WAY-FM’s pledge drive is over. I assume they reached their quota of Feed the Hungry pledges ($100) because the ad has now been removed from the front page of the website. Last week, I wrote critically about WAY-FM’s claim that a $100 donation to the station helped a child in South Sudan have food for a month. As far as I can determine, the children will get food no matter what WAY-FM donors do.
After I published my response to the Feed the Hungry radio promotion, I was contacted by an individual who did not want to named but who challenged my understanding of the facts. This person said that a donor at Feed the Hungry donated sufficient money to cover the promise of a month of food for each donation of $100 to WAY-FM for 1000 kids.* However, if WAY-FM listeners did not come through, the Feed the Hungry donor was under no obligation to donate the full amount (about $6000). Thus, if 900 donors gave $100, then the Feed the Hungry donor would only give $5400.
To me, I don’t know which is more troubling. WAY-FM promising something that isn’t happening, or a donor holding food hostage unless American Christians give $100 to a radio station.
Whether it is K-LOVE and a warm coat or WAY-FM and a month of food, I question this means of raising funds. Using cold and hungry children as bait to raise money is disturbing. I would like to see this end as a fund raising practice. Do cross promotion, but don’t make aid to a child contingent on guilt and manipulation.
Thus far, when I have asked questions about whether or not there is a real donor behind either coats or food for a month, I get silence from K-LOVE, Operation Warm, WAY-FM and Feed the Hungry. Sometimes when the programs are described, the language gets tortured and odd. For instance according to this WAY-FM description, the food is given in the “honor” of the WAY-FM donor.
Thanks for your special investment to ensure WAY-FM’s critical year-end funding need is met. And with every $100 you invest in WAY-FM, ministry partner Feed The Hungry will provide a month of food this Christmas season to a child fleeing war-torn South Sudan. Multiples of $100 count too. Your gift of $200 feeds 2 refugee children, and your $500 covers 5 children. 100% of your investment stays with WAY-FM, as Feed The Hungry makes these meals possible in your honor!
How does giving to a radio station warrant a donor being honored for what Feed the Hungry does? Somehow I get to feel special for what someone does? This language is very similar to the K-LOVE/Operation Warm coat promo. Operation Warm’s spokesman told me the coats are given to cold kids in honor of K-LOVE donors who give $40/month.
How Can This Stop?
Donors will have to speak up. I have raised these concerns to both K-LOVE and WAY-FM and they have done nothing. Apparently, it works too well. Christian music artists haven’t spoken up as far as I can tell but they should.
I have spoken to several industry insiders who acknowledge the scandalous deception but are afraid to speak up because of the market power of the big three networks. To say something would compromise their livelihood. I get that.
In addition to voting with our dollars, donors are going to have to speak out for this to change. And donors should stop making contingent challenges.** Just give cheerfully and let your yes be yes.
Still not convinced? Here is another suggestion for those who want to support a radio station and give money to the needy.
Do both.
Let’s take WAY-FM and Feed the Hungry as an example.
You could give $40 to WAY-FM and $60 to Feed the Hungry. You would be helping the station and feeding 10 hungry kids for a month. See how that works?
Personally, I don’t like the deception so I give elsewhere. However, if you aren’t convinced these groups being deceptive, consider another way. Radio executives might have to take a pay freeze but more coats and food will be given.
*According to Feed the Hungry’s website, it takes $6 to feed a refugee child for a month. WAY-FM sent this email announcing the goal to supporters:
There’s still time to help reach your WAY-FM’s $100,000 Pledge Drive Launch Goal and realize the dream of feeding 1,000 hungry refugee kids this Christmas season.
Your gift by midnight tonight will help give your WAY-FM a solid start to the Year-End Pledge Drive – so that together, we can impact even more people who desperately need the hope of Jesus in 2017!
And remember, with your investment of $100 or more, WAY-FM’s ministry partner, Feed The Hungry, will provide a month’s worth of lifesaving meals to a child fleeing war-torn South Sudan.
So I’m praying you’ll invest generously now to encourage listeners and help feed 1,000 hungry kids this Christmas season!
**I do think challenging groups to participate is fine, e.g., I gave $100, now I challenge all guitar players to give at least $100 to the food bank. According to this WAY-FM description, the food is given in “the honor” of the WAY-FM donor.
Thanks for your special investment to ensure WAY-FM’s critical year-end funding need is met. And with every $100 you invest in WAY-FM, ministry partner Feed The Hungry will provide a month of food this Christmas season to a child fleeing war-torn South Sudan. Multiples of $100 count too. Your gift of $200 feeds 2 refugee children, and your $500 covers 5 children. 100% of your investment stays with WAY-FM, as Feed The Hungry makes these meals possible in your honor!