The most effective radiothons – sometimes called annual appeals – lead with what the station does for its community, not with how much it needs help.
Frame your campaign around impact:
- what has your station achieved?
- who has it served?
- what stories has it told?
- what difference has it made?
Listeners respond to purpose and pride, not appeals to keep the lights on.
Good practice includes sharing specific stories and examples during the broadcast:
- a program that helped a local community group
- a presenter who came up through the station
- an outside broadcast that brought people together
Concrete impact is more compelling than general statements about community radio.
Pair that with a clear ask - what will their donation make possible – and a specific, achievable target.
Beyond the framing, a few practical foundations matter.
Understand the fundraising rules that apply in your state or territory before you start – these differ across Australia. If your station is registered as a charity, your board has oversight responsibilities for fundraising that need to be understood. If you have Deductible Gift Recipient (DGR) status, make that clear to donors – eligible gifts may be tax deductible, which can encourage larger contributions.
Set a clear financial goal and give your radiothon a specific purpose – fundraising for a piece of equipment, a program, or a community initiative. A concrete target gives your team and your listeners something to work towards.
Local business partnerships can strengthen both participation and outcomes – involve your community wherever you can.
Be realistic about capacity. A radiothon takes significant time, energy, and coordination from staff and volunteers. Plan accordingly.
CBAA has additional radiothon and fundraising resources in development – check the Resource Library for updates.
Further reading: