Summer time Nights, our in style occasion collection, is our purest type of neighborhood constructing and attracts probably the most various viewers throughout age, race, and neighborhood. We companion with iconic LA cultural hotspots to open their doorways late and throw free dance events that includes our KCRW DJs.
Every occasion has its personal distinctive taste, like vibing underneath the tree-lined laser present at Descanso Gardens, raging with confetti poppers and lion dancers in historic Chinatown, or dancing to cumbia at LA Plaza de Cultura y Artes. I’ve seen individuals shimmy by artwork reveals, infants dancing with huge headphones, a complete crowd chanting Kendrick Lamar’s “Not Like Us,” a number of first dates, a proposal, and a pair canoodling too near our merch tent. Everyone seems to be welcome. If that isn’t a public service, I don’t know what’s.
In 2023, we had over 100,000 RSVPs to our occasions, which incorporates our different free signature occasions like PieFest & Contest (sure, a complete pageant devoted to pie). This 12 months we’re on tempo to achieve over 100,000 RSVPs for the Summer time Nights collection alone. These are 100,000 electronic mail addresses that we observe up with to maintain the dialog going.
Membership: Textual content for the hookup
There’s a bizarre factor that occurs when individuals develop into donors. Abruptly, we get all institutional and transactional. Why can we cease being human after we hand them their thank-you tote bag? Why can we solely have interaction when it’s time to ask for cash once more?
We’re piloting a member-only texting service as a brand new approach to constantly have interaction with our members and improve consciousness of our member program and advantages. Figuring out how annoying texts are, particularly from manufacturers (or political events), we deal with it otherwise.
First, no asking for cash. Second, be your self. In our case, Nick, our member engagement supervisor, must be himself. He has the member hookups. Free tickets to an upcoming live performance. An unique observe from a KCRW music efficiency only for members. First-to-know invitations to a member-only celebration that will attain capability inside minutes. No have to be sales-y once you might be probably the most thrilling textual content message they obtain that day.
We at present have over 2,000 members who obtain texts from Nick (and different pleasant people from his group). Now we have a 99.94% retention price for individuals who obtain texts. Conclusion: in case you textual content with us, you stick with us.
All through all of this, you could have a few of the following questions.
What about masking the intense stuff?
It’s a lot simpler to ship severe information in case you’ve already constructed a fond relationship. When the information is unfavorable, wouldn’t you need it to come back from a reassuring place that feels heat and acquainted?
What if we illicit cringe?
Don’t get caught up in what’s and isn’t humorous. Consider humor as a approach of being inviting. How do you welcome individuals in and make them really feel snug? If a specific taste of humor doesn’t really feel genuine, your viewers will discover. Cringe is when one thing feels pressured.
How do I get my boss to greenlight my humorous thought?
Use information as a lot as doable. Know that the general public radio viewers already trusts you. Shock them by appearing and sounding like an individual they’d wish to speak to.
Why does it matter?
The general public media’s mission has not modified. We’re right here to create a extra knowledgeable, extra engaged, extra socially cohesive society. We will’t do that if we let the load of the world’s drudgery bore individuals to apathy.
