Cover Story: Food for Lucinia
"That [broadcasts] all through the year," Aloma says. "And that's what we determined the first year, which months to go heavier on. But there's never a month where there are no showings at all. Except [what] happened to us in November because of elections—television ads became so expensive in the fall, because of the election campaigns using up so much of the space, that we were not able to go on TV at that time."
Time of day didn't end up being as relevant as other factors, he says.
"What is more important is the type of programming that it follows," Aloma says. "And it's very difficult to pinpoint. … On Oxygen, you have these crime dramas and the program, sometimes, following that has done very well. And then, sometimes, following a more religious-type, family-type program, it has also done very well."
Food for the Poor values every viewer and every viewing, regardless of response. Because, Aloma says, "Sometimes, the second or third time they hear of us is when they decide, 'OK, it's time to answer. It's time to respond.' … Because, even for our regular donors, when they see a show on television, they may not give to that, but it touches their heart."
Hard at Work in June
"Right now, we're working on a new 58-minute program," Aloma says. "Because [Russ Reid says] that every three years we have to renew, because the audience may have seen that one numerous times already.
"As they're doing that, they're going to get out the two-minute program," Aloma continues. "It should be sometime towards the end of June/beginning of July that the new programs—both the two-minute and the new 58-minute—should be ready."
Simultaneously, Russ Reid is working with Food for the Poor to integrate all of its fundraising channels, he says.