My mom recently forwarded me an email from a critic of WFMT, Classical radio station 98.7 in Chicago. It was a nice response back regarding her feedback on his commentary of the inauguration. The note was only three sentences in all, but it was a personal note, written specifically to her, sent in a timely manner, to thank her for the feedback. She was so excited about the reply from him, she forwarded the email to several people.
Remember the 3-10 people rule? This is a wonderful example. My mother was so pleased, she told 3-10 people about the experience. If I ever respond to her, “That’s great, but I’m no longer in Chicago,” she follows up with “You can stream them live from the internet!” Talk about an advocate for WFMT.
WFMT is a prime example of an arts organization that is using audience development to the fullest. They build relationships with their audience base, one email at a time. They take the time to respond personally to their audience members, and they do benefit in return through loyal memberships and audience advocates for their station.
So the next time you don’t feel you have the time to respond personally to someone, think about doing it anyway. The time is well worth it when it comes to making your audience happy (and loyal)!
Until next time, may your audiences be happy and loyal ones, and if they are not, feel free to contact me!
Shoshana Fanizza is the founder of Audience Development Specialists. Her mission is to introduce organizations to their existing and potential audiences and to help them to form more rewarding relationships.
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