The following is suggested as an element for inclusion in the underwriting kit. It is a template that can be personalized in a matter of moments. In what is becoming a very impersonal society, extra touches like this go a long way in sealing the relationship with the client.

• The benefits of serving as an underwriter for KXXX are many.  Some are tangible.  Some are intangible...All are valuable.

 
• The following are among some of the rewards one might expect as the result of an association with public radio station KXXX. ( The number and extent of the options received are commensurate with the amount of the underwriting commitment.)

 
• Exposure for (COMPANY NAME IN CAPS. THROUGHOUT) in KXXX's program guide, THE GUIDE, in the form of a 1/4 (1/2, full) page ad.  THE GUIDE is currently circulated to more than listeners in the (name of city) area.

 
• Listings in THE GUIDE for ABC CORPORATION as one of KXXX's underwriters during the period of the underwriting contract.  (If you publish a program guide that includes individual daily program listings, the company could be identified in that section as well.)

 
• A feature article and photograph within THE GUIDE, introducing you and ABC CORPORATION to KXXX's supporters and explaining why you became involved with and support public radio.

 
• On-air underwriting credits identifying ABC CORPORATION as the sponsor of the particular program you choose to underwrite, thereby reaping significant exposure with KXXX's upscale audience.

 
• A handsome certificate of appreciation (preferably something made of permanent material so that stickers can be affixed for successive years) to display in your offices as testimony to ABC CORPORATION's community involvement.

 
• The benefit of the on-going image association for ABC CORPORATION with a public service entity that not only helps inform, educate and entertain, but also clearly improves the quality of life for listeners as corroborated by written and verbal testimonies by those individuals.  It is an association that has proven most beneficial in this respect for a number of years by such entities as Texaco.

 
• "Preferred treatment" for ABC CORPORATION, to include free admission and reserved seating for (number) at KXXX special events during the contract period.

 
• Corporations or individuals committing substantial amounts to KXXX will receive a plaque to be permanently affixed to the walls at the KXXX studios announcing ABC CORPORATION's valuable contribution to the growth and stability of public radio for (name of city) .

 
• An invitation to and recognition for ABC CORPORATION at an annual dinner and evening of entertainment honoring our underwriters and major investors.

Note:  One of the keys to the success of this document is its personalized nature.  Presenting your benefits in this manner is not only a strong amenity, it indicates you have given a great deal of thought and attention to the prospect's needs.  The suggested benefits for underwriters simply take on a great deal more significance when personalized with the corporation's name.

In addition, "stroking" doesn't stop with the initial contact.  It is a process that must be continuous and thorough in order to retain underwriters beyond the initial contract.  With limited staff, this is very difficult to achieve.  However, Board members can be assigned "X" number of underwriters to court throughout the year, an extension of development staff as it were. They can take your supporters to lunch at trade out restaurants periodically and generally offer amenities to those individuals.

In short, you can't thank your contributors too much.  Send premiums that are left over after a fund raiser with a letter of thanks for continued support; send copies of press releases regarding their program; clippings from local newspapers if they "make the News"; anything that keeps you in touch with your supporters.

It might seem there isn't enough time to do these things given the very hectic schedule of the development department.  A point to consider:  How long will it take to find another underwriter to replace the one that didn't renew...?