Public media organizations are under increasing pressure to do more with every fundraising campaign. Between funding uncertainty, shifting listener habits, and a crowded media environment, standing out, and staying connected, has never been more important.
For WYSO 91.3 FM, a respected NPR affiliate serving the Miami Valley, fundraising success depends on maintaining strong, ongoing relationships with its listeners. Membership support is central to the station's mission, which makes every donor touchpoint matter.
In 2025, Promotional Spring partnered with WYSO on two fundraising campaigns that demonstrated how traditional direct mail becomes significantly more effective when supported by a coordinated, multichannel approach. That approach was delivered through OmniMail, Promotional Spring's integrated program designed to extend a direct mail campaign into digital and social channels using the same audience, creative, and timing.
The first campaign we worked with WYSO on, took place mid-year under a unique set of circumstances. Promotional Spring did not produce or mail the direct mail piece, it was handled by another vendor. However, WYSO shared the mailing list with our team, allowing us to layer in selected OmniMail components.
Using creative that matched the mailed appeal, Promotional Spring added targeted digital and social follow-up tied directly to the same audience. Even without control over the printed mail, the campaign felt stronger than a traditional direct mail effort alone. Messaging stayed in front of donors longer, reinforcing the appeal beyond the mailbox.
The results were encouraging. WYSO saw improved engagement and response, enough to justify expanding the approach for its next major fundraising effort.
For WYSO's fall fundraising campaign, Promotional Spring handled the full execution, from direct mail production to a comprehensive OmniMail program. This allowed the campaign to function as a unified experience across multiple channels.
The strategy included:
Instead of relying on a single mail drop, donors encountered consistent, recognizable messaging across mail, email previews, social media, and online ads, before, during, and after the mail arrived.
According to Jackie Winfree, WYSO's Director of Membership, the results were immediate. The campaign performed so well that OmniMail effectively paid for itself within the first day. Overall donations exceeded expectations, making it one of WYSO's most successful fundraising campaigns to date.
While total revenue is critical, WYSO also evaluates long-term engagement. One key metric is the percentage of listeners who become members.
Historically, WYSO averaged roughly one member for every ten listeners. In 2025, that ratio improved to one in six, with a long-term goal of reaching one in five. While no single tactic can take full credit, Jackie sees the expanded visibility and consistent reinforcement provided by OmniMail as an important contributor.
Equally valuable was insight into campaign performance. Promotional Spring's dashboard made it easy to track delivery timing and engagement activity, and guidance from OmniMail specialist Jason George helped the WYSO team feel confident using the platform. During the fall campaign, WYSO saw a 5.7% engagement rate across the coordinated digital components, a strong result by any standard. While WYSO did not have comparable engagement metrics from prior years, the ability to measure this activity for the first time establishes a clear baseline, making future campaigns far more measurable and allowing year-over-year performance to be evaluated with confidence.
The result wasn't just stronger outcomes, it was greater confidence in the process.
Fundraising doesn't happen in a vacuum. Public media received heightened attention in 2025 due to congressional funding discussions, which may have influenced donor behavior. At the same time, last year's presidential election created a very different fundraising environment for comparison.
Even with those variables, one fact stands out: both WYSO campaigns that incorporated OmniMail set records.
As more data becomes available over time, year-to-year comparisons will become clearer. But early results already show the value of reinforcing direct mail with well-timed, well-matched digital touchpoints.
Direct mail remains one of the most trusted fundraising channels. OmniMail doesn't replace it, it strengthens it.
By extending mail into digital and social channels, organizations gain more impressions, better message timing, clearer insight into performance, and greater confidence in decision-making.
For WYSO, OmniMail helped turn a strong fundraising effort into a standout one. For Promotional Spring, it's another example of how thoughtful strategy, not just printing, can help organizations connect more meaningfully with the people who support them.
Want to see how OmniMail can transform your next campaign? Contact us today to learn more.
