Spearheaded a fundraising campaign for two nonprofit organizations within the broadcasting industry: the Broadcasters Foundation of America (BFOA) and the Library of American Broadcasting Foundation (LABF).
The goal of the campaign was to raise critical funds for BFOA, which provides financial assistance to broadcasters facing personal hardship, and LABF, which works to preserve and restore historic broadcasting tapes.
The campaign was designed to engage the broadcasting community through an online auction, generating donations and raising awareness of the missions of both organizations.
My Role
Responsible for the overall campaign strategy, coordination, and execution. This included:
- Marketing Plan Development: I created a detailed marketing plan to guide the campaign, which outlined the campaign objectives, target audience, and key messaging.
- Platform Selection: After evaluating several platforms, I chose BetterUnite, an online auction platform, for its user-friendly interface and donor engagement features. I coordinated with the platform team to ensure everything was set up for a smooth auction experience.
- Partnership Development: I served as the liaison to secure auction donations from industry partners, which included high-value items such as a signed Taylor Swift guitar and a luxury 5-night accommodation.
- Content Creation: I created engaging social media graphics, directed press releases, and designed email marketing materials to promote the auction.
- Communication & Outreach: I coordinated communication efforts, including sending out eblasts to our database, managing donor thank-you messages, and executing a press release to increase visibility of the auction.
- Campaign Launch: The campaign officially launched at the Radio Ink Forecast conference, where we kick-started the auction and began engaging industry professionals.
Campaign Execution
- Auction Platform: The auction was hosted on the BetterUnite platform, providing a seamless and secure experience for donors to bid on auction items.
- Marketing Materials: I created a suite of social media graphics, email templates, and thank-you letters to engage and follow up with participants.
- Press & Publicity: I worked with our communications specialist in outreach to radio industry publications, resulting in an article about the campaign in Radio Ink, which helped raise awareness and attract additional bidders.
- Donor Engagement: I worked closely with auction participants, ensuring smooth transactions and sending personal thank-you messages to those who won auction items.
Results
In its first year, the campaign was a success, achieving the following:
- Total Funds Raised: Over $12,000, which directly benefited BFOA’s financial assistance programs and LABF’s preservation efforts.
- Auction Items: Secured 15 high-value auction items, with donations ranging from signed memorabilia to exclusive experiences.
- Industry Engagement: Increased awareness of BFOA and LABF’s missions among broadcasting professionals.
- Successful Launch: The campaign gained traction during the Radio Ink Forecast conference, where industry leaders and influencers engaged with the cause and supported the auction.
Conclusion
This campaign highlights my ability to develop and execute comprehensive marketing strategies for organizations within the broadcasting industry. It also underscores my ability to create meaningful social impact by supporting individuals in need and preserving the legacy of broadcasting.
Through this initiative, I not only raised significant funds but also helped raise awareness about the vital work of both BFOA and LABF.
Susan Aksu Magarian 