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VisABILITY's Public Radio BookShelfTM is an
exciting new collection of program-related editorial products,
enhanced for your membership exclusively by VisABILITY!
What do you mean "Enhanced?"
We work with the authors/producers and their publishers and
agents to add additional content or extra features to an item
they are already publishing and releasing to the regular retail
world. For example, we might add an exclusive audio CD as
a companion to a book, or a bonus disc added to an audio or
video product. Maybe we'll insert a custom, autographed
bookmark inside the book. In every case, this is extra material, not
available anywhere else -- except to your members!
Why do you do this?
We all know that some portion of your contributors give
because of the intrinsic value you provide. But we also know
that for a significant portion of your audience, an especially
attractive contributor incentive -- well-pitched -- will move
them to give, or renew, or make an additional gift.
Sometimes, editorial products (books, CDs, videos, etc.) make
great contributor incentives. But in the world of the the
internet, Amazon, and their discount brethren, it's also true that these have become
commodity items -- your listeners can easily find these books
and discs for far less than the cost of a membership, and
usually less than the suggested retail price.
Therefore, we enhance these products in order to help your
pitch stand out, and make your contributor incentives
be so attractive that your listeners will bypass the
discount options in favor of becoming a member of your station.
How do you do it?
We work directly with the public radio personalities, their
agents, and their publishers to brainstorm good ideas. Once we
figure out the best option, we make it happen: we either
commission new material, or reformat and re-define some existing
work, and then incorporate it into the product. For the finished
product, we shrinkwrap it all together so the enhancements don't
get separated, and your member gets a complete, unique product
not found in any retail or online store.
How many products are available in the Public Radio
BookShelf?
At any given time, a handful -- it's a constantly shifting
list. It depends on which books/discs are new to the
marketplace, which we feel will make good contributor
incentives, and how much promotion the program and/or publisher
is planning to put behind the product.
Right now, we're offering these
products:
Can you enhance any editorial
product?
No. We always have to work with a publisher in order to pull
this off. And frankly, many publishers just don't get it. They
can't seem to understand that, though the sales of their
products via VisABILITY to stations is a relatively small number
(compared to their overall sales), the promotion value is
priceless.
Sometimes, the marketing people at the publishing houses will
understand and appreciate what we're doing, but their own
internal bureaucracy makes it so difficult to work with them,
that we walk away -- even from some really great project ideas.
But, rest assured, we're always on the lookout for great
contributor incentives that will work to increase your
fundraising results. So keep an eye on the Public Radio
BookShelf -- we think it offers outstanding benefits for you and
your members! |
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