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RTRFM’s Radio Love Month is an annual giving-campaign held every May in which the radio station invites listeners to “show some love” by donating or subscribing, in order to support its 24/7 broadcasting and grassroots operations. As a not-for-profit, volunteer run station, RTRFM relies on listener support to cover a significant portion of its running costs, and Radio Love Month is one of the methods it highlights the relationship between the station and its audience.
During my internship at RTRFM, I would schedule and post multiple forms of social media content for Radio Love Month.
Instagram & Facebook
Majority of the posts made through Meta (Instagram and Facebook) were posts showcasing the partnerships done between RTRFM and their sponsored partners. The images would showcase the sponsored products in question (e.g. purchase [X] beer and a portion will be donated to RTRFM) or let followers know about upcoming events at partnered locations.
All images provided were given by RTRFM or the sponsors, all posts were consistent with the RTRFM social media style.
Each post generated a reach of 500 to 4,400 (the average being about ~2,000), with Instagram posts performing the best and story posts performing generally on the lower end.
Email Marketing
Radio Love Month had a few dedicated emails announcing its launch and halfway point, and had several mentions over weekly and monthly RTRFM email newsletters.
Average open rate for Radio Love Month emails ranged from 19-30% (which was average to above average of what RTRFM's email open rate is) and a click through rate of 3-5% (which was also around average numbers).
Radio Love Month - Extended
The video displayed was a video I edited on Capcut to be on TikTok and Instagram. It announced the extension of Radio Love Month.
RLM Extended.mp4Google Sites
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