by Meg Penfield Marker
Charities… what may mean a ride to the hospital for treatment of a disease for one, may mean a new electronic item or apparel for another.
As we approach a new ‘season’ in our Desert Cities, we must be mindful that we are also home to over 800 charities. Charities who rely on our involvement in one way or another… be it through advertising, donating, volunteering or working… to provide services for those who are less fortunate than ourselves, in need of help be it monetarily, for food, clothes, shelter, services, and many, many more requests.
We most often hear about upcoming events through the radio – historically, the formats provide sound results for building awareness and promoting events.
Radio, for example, donates an average of 100 hours per radio station, per year, in virtually ‘free’ airtime for charitable causes. A few past and upcoming examples, taken from RM Broadcasting who operates under her umbrella The Big 106.1 KPLM, 102.3 KJJZ, 99.5 The Heat and 95.9 Jack-fm include:
· Entering KPLM’s and KJJZ’s 15th year, with new additions The Heat and Jack-fm, each Sunday morning from 6 a.m. until 6:30, disc jockey’s ‘T.L.C’ and Ralph Squillace provide in depth interviews with local charities providing both insightful commentary and informative news on upcoming events. To date, over 150 causes have been spotlighted. Over 100 hours per year of airtime is donated for these shows;
· Country Music’s 106.1-fm is hosting their 14th annual Variety Club Charity for Children's ‘KPLM Cares For Kids Radiothon’ November 3rd and 4th. To date, over $1,000,000.00 here in the desert has been raised... money donated from the generous, compassionate listeners. The money raised here stays here to help our local kids. Charities such as Angel View; the Boys and Girls Clubs; the purchasing of the Sunshine Coaches which are the vans which are used to transport disabled children; transportation for children from public schools to the boys and girls clubs; the YMCA; the Candlelighters from Loma Linda who assist children receiving cancer treatment from the desert; ‘Bikes for Kids’ giveaway to needy, exemplar students; and dozens more each year. Two days worth of air-time is donated for this annual event;
· KJJZ’s morning disc jockey, Jim ‘Fitz’ Fitzgerald received the accolade ‘Citizen of the Year 2008’ for the City of Rancho Mirage, recognized by local, state and congressional members. This award was for his exemplar promotional and participatory presence with and for our Desert Cities charities. Over 100 hours of airtime was donated for various causes, concerts and special events.
* Pop culture icon and music legend Barry Manilow, together with the Manilow Fund for Health and Hope and the McCallum Theatre, will present "A Gift of Love," a five-night holiday concert series beginning on December 4, 2009 and continuing on December 5, 7, 8 and 9 will honor 25 local charities in Palm Springs, the singer's hometown - each night benefiting twenty five charities in all.1 KJJZ will donate live, daily PSA's to promote this event, as well as morning show host Fitz, who is also Manilow's co-chairman for this special event.
Radio’s support for charities is tremendous. RM Broadcasting’s statistics represent about 20% of the local market… there are 21 radio stations in the Coachella Valley… the impact is far greater.2
Charity, radio and entertainment have not only a historical bond, but also a bond that is inseparable for the impact and success which the charities require for sustained growth.
2Radio’s charitable statistics for Southern California in 2008 are as follows (courtesy of the California Broadcasters Association):
Total donated (airtime, disaster relief and hard contributions): $696,253,624.00
Charitable contributions: $134,879,676
Disaster relief: $68,343,491
Donated airtime: $493,030,457
Average PSA’s aired per week: 162
