Right now, podcasts are popping
There are more than 700,000 of them worldwide, over 29 million episodes and content in more than 100 languages.
Despite being around for some 15 years, it’s a medium that’s only recently enjoyed a renaissance thanks largely to smartphones, accessibility and the enormous popularity of Serial.
It seems nothing can stop their rise.
And no matter what your interest – whether you’re a flat-earther, a crime enthusiast, a folklore lover or birth specialist – you’ll find a podcast to suit your tastes.
The question is where do non-profits fall into this?
Quite easily, it seems.
There’s always a need for powerful narratives and gripping stories, more so because your audience is active, engaged and keen to take action. Let’s take a look at why your organisation should be thinking about podcasts.
Podcasts move with you
Smartphones are the number one medium for podcast consumption. That means two things: accessibility and flexibility.
Listeners can multi-task. They can learn how to boost their business while lounging at home. They can empathise with new mums while driving. They can get lost in a story about aliens while on the tram. Or working out. Or just walking around.
The point is, they can be doing anything and the podcast will follow them into their space.
What’s more, 80% will listen to an entire episode and 61% will take action after. It’s one of the best engagement rates, if not the best, among any consumption medium.
And it’s a golden opportunity for charities.
Think about the time and money spent perfecting a donor appeal for example – the concepts, design, words, printing, mailing – and the specific donors who receive it. You have no control over who reads it or if they’ll even open it. And you’re sending the same packs to the same people year after year.
But podcasts open you to an entirely new audience.
They’re captive and passionate. They’re listening because they choose to. They’re more likely to get to the end than someone reading a letter because they’re in the zone with zero distractions.
It’s content they’re interested in at a time that’s convenient for them.
Podcasts are emotional
Story telling is as old as time.
Before we had the ability to write, humans were master orators. Stories were passed from generation to generation through voice, gestures and expressions. It’s still hard-wired into our brains.
When you listen to a podcast, you get lost in the narrative.
That’s because sound adds colour, warmth and emotion in a way that words on a page cannot. You don’t just listen. You feel, hear, touch, taste. Your audience has actively sought you out. They identify with your community, your cause and your story.
Through such an intimate platform, they feel part of the conversation.
Podcasts attract the wealthy and educated
- Podcast listeners tripled over the past year to nearly 10 million listeners
- 40% will listen in the next 12 months
- Weekly podcast listeners spend just over six hours listening to podcasts
- New podcast listeners aged 18 to 54 increased by 52% compared to the previous year
Podcast listeners are 45% more likely to have a degree and 68% more likely to have a post-graduate degree. They’re also much more likely to be high net-worth individuals. Good news if your call to action is to donate!
The Good Space – podcasts for non-profits
The podcasting world is booming. For charities, it presents a unique opportunity to engage further with donors, improve retention and acquire new donors. But up until recently, nothing existed to help non-profits.
It’s why we created The Good Space, Australia’s first podcast production agency for the non-profit industry.
The Good Space connects Australian charities to a global audience by telling stories people actually want to hear. We are veteran fundraisers, writers and marketers, and we have the expert knowledge to build compelling narratives and craft shows in a way that hasn’t been done before.
We make the process easy and we do it all: research, interviews, script development, post production, hosting, marketing support and more.
If you’d like to chat about how podcasts can work with your fundraising strategies – how they can spark conversations, empower people to action and inspire a new generation to stand up and drive change – we’d love to hear from you.