WUOT (91.9 FM) is the National Public Radio member station in Knoxville, Tennessee. It may come as a surprise to WUOT’s many faithful listeners, that the station is broadcast from the heart of the University of Tennessee, Knoxville.
Brittany Fowler, the Senior Director of Stewardship and Donor Relations, has worked for UT for three years and was faced with a challenge: How to send thank yous to WUOT supporters and not leave them scratching their heads why the thank you was coming from the University of Tennessee, Knoxville.
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A staggering 40% of WUOT’s funding comes from donors. Before ThankView, these donors received a “Thank you for donating to University of Tennessee” letter or email, leaving many supporters confused. “The challenge was connecting the dots for the donors and thanking them in a meaningful way.”
In 2018, Brittany and her team decided decided to show the faces of the DJs. They recorded five messages from WUOT DJs--one recording for each campaign. What they required was a platform to deliver these videos in a way that’s intriguing, yet still recognizable and on brand.
Enter ThankView. As donors gave throughout the year, Brittany’s team was able to deliver their thank yous using a variety of DJ videos. This way, recipients received words of gratitude straight from the mouths of their favorite DJ. “It’s so great when you can show a radio listener the DJ they listen to. It’s like an unicorn!” Brittany added.
“This entire donor segment that we weren’t able to reach in a meaningful way, we’ve been not only just able to reach, but engage with them as well.”
UT’s goal was two-fold: it showed donors that the reason they were receiving thank you emails from UT Knoxville is because 91.9 fm WUOT operates from UT Knoxville. Secondly, UT’s main objective is always to express gratitude and let the donors know that their gifts are making an impact.
With ThankView, 91.9 fm WUOT and the University of Tennessee, Knoxville, fulfilled both of these goals.
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