Online Registration Delivers Results: A Case Study on Building an Email File

KUT Public Radio, an NPR affiliate, re-launched its Web site and Internet marketing efforts in March 2001. The organization had three primary goals: 1) connect online with its listeners to enhance relationships; 2) reduce communication costs by moving its paper newsletter online; and 3) raise more money online.

When the site launched, one of the challenges facing the organization was the lack of email addresses for its constituency. In order to switch to the less expensive option of an email-based newsletter, the station needed the email addresses for current newsletter subscribers. The station also wanted to be able to reach its audience for campaign solicitations through email. So KUT embarked on a series of initiatives with the primary objective of capturing constituent email addresses.    

Online polls
KUT used its Web site to conduct a poll pertaining to the upcoming launch of the station's news department.  All visitors to the Web site were able to participate in the online poll; however, in order for supporters to view the results of the poll, the station required constituents to enter their email addresses. The station promoted the poll in daily broadcasts. In the first 10 days, more than 150 people participated in the survey. In the first month, that number jumped to 375. By the 50th day, there were 473 participants. During that time period, the station increased the number of registered users at its site by 68 percent.

Online newsletter sign-up
KUT promoted sign-up for an online version of its newsletter. Within five days, 100 people had registered. In addition to promoting online sign-up for the newsletter in its own right, the station also included a newsletter sign-up pitch in conjunction with a regularly scheduled pledge drive. 

Summary of results
KUT had made previous attempts to gather email addresses to add to its house file.  Initially, the station had asked supporters for their email addresses, which many were reluctant to provide. However, once the station asked constituents, "Would you like to receive our email newsletter?"  95 percent answered yes and gave their email addresses.

Online registration through polls and newsletter sign-ups were key tactics that KUT used to attract new supporters to the organization. Also, anyone who donated online was asked to provide an email address that went into the station's house file. 

In just 10 months, KUT grew the station's email file from a handful to 6,800 addresses.  During the station's Fall pledge drive alone, KUT added 800-plus registered online users by driving supporters to the Web site through on-air promotion; not coincidentally, KUT raised 20 percent more than its goal in 20 percent less time than in the past. In total, the station raised $89,000 online, which accounted for 16 percent of total funds raised.  KUT also has virtually eliminated its paper newsletter in favor of an online version, saving approximately $80,000 per year in printing and mailing costs.