Insights from 2021 Media Events

As media events are completed and fundraising totals are reported, we have some early insights to share from the events that have occurred so far. Events occurring in Q1 were up 7% on average year over year.

Based on recent research studies fielded with Radiothon audiences along with current trends, here are a few tips to consider for your event. The supporting research findings are included in these slides.

• 2020 research tells us that listeners donate in large numbers online. Note: Already in 2021, Q1 Denver and Baltimore events with combined totals of over 2.8M, had just under 40% of total donations in online and text. Strategy tip: Reach potential donors with targeted digital and mobile messaging before, during, and after your event.

• CMN Hospitals 2020 Critical Mass Media study told us that listeners did not perceive media partners as having promoted the event prior to Radiothon. Radiothon social media presence in particular did not score well. Strategy tip: Focus on pre-promotion across the station’s platforms,- over the air, on the app, streaming, and don’t forget social media.

• Listener comments indicate that matching is an even BIGGER deal than ever before. Strategy tip: Match on-air messaging with specific content (i.e., matching opportunity) on the station’s social platforms, through digital ad targeting, along with placement on the hospital, patient families, and sponsors social accounts.