Despite shortened attention spans and major cuts to newsroom budgets, there is one type of media that has grown rapidly in the past year: podcasts. As of April 2019, there are 700,000 podcasts on iTunes and 29 million episodes. Plus, Spotify recently broke into the podcast game, introducing a whole new—and younger—audience to podcasting. More than half of U.S. residents age 12 and up have listened to a podcast, according to Edison Research’s The Infinite Dial 2019. Eighty percent listen to all or most of each episode and listen to an average of seven episodes per week. Forty-five percent of podcast listeners have an annual household income over $75,000; which is 10 percent more than the general population.
So what does this mean for nonprofit public relations professionals?
With 700,000 podcasts and counting, there are many opportunities to use podcasts to spread the message of your nonprofit organization. There are tons of niche podcasts that may specifically cover the issues your nonprofit is tackling, such as education, health, hunger, arts, crime, and more. Because listeners are sticking around to hear most of the episode, you’ll be reaching a highly engaged audience that really cares about the topics being discussed. Since podcast listeners are affluent and have a higher average income than the general population, you will be reaching potential donors. The longer format of podcasts also gives you more time to really delve into the issues with the host compared to traditional radio or TV interviews, which only last a few minutes at best.
Tips for successfully leveraging podcasts for your organization:
- Find the right podcast for your nonprofit organization. This may take some Googling and keyword searching on iTunes or Spotify to see what the ratings, rankings, and reviews are. Plus, check out the website for the podcast to research the host and past guests.
- Develop a pitch that positions your nonprofit’s CEO as a leader and expert in the field and demonstrates why he or she would be a good guest on that particular podcast.
- Prepare for your interview by listening to a few episodes of the podcast to see what the format will be and what types of questions you may be asked.
- Leverage your podcast placement by sharing the episode across your social media channels, on your website, in your e-newsletter and in donor communications.
- Track traffic to your website, donations, membership sign ups, or event registrations after the episode airs to see if the podcast prompted listeners to support your organization.
You can also prepare for your podcast interview by enrolling in our nonprofit CEO training. Happy podcasting!
Check out the infographic below for more stats on the growth of podcasts.
