On a Wing and a Prayer

“Each station was selected based on audience delivery of our primary target audience — females 25-54,” he explains. “A broad target, but it’s clearly loaded with decision-makers when it comes to charitable giving. Broadcast is also our medium for reaching a younger target.”

UGM ventured into television, as well. And even though that test had a “soft benefit of increasing awareness” for the mission, Carpenter says the amount of revenue generated was disappointing, producing only about 50 percent of the amount needed to break even.