WHIL’s most recent on-air capital campaigns didn’t bring in enough cash, so the area’s public radio station is again asking for help.

“The reality is none of them ever do and that’s (the same) for stations around the country,” said Mario Mazza, WHIL general manager. “With costs increasing, stations must come up with creative ways to raise funds.”

The station has turned to a direct mail campaign to help raise some of its nearly $600,000 annual operating budget. The cards, which are already arriving in mailboxes across the Gulf Coast, list 10 different needs the station has along with the cost of each.

Among them are funding needed for matching grants, the Classical Kids Saturday Series, the WHIL Live Concert Series and receivers for the station’s Radio Reading Service for the visually impaired, which broadcasts on a subchannel of the 91.3 FM frequency.

Mazza said, “This will supplement our pledge periods. The pledge drives are mature products.”

WHIL is actively exploring additional ways to raise money, and a few have already been pinpointed, such as an October auction.

“We’re looking at sweepstakes and events other stations use,” he said. “WHIL is also working to increase communications with listeners through newsletters and cards.”

The station is southwest Alabama’s home for National Public Radio, American Public Media and Public Radio International programming as well as a variety of local classical, jazz and eclectic shows.

WHIL officials hope to partner with area businesses, organizations and individuals as they further expand their public service role.

“We’re looking for meaningful partnerships,” Mazza said. That entails matching the station’s listeners with projects that might be near and dear to their hearts. Those are identified in a 40-page book kept at the station offices and studios on the campus of Spring Hill College in Mobile.

Mazza said, “There are a whole bunch of projects they can get involved with instead of just sending in their check and becoming members.”

One is the Kids Classical Instrument Petting Zoo, where children get a hands-on experience with violins, flutes, guitars and other musical instruments.

“We have a tremendous growth spurt ahead of us,” Mazza said. “The money we’re raising is going into our operating budget to continue, and expand. We’ve added NPR programming and that costs money. We want to do not only the job we’re supposed to do, but also a better job and that costs money.”

The station’s signal originates from a 100,000-watt transmitter located in the Spanish Fort area. The broadcasts are received in coastal communities from Mississippi to Florida.

Programming changes in recent months reflect what listeners have asked for. Another change evident to regular WHIL listeners is the disappearance of set financial goals during pledge drives.

Mazza said, “We don’t have goals, per se. It doesn’t necessarily mean that don’t we need to make X number of dollars per hour.”

The next on-air fund drive is scheduled to take place Oct. 13-21, Mazza said. He added, “We’re trying to do more than just doing the two fund-raisers per year. We’ll hopefully reduce the necessity of on-air fund drives to lessen the on-air time asking for money.”

He acknowledged, however, that a third such pitch might be necessary in July if other capital efforts come up short. Currently, WHIL has only one other on-air pledge drive, typically held in March.

Mazza said, “So much of the operating budget relies on the public. We think folks are generous to begin with. This (the direct mail campaign) is a way to support things that resonate with them.”

If you didn’t receive a card in the mail from WHIL, you can download one by logging on http://www.whil.org and clicking on the box labeled “WHIL Giving Opportunities.” For more information, call (251) 380-4685 (office) or (251) 380-4691 (studio).