
     What do you say when you pick up the phone? So, you’ve completed your research and believe you are looking at a company that is fairly likely to be interested in a public radio sponsorship at this time.  What do you say when you call for an appointment?
A New Year's Plan for Successful Selling
A New Year's Plan for Successful Selling Every sales department wants to generate the most income possible. The New Year is a good time to make sure that your sales efforts are focused and that your tactics are well thought-out.
Working With Avertising Agencies
Who’s Who at an Advertising Agency Knowing who to call on at an agency is half the battle. Below are some common titles and job descriptions to help understand the roles of various people at an agency: 
The Objection Committee
The Objection Committee © 1998 TazMedia, Inc. A simple exercise that will pay off handsome dividends: ask every underwriting rep to list their top 5 most frequently heard objections. Collect the list and discover the top 5 of the group. Everyone invent their three best answers to every objection. Everybody then vote for 3 best answers to each objection.
Dealing With Rep Firms
 In an effort to answer the questions often asked by member stations concerning national underwriting representative firms, NPR and DEI have prepared this list of frequently asked questions. We hope that it will provide you with helpful information about outside underwriting representation for your station. While some of you may feel that these border on the simplistic, they are all based on actual questions that stations have raised.
Gaining Commitment
A Word on “Closing” Closing tends to be the most stressful part of the sales process for so many people. This applies to both sides of the table—salespeople and your prospects and clients.
Cash in on the Classical Demo
  Cash in on the Classical Demo Compiled by Gordon Bayliss from research and news reports This is just about the most well-to-do collection of listeners radio has to offer, according to Interep, the largest independent advertising sales and marketing company in the United States specializing in radio, the internet, and events.
Underwriting Blockbuster: Sometimes it Takes a Village
Underwriting Blockbuster: Sometimes it Takes a Village Ron Cook's Eureka! moment at PRDMC 2007 suddenly brought years of great presentations and recommendations from many sources into alignment. KBYU was a rock-bottom nationally in net revenue for underwriting a year ago. Within two months of revising their sales approach, they had reached the national
No Cats, Lots of Rabbits
No Cats, Lots of Rabbits by John Crigler, DEI Legal Counsel, Garvey Schubert Barer On June 15, 2010, the FCC's Enforcement Bureau issued its first underwriting fine in nearly a year. The $12,500 fine was imposed on KUFW-FM in Woodlake, California, a Spanish Language station licensed to the National Farm Workers Service Center. The fine did not arise from a listener complaint, but from a recording made during a station inspections by the FCC's San Francisco Field Office. The order repeated the Bureau's 2009 warning that further underwriting violations "may result in even harsher sanctions than we propose in this case."
Collaborative Underwriting Sales
Collaborative Underwriting Sales In this time of high anxiety, conflict, slow economy, slashed federal, state and university budgets and declining membership and major gifts, the revenue side of our balance sheet is facing pressure like never before - from all sides at once. Best practices mandates that we can ill afford to leave a revenue stone unturned.At the same time, public radio has grown sizeable audiences - making underwriting attractive to the corporate world.
Creating An Effective Proposal
Purpose of a Proposal People often confuse proposals with selling. Proposals are not part of the sales process, they are part of the implementation process. The sale occurs well before the proposal is ever written.
The First Appointment
Goals of the Appointment

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