Since becoming WPR’s director of membership director in 2005, Rebecca Dopart has upped membership revenue by 30 percent — from $5 million to $6.5 million — and increased the number of donors from 40,000 to almost 49,000. Since she assumed the additional title of director of corporate support two years ago, sales have risen nearly 30 percent, to around $1.8 million.
“She turned a team that suffered from low morale into one that has sold so many spots that their underwriting rates had to be increased and new avails created,” said Gordon Bayliss, v.p. of sales and marketing at WBFO-FM/WNED-FM/WNED-TV in Buffalo, N.Y., and PRADO’s immediate past president, in presenting the award. “She achieved those results by providing the team with training retreats, instituting new contact management software, creating a copy review team and a new media kit, and by simply applying her own can-do attitude and moral support of each team member.”
This is the 16th year for the PRADO award, which honors the station-based fundraising professional who has demonstrated excellence at his or her public radio station. Dopart received the award at the Public Media Development and Marketing Conference (PMDMC) July 13 in Seattle.