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3 Ways Nonprofits Use Podchaser Pro

Fundraising is always the most difficult part of running a nonprofit, and one revenue stream many nonprofits overlook is podcasts. It may not be immediately apparent how your organization can use a free audio entertainment medium to raise funds, but podcasts have proven to be profitable

In addition, podcasts are evergreen. With nonprofits, fundraising is seasonal or event based. Podcasts can entice new or previous donors to contribute, hear new stories, and open their hearts and wallets – at all times of the year.

There are three main methods nonprofits can use to benefit from podcasting:

  1. Buy advertisements on podcasts
  2. Create a branded podcast
  3. Book internal thought leaders as podcast guests

In this article, we’ll discuss how easy it is to do each of these with Podchaser Pro. But first, what is Podchaser Pro?


Table of Contents


What is Podchaser Pro?

podchaser pro

Podchaser is the world’s most comprehensive podcast database, and Podchaser Pro unlocks access to truly one-of-a-kind podcast data. With Podchaser Pro, you’re just a few clicks away from knowing almost every podcast’s contact information, sponsor history, reach, Power Score™(cross-platform popularity), demographics, and more

Request a free demo to see why Forbes called Podchaser Pro, “an incredibly useful tool for podcast marketing or booking guests or promoting to media or for research and development.”


1) Buy Advertisements on Podcasts

The podcast advertising industry is growing because it’s effective. Last year, podcast advertisers spent a total of $1.33 billion, with that number expected to grow to $1.74 billion by the end of this year, and to $6 billion by 2026. 

As a nonprofit, your advertising budget is most likely tight. Luckily, podcast ads are an extremely cost effective way to reach a national audience, especially compared to syndicated radio or television. We’ve written a whole article diving deep into podcast ad rates, but the short version is that they cost $10-30 per one thousand listeners. A similar 30-second radio ad can cost hundreds of dollars, depending on the market.

To advertise your nonprofit on podcasts, you need to find podcasts that are the perfect fit. Podchaser Pro is built to help you target niches with extensive data on podcast genres, listener demographics, and popularity. Here’s how to utilize Podchaser Pro to get started advertising on podcasts:

Topic

Most podcast databases only have around a dozen categories, which is only the tip of the iceberg of podcast genres. Podchaser features over 100 categories you can filter at the start of your search. With this simple feature, you’re already finding more quality podcasts than you would with other podcast directories or Google rabbit holes, and we’ve barely scratched the surface of what Podchaser Pro can do.

Listener Demographics

Once you’ve done this top level targeting, it’s time to get specific – and this is where Podchaser Pro really shines. 

Before Pro, you had to guess the demographics of a podcast based on face value. If you were researching a men’s fitness podcast, you assumed the show’s audience was mostly men, who maybe skewed younger. 

With Pro you no longer have to guess. Pro users can access exclusive audience insights, unlike anything else in the industry. Podchaser Pro makes it easy to understand each podcast’s audience with detailed breakdowns of demographic and psychographic affinities like age, gender skew, and income. Analyzing podcast demographics has never been easier than it is with Podchaser Pro.

Popularity

Of course, you not only want to know the type of audience, but the size of the audience. We’ve got you covered there too. Each podcast’s Insights tab gives you instant access to estimated monthly listener data, as well as our proprietary metric for podcast popularity, Power Score™.

To calculate a podcast’s Power Score, we’ve combined over 30 unique data points including audience size, subscribers, play through rates, and cross-platform influence over time. A podcast’s Power Score ranges between 1-100, 100 being the most influential. 

For the first time in podcasting history, you can understand a podcast compared to its competitors with a mere glance.


2) Create a Branded Podcast

Branded podcasts are podcasts owned and produced by a specific organization. Beyond that, branded podcasts can be anything. As a nonprofit, your branded podcast gives you the perfect platform to share your message by interviewing advocates for your cause, tell stories from the frontlines, and share news updates from your organization.

Your focus should be creating entertaining and informative content instead of directly soliciting donations every episode. Only when you focus on content quality can you take advantage of the benefits of branded podcasts, which are:

  • Brand awareness
  • Brand engagement
  • Builds authority
  • Niche content

To read more about the benefits of branded podcasts, read our ultimate guide.

Market Research for Branded Podcasts

The first step of starting a branded podcast is to perform market research. You need to avoid oversaturated topics and find a unique angle within your nonprofit’s niche. This is where Podchaser Pro comes in.

In addition to researching popularity, listener demographics, and category (which we covered in the last section), Podchaser provides more exclusive insights into your competitors.

First is Sponsor History. On many of the top podcasts, Podchaser Pro details which companies have sponsored this podcast recently, the dates of those advertisements, and how many times they’ve worked with the podcast. We even estimate how much it costs for a pre-roll, mid-roll, and post-roll ad on that podcast.

Second is Alerts. Podchaser’s Alerts allow you to receive an email alert every time your search phrase is mentioned on a podcast episode. Meaning you can monitor podcast mentions of your own nonprofit as well as your competitors. Your first Alert is free, then contact us for more.

And to round off your research, each podcast page has links to the podcast’s social media pages, so you can understand the content they are posting, their follower count, and their audience engagement.

Every podcast’s Insight tab is your go-to for unmatched podcast data. Gain access to sponsor history, ad cost estimates, chart rankings, social media pages, and more — under one roof. 


3) Book Your Nonprofit’s Thought Leaders As Podcast Guests

Booking your nonprofit’s thought leaders as podcast guests gives yet another avenue to share your message. In interviews they will be able to go beyond the soundbite of a traditional advertisement and explain the accomplishments of your nonprofit in a longform interview. Just by booking your thought leaders on their show, the host has given their implicit endorsement of your nonprofit to their audience.

We’ve thoroughly covered how to find the perfect shows to guest on with Podchaser Pro, so let’s focus on the next step – finding contact information so you can reach out.

Before Podchaser Pro, finding podcast contact information was a nightmare. Trying to contact a show led you on a labyrinthian journey through Google just to find a single email address – which often ended up being a generic email for the whole organization. Podchaser Pro provides verified contact information for virtually every collaborator on a show, including hosts, producers, editors, and more.

The only downside of guest placement used to be the amount of work it took. But with Podchaser Pro’s verified contact information, our clients save dozens of stressful hours scouring the web for any scrap of information. Now, with just a few clicks you have everything you need to get your thought leaders booked on a podcast.


Other Ways Nonprofits Can Use Podchaser Pro

What we’ve highlighted is only a few ways to use Podchaser Pro. There are several other tools that nonprofits can take advantage of. 


Here’s the full list of Podchaser Pro features for nonprofits:

  • Access to the world’s largest podcast database
  • Podcast reach data (per episode and month)
  • Verified contact information
  • Power Score
  • Alerts
  • Sponsor History
  • Estimated Cost of Advertisements
  • Demographic data
  • Apple and Spotify Chart Positions
  • Exclusive Search Filters (has guests, gender skew, listener age, listener location)
  • Social media handles and analytics
  • Podcast metadata

Other Podchaser Products For Nonprofits

Podchaser Connect – Podchaser Connect is a full-service podcast guest placement service. Skip the hard work and let our team of experts handle discovery, pitching, follow-ups, and scheduling.

Podchaser API –  Built specifically to drive discovery for listeners, podcasters, and brands: Podchaser API unlocks our world-class database for your software development. Start for free right now to gain access to Podchaser’s user reviews, popularity charts, search tools, podcast credits, podcast reach, demographic information, verified contacts, and more!