During a visit to a Sydney media agency this week, one of the girls working there mentioned to me that she thought FBi's 'Ask Richard' campaign was a failure.
When asked why, her reply was: “Well, Richard Branson didn’t give them the million dollars. And really, as if he was ever going to”.
It is true that Branson did not give FBi a million dollars. But he did provide some sh*t hot prizes to give away during their supporter drive, as well as the support of Virgin Management to ensure that FBi can eventually reach their million dollar goal. The campaign generated a huge amount of media exposure for FBi's situation and it got audiences involved. Plus, more importantly, when Branson called the station on Monday last week, he gave the FBi listeners and the young Sydney creatives something to think about… Only THEY (read YOU) can save the station. It simply isn’t up to a billionaire to pull a community organisation out of trouble. It is up to the community themselves!
FBi is now running a supporter drive off the back of their Ask Richard campaign, and it seems to be doing well. While listening to FBi over the weekend, there were a huge number of names being read out as new station supporters.
If Richard Branson, and the Ask Richard campaign, inspires even a small percentage of FBi listeners to sign up as supporters, or donate to the cause, then the campaign will have been a success.
In the words of Nick Cave: “FBi, one of Sydney’s only independent stations, a station that champions local music, arts and culture is crucial to the cultural fabric of the city. It must be saved.”
Don't be one of the thousands of FBi listeners who think someone else will save the station. Get in touch with FBi today, and pledge your support. With 219,000 listeners - it would only take $4.50 from each listener to get FBi to their million dollar target!
It is naive to measure this particular campaign on just one objective. While it would have been incredible to get the million, the more important objectives for FBi (in the long term) would have included media exposure, and an increase in supporters... and I'm pretty sure that you'll find 'Ask Richard' ticked both of those boxes.
ps. read what Sir Richard has to say about it on his blog here
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2 comments:
That is such a short sighted comment from your media luvvy friend.
I thought Branson's response was very insightful and motivating. But of course, it's up to the people of Sydney to demonstrate their passion for the station.
And they're doing their damndest!
k
Failed? What an idiot.
While FBi didn't manage to get a million dollars (it was a long shot (as Rich said, he gets asked all the time and it is a lot of money) you were successful in a number of different ways. Dot points might be easier;
- FBi forced there way on to the international stage. How many community radio stations do you know that have done that. When your antenna only allows you to broadcast as far as the Central Coast and the Blue mountains (is that about 120kms?) but you manage to get the attention of one of the worlds most famous entrepreneurs, you're not doing such a bad job.
- You managed to bring the wider issue of music and it's inherent value to a prominent place in the public sphere. There has been a lot of discussion in the music industry of late about the value of music; do punters still value it? what currency are they willing to exchange for it (money? time? etc etc). FBi isn't just asking you for your money, they're asking you what you think music/life in Sydney is actually worth.
- He's Richard Fucking Branson! Jesus Christ! He is a "Sir". He owns an airline! He signed the fucking Sex Pistols! And now he is a financial supporter of FBi!
Failure? Tell your friend he's an idiot.
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