This Friday (March 25), several Milwaukee radio groups will come together for a citywide relief effort for the people of Ukraine. The one-day “MKE for Ukraine” fundraiser brings together iHeartMedia, Good Karma Brands, Bustos Media, the Milwaukee Radio Alliance and WYMS, along with other media and theater groups in the city. The coalition was formed by radio marketing veteran Natalie DiPietro, who currently serves as vice president of marketing and development at online destination OnMilwaukee.
“Watching the news night after night and seeing Polish women leaving strollers at the train station for Ukrainian families to have when they arrive crushed me. I knew OnMilwaukee.com had to do something,” DiPeitro told the president from Jacobs Media, Fred Jacobs, who interviewed his blog’s marketing manager: “I went to see our COO, Carolynn Buser, with the idea of doing a one-day online fundraiser. She liked that. I called her twelve hours later and told her I wanted it publicized in Milwaukee. We had left for the races.
DiPietro relied on her contacts in the market to garner attendance. “Having friends, acquaintances and former bosses in this market, I started with them,” she said. “If I didn’t know someone, I asked someone else for an introduction.”
As Milwaukee radio stations compete for ratings and revenue, many townspeople saw the cause as a reason to join forces. DiPietro knows this may not be true for all markets, but understands the power of radio in local communities and the nonprofits it supports.
“Radio has always been extremely supportive of nonprofits, whether it’s St. Jude, Make-A-Wish, Feeding America, Children’s Miracle Network Hospitals, MusicCares, or local organizations,” says- she. “I certainly understand the ratings wars, so if the media can’t get together, that’s okay. I know they will continue to support organizations in need and do good in their communities.
That doesn’t mean stations in other parts of the country shouldn’t try.
“We’ve all been doing this long enough to know the players from other stations. “Ninety-nine percent of the work on MKE for Ukraine was done via email,” she explains. “I didn’t even speak to anyone in person at UNICEF. All emails. Plant seeds with your media friends, secure the nonprofit organization and run with it.
See the full blog post HERE.