Project Overview
Our nonprofit needs a volunteer who can conduct a thorough audit of our social media channels, make recommendations for how we can better leverage this marketing channel for awareness and engagement, and shape a strategy for achieving those elevated goals.
During this project, a volunteer will study our social media channels and develop a turnkey social media marketing strategy that can be sustained by a diverse collection of radio programmers and other volunteers for a nonprofit, non-commercial educational radio station. We have a huge potential reach but an aging and diminished actual audience.
KPFK is Pacifica Foundation radio for Southern California and can be heard from Santa Barbara to San Diego, but between the pandemic and a failure to keep up with the transformation of the media landscape and environment, we are seriously underperforming our potential. We need to bring the station into the 21st century in terms of content provision and promotion via social media and multi-media on multiple interactive platforms that will create awareness and connect us with new listeners and new sources of engaging progressive and liberatory content. We need to plan the most effective use of social media to rebuild our audience and our impact and fulfillment of the Pacifica mission of helping resolve the causes of racial, ethnic, national, religious, and philosophical conflicts and seeking peace and justice.
We have over 200 volunteer programmers who, with guidance, could participate in a collaborative effort at social media promotion. As interim general manager, I have put together a technology task force, have engaged someone for a UX evaluation and redesign of our website, and am putting together a social media coordination and promotion team. We have support from local paid and volunteer IT, programming, production, engineering, and membership staff, as well as Pacifica national technical staff who have participated in previous moves and build-outs of other Foundation radio stations in Houston and DC. With expertise and guidance on how to structure and implement an ongoing social media promotion campaign, we can define and assign responsibilities to sustain the effort going forward. However, we need expertise in planning and developing a framework that can be sustained through primarily volunteer efforts going forward.
Nonprofit Overview
KPFK is a radio station sponsored by WPFW-FM Pacifica. The purpose of WPFW-FM Pacifica is to provide outlets for the creative skills and energies of the community, to contribute to a lasting understanding between individuals of all nations, races, creeds, and colors, and to promote the full distribution of public information. Programming on WPFW will principally be a mix of jazz, Third World music, news, and public affairs.
The airwaves at 89.3 will be an accessible media outlet for Blacks, Hispanics, cultural groups, women, seniors, youth, and other ethnic and non-traditional groups. WPFW programming will make the concept of community radio real by providing the local majority population with important and relevant education, information, and entertainment. Through its programming, the station will act as a networking agent for the community at large.
WPFW's air will be commercial-free and in conformance with Pacifica Foundation resolutions prohibiting commercial under- writing of programming.
Programming will lend itself to on-air listener participation, will strive to exemplify journalistic integrity, and will work toward being engaging and intellectually stimulating. Jazz, a major American art form that grows from the African-American experience, will be the major music programming. WPFW will act as archivist, educator, and entertainer on behalf of this underserved national cultural resource.
WPFW is dedicated to programming which reflects progressive social change and democracy. The station will continue and further a global, humanistic, and futuristic approach to news, public affairs, the creative arts, and cultural programming. Internally WPFW will work to upgrade the quality of work at all levels.
Our continued use of and high regard for volunteers will provide an opportunity for individual skill development in radio broadcast techniques and broadcast management. Volunteer opportunities will be available in most areas of program administration.