The mission of WKAR Public Media is to connect people to powerful ideas that inspire personal growth, exploration of our world, and positive change. 

WKAR Public Media is part of Michigan State University Broadcasting Services, a division of MSU College of Communication Arts & Sciences. It includes WKAR-TV, WKAR Radio, WKAR.org, Radio Reading Service, WKAR Digital Studios, and WKAR Family. 

The Situation

WKAR, a dual-licensee public media group in Michigan, worked with Allegiance Group + Pursuant to use SMS Messaging as part of its Giving Tuesday campaign in 2024.

The Work

A peer-to-peer texting campaign featuring a popular incentive and matching gift was created as part of its Giving Tuesday. WKAR’s audiences were split into TV and radio groups. 

• The first text was targeted to radio listeners and deployed in the afternoon. It featured a goal of 300 donors and offered a WKAR hoodie as a gift for any donation of $120 or more.

• The second text was targeted to TV viewers and featured the same donor goal and hoodie as well as a $10,000 match offer. It was deployed about four hours after the radio text.

The Results

• A total of 8,483 messages were sent with a 99.88% success rate!
• The campaign generated a total of 66 texted gifts, representing 18% of WKAR’s Giving Tuesday goal.
• In all, the SMS campaign generated a total of $10,255 in revenue.
• The cost of the deployment was $2,200.