Positive Media: The power of an integrated, omni-channel appeal
When the Audience Tuned Out
Positive Media, 89.9 TheLight, a community radio station, exists to bring uplifting, hope-filled content to families, older generations, and commuters looking for a positive alternative on air.
To keep their station running, they rely on on-air fundraising appeals. But something was changing—listeners were switching off during appeals, and as commuting habits shifted, fewer people were tuning in.
They knew they needed to future-proof their fundraising by diversifying beyond radio. With more of their audience spending time online, digital was the next frontier. But there was a challenge: how do you take storytelling and fundraising appeals built for audio and turn them into a digital-first strategy?
Bringing to life the magic of on-air fundraising onto digital
Positive Media needed a way to bring the heart of their on-air appeals into the digital world—without losing the connection that made them so powerful.
ntegrity worked with them to create a Digital Fundraising Strategy designed to amplify their results. A key recommendation? Running fully integrated appeals across radio, direct mail, email, and digital for Christmas and Tax Time.
For EOFY 2023, we developed a cross-channel concept: "TheLight and YOU." The message was simple but powerful—TheLight isn’t just a radio station. It’s a community whose listeners, donors, staff, and volunteers all play a role in keeping it shining.
The creative put donors at the center — calling out their names, showing them alongside beloved hosts Lucy & Kel, and highlighting the impact their donations make for those in need.
On the digital side, our media strategy worked hand-in-hand with the on-air appeals. We increased ad spend during live fundraising moments to maximise visibility, ensuring digital complemented every on-air effort. And for the first time, fundraising continued right up until June 30—a critical giving moment Positive Media had never fully leveraged before.
A Conservation Win: Protecting the Painted Desert
The campaign exceeded expectations, raising $7.4 million across channels, with ntegrity supporting the paid digital channels. Not only were Bush Heritage able to cover the cost of the property, but they also secured funding for its ongoing conservation efforts. This means the Painted Desert, with its unique ecosystems and heritage, will remain protected and thriving for generations to come.
This campaign exceeded all previous Bush Heritage records, resonated strongly with the public and our donors, and secured a vast landscape that will now be protected and cared for into the future.
TheLight and YOU goes digital, for good
The campaign didn’t just meet expectations—it shattered them. Digital fundraising outperformed projections by 239%, driving a significant lift in overall campaign results.
This success proved the power of a fully integrated approach, leading Positive Media to make digital a core pillar of every future appeal.
And the impact? Three years on it’s still growing.
Results
Services USED
Campaign Strategy
Creative
Digital Campaigns
Media Management