KPBS elevated its 2024 Cartober campaign through a partnership with Hoehn Motors, a family-owned dealership in San Diego.
As a longtime KPBS underwriter, Hoehn Motors was a natural choice to sponsor their Cartober campaign. Sandra Alberts, KPBS' Membership Operations and Vehicle Donation Program Manager, explained, "Hoehn Motors extended their partnership by offering a $1,000 thank you voucher to all vehicle donors that donated a vehicle in October." This incentive provided a meaningful way to engage donors while showcasing Hoehn Motors' commitment to the community.
To maximize the campaign's reach, KPBS also leveraged a multi-faceted marketing strategy that included email campaigns, paid social media, podcast advertising, and radio and TV on-air promotions. This resulted in 104 completed donations and over $127,000 in revenue to the station.
Reflecting on the campaign, Alberts emphasized the importance of preparation. “2023 was our first year participating, and it was very last minute as we were transitioning to a new CRM.”
"For 2025, I advise stations and nonprofits to enter the campaign with strategies in place and allocate 2-3 months for pre-campaign preparation. Partnering with an organization to offer unique incentives can make a big difference."
Looking ahead, KPBS plans to build on this success by exploring additional innovative collaborations in future campaigns. By continuing to partner with community oriented businesses, the station aims to deepen its impact and strengthen ties with its audience.