Frequently Asked Questions

National Underwriting/Advertising Representation

What is a radio representative?

Just as consumers buy a toaster from a store, not from the manufacturer, national corporations and institutions usually place radio schedules through a radio representative firm.

National clients use a representative firm to make it easier and more cost-effective for their buying process. That's where Advocace comes in: representing listener-supported radio stations with national clients.

So how is Advocace National Representation different than our current underwriting efforts?

Advocace helps find regional and national underwriters to help support your station. We have brought scores of nationally and internationally known organizations to listener-supported radio stations, thus giving those stations more financial security.

Just like your local underwriting team, Advocace visits prospective national underwriters 'on their turf'. We meet them at their industry conventions, at their offices and at their advertising agencies. Advocace absorbs the cost of flights, hotels and all marketing expenses for presenting the benefits of listener-supported radio to prospective national underwriters.

National underwriting is a great idea, why don't we just do it ourselves?

To get a national underwriter's budget on your station, you first have to demonstrate national coverage--not just one or a few markets. Advocace works with select stations in key markets and radio networks to demonstrate national coverage. The power of presenting your station next to many of the largest stations in the country gives the group a formidable presence.

And that kind of presence is a requirement to compete with other organizations that want a piece of the budget. Competition abounds from for-profit radio groups, magazines, cable networks and direct mail. We work with each prospective national underwriter to plan their campaign--from product design to trade marketing to consumer marketing--just as the finest media outlets do. That is where we find ways to make sure your station and the prospect are good for each other.

There are thousands of potential underwriters, that is why working with Advocace is so easy. We take the costs of contacting all these potential underwriters and spread those costs over hundreds of radio stations, thus increasing each station’s income without hurting their bottom line.

Is dealing with a national representative like Advocace expensive?

Not at all. Advocace takes all the risk. You don't hire any staff or build any salaries into your budget. You don't pay for expensive hotels, airplane flights or sophisticated media planning software.

Its pretty simple:

Advocace develops the business support at no risk to you.
You broadcast the announcements--if they meet your approval--and send us a proof of performance.
We collect the amount due and forward a check to you, less a percentage to cover our work.

Will you make me change the way I do underwriting now?

Advocace will not make you change anything.

We want to make sure you keep your position in the marketplace. We certainly don’t want to change that--or the things that brought you to the place you own in the hearts of your audience.

We do have a management consulting divison that can help review industry best-practices with your team. We don't shove our thoughts down your throat so please let us know if you would like to talk more about best-practices.

What type of underwriters are you going to bring to my station?

Most of our underwriters share your station's world view:

Christian book publishing companies
Christian and family motion pictures
Christian and family home video
Christian colleges, universities and schools
Non-profit ministries
For-profit businesses that fit within the life of your listeners

Will the underwriter acknowledgement copy be suitable for a non-commercial radio station?

Yes. All Advocace announcements are reviewed by legal counsel that specializes in non-commercial underwriting. Review the Advocace Underwriting Compliance Procedure to see how we work to provide announcements that comport to Federal Communications Commissions and Internal Revenue Service guidance.

If we pay Advocace for acquiring the underwriting, we'll need to increase our rates, right?

Let's imagine that your development department has two business development representatives who work the community. Would underwriters expect that an underwriting announcement would be more if purchased through one of the representatives rather than the other?

National underwriters look at Advocace as an extension of your station's business development department. Underwriters expect that they will receive a 'fair deal' regardless who calls on them.

Successful station leaders tell us that they understand that 'differing weights' between local and national underwriters are not a good way to market a Christian formatted radio station. As a result, that is why our appointment agreement mentions that national underwriters will receive the same rates, plans and packages as your station's local underwriters.

You want me to sign an agreement. Why?

To represent your station's interests, Advocace must be appointed by the radio station.

The appointment agreement makes sure that we are all on the same page as to the services Advocace provides and compensation. It also sets up a way to resolve any concerns you might have so that we can enjoy peace together.

How much underwriting income can Advocace bring to my station?

Although the amount of underwriting varies from market to market, normally we see that 20% to 25% of the station's total underwriting comes from the national representative. Generally, stations in smaller markets see less and stations in larger markets see more.

Call Advocace and we will be happy to discuss the opportunity available with national underwriting for your station.

Several of our staff attended a major donor seminar a while back, but I don't see a lot of traction. How would Advocace major donor representation be more productive?

Although training is vital, Advocace's experience shows that knowledge, gifting, time and focus are the critical components of a major donor initiative--and a successful program requires all four aspects.

Most major donor programs fail because a key staff member is great at accomplishing other substantial achievements so a leader assigns them to major donor work. Unfortunately, the staff member may still feel more comfortable in other disciplines than major donor work. In essence, the staff member's gifts may be better deployed at other work rather than major donor work.

Often, a staff member is strong at a specific position and receives added responsibility of major donor work. In essence, they split their time between two functions and, in our experience, the major donor work gets left behind.

Sometimes, a staff member receives the major donor assignment, but really enjoys and excells at other tasks. As a result, the staff member focuses their energy on high achievement in all areas, but the major donor work.

A successful major donor program requires knowledge, gifting, time and focus to succeed. Advocace provides all four:

Knowledgable representatives to train and coach your team members while they are at the office and in the field with prospective major donors
Gifted representatives to make major donor connections on your station's behalf or accompanied by key staff members
Representatives that spend time on the phone, in writing and in person with your major donors and prospects
Focused representatives who enjoy working with major donors

Advocace puts all four aspects to work for your station during a major donor engagement.

How long does it take for donors to respond from the beginning of your services to the receiving of funds?

Our experience shows that donors respond in as little as 4 weeks to 8 weeks.One note: major donor development is a long term development strategy.

The amount of time it takes varies depending on how much time senior leadership is involved in the process, the history of your organization, and other notable factors.

Can you guarantee a specific financial return?

Unfortunately, we can not make such a guarantee. The financial response from major donors depends on a number of factors that make such a guarantee impractical. Variables include: effectiveness of appeal and events, the funding climate, responsiveness of your staff and performance of your team.

Are there any other hidden costs other than the fees outlined in the proposal?

All fees and expenses are listed and outlined in&nbsp;a proposal from Advocace and in the final agreement for services. This includes the actual fees for services as well as reimbursement for typical expenses such as travel.

Optionally, some clients feel it is beneficial to add a wealth screening service which is available from several national vendors.