Charities

Radio Creates Demand. Digital Captures It. Part Two

Author: Annette Malave, SVP/Insights, RAB

Part Two: Measuring the Consumer Journey

Note: This is the second article in a two-part series exploring how radio and digital work together to build consumer trust and drive measurable business results.

In part one of this series, we explored why radio and digital work best as partners rather than competitors. Radio introduces consumers to a brand, while digital provides opportunities to learn more and engage when the time is right. Together, they create the repeated interactions that build familiarity and, ultimately, consumer confidence. The good news for today’s marketers is that this journey is becoming easier to understand.

Radio Creates Demand. Digital Captures It.

Author: Annette Malave, SVP/Insights, RAB

Part One: Why the Best Marketing Strategies Don’t Choose Between Radio and Digital

Note: This is the first article in a two-part series exploring how radio and digital work together to build consumer trust and drive measurable business results.

Consumers don’t think in terms of media channels. They simply respond to messages that capture their attention. They may hear about a business on the radio during their morning commute, search for it later that afternoon and make a purchase from their phone that evening. To the consumer, it is one seamless experience. Yet marketers often evaluate each step independently, making it appear as though radio and digital are competing when, in reality, they are working together.

Cause Marketing on Radio: What’s Working Best

Contributor: Rick Kestenbaum, general manager, AnalyticOwl

Connecting with individuals via media can be difficult. You need to engage with them personally and emotionally. It is a challenge that charitable organizations often struggle with trying to deliver their message to a mass audience.

2024 – A Look Back

Author: Annette Malave, SVP/Insights, RAB

During this time of year, we all try to find some time to take a breath and look back at the events of the year. Some will make you laugh, while others may make you cry.

How Talent “Ambassadors” Facilitate Charitable Initiatives and Sponsorships

Digging Into Children’s Miracle Network Hospitals’ Partnerships with Stations, Local Children’s Hospitals, and Businesses

Contributor: Fred Jacobs, President and Founder, Jacobs Media Strategies

For more than four decades, Children’s Miracle Network Hospitals has been focused on raising money for local children’s hospitals in communities throughout the U.S. and Canada. Broadcast radio has played an integral role in these fundraising efforts, as stations in hundreds of communities have showcased their local impact and influence through partnerships with children’s hospitals and area advertisers. With the mission to change kids’ health, CMN Hospitals has helped raise more than $9 billion for 170 children’s hospitals.

Radio’s Impact: Championing Children’s Health and Building Transformative Business Partnerships

Contributor: Fleur Voruz, Senior Director/Media, Children’s Miracle Network Hospitals

Through purposeful partnerships, radio stations uniquely position themselves as champions by raising funds and awareness for critical needs in their local communities. These collaborations not only elevate positive listener sentiment, but they also drive employee engagement and business value for the radio station and its sponsors.

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