Last week, Terrie Carr, PD/MD/midday talent at Beasley Rocker WDHA/Morristown, NJ, detailed the community built around – and connections made because of – her and the station’s Rock ‘n’ Ruff program. Carr and the station bring shelters in to highlight their adoptable dogs on-air and online with mentions and videos, and they also hold a bunch of events to get listeners engaged in real-time with adoptable animals.
“Sponsors love to be associated with it,” Carr says, giving reasons to get involved that go beyond simply being part of a nice community-building campaign. She mentions that we’re coming up on Puptoberfest, which involves multiple in-person events with thousands of people. Puptoberfest is just one of a few sub-brands that she and WDHA have established around Rock ‘n’ Ruff, some of which feature station artists coming out and getting involved.
“Theory of a Deadman wanted to do an event with us. They raised just shy of $10,000 in a day for one of our shelters,” she says. “It was great because people were able to see where their money went – it costs money to feed, house, and treat these shelter dogs, so listeners got to see how we were using their donations.”
The station also puts together an annual dog calendar, which is sold to raise money for shelters and related charities. The pictures featured in each calendar are submitted by listeners, with their dogs judged live and in person during the WDHA Ultimate Rock Dogs Contest, which happens as part of Puptoberfest. “It’s a fun hang. We have a bunch of record label people who love to judge,” Carr says, calling out friends and ”celebrity judges” like Gary Jay and Dave Lombardi, who also help out with Rock ‘n’ Ruff during the year.
Having that label boost helps Carr with this kind of thing since it gets bands to come out to events. “We have a car dealership who’s into the program – they opened their doors for an event, and one of the label people brought a band by,” she says, adding that having a Rock artist helps draw out more listeners, which makes a sponsor’s involvement seem even more worth it to them. “It’s remarkable how many people come for the events – and Rock artists who ask about which dogs will come to an event if they’re showing up or performing.”
Asked how another station might spin up something similar, Carr says it’s essential you have someone who loves animals and feels passionately about the cause. “I love these animals… I put lip gloss on all of these dogs. If there’s a dog around, no one else in the room matters to me. People ask if I remember them, but I remember their dogs,” she admits. “You need to get together with credible shelters – make sure they are 501(c)3 organizations – and that everything is above-board with disclosures. The animals have to be vetted, tested, declawed if appropriate, all the things.”
Beyond that, it’s important to incorporate good partners. “You have to have people you trust and enjoy working with,” says TC. “Make sure you have great community partners who have great reputations.” Finally, your program champion has to believe in the program and be willing to “get their hands dirty,” as Carr puts it. “I donate a lot of time personally – I go out and host a lot of events and galas,” she says. “I never mind doing that because it’s part of the job, too. But you have to be authentic about it – that’s when people come to believe it.”
When Rock ‘n’ Ruff first started, Terrie had some difficulty – including saying goodbye to the dogs when they’d come to the studios, especially after hearing some of their stories. “I’d get really emotional,” she admits. “But I realize how much we help and how much we do. The dogs come in on Tuesdays, and it’s the best day of the week for me. The staff gets love, too. It’s just a great feeling to have those dogs around, and it changes the whole dynamic of the day.”
Carr continues to describe Rock ‘n’ Ruff as a win-win all around for her, WDHA, sponsors, artists who get involved, shelters, pet companies and more. “There’s definitely a brand loyalty that’s built in, and I’m very proud of what we’ve been able to accomplish,” she says. “We’re just trying to do as much locally as we can – it’s all about community.”
While she likes seeing other stations implement campaigns like Rock ‘n’ Ruff, WDHA definitely was the first, and it shows with how sticky and impactful the station is with a lot of its listeners. “I have people who call in from places like Florida or Wisconsin,” Carr says. “They stream us online, and they wanted to let us know they went to their local shelter and adopted a dog because we inspired them wherever they are.”
On a personal level, Terrie adopted her own dog, rescuing her from a situation involving a hoarder. “I just looked at her, and I knew,” Carr declares. “Rosie was scrappy. I was like, I have to have that puppy. She’s my constant companion; she’s the best. I couldn’t survive without her.”
See more at the Rock ‘n’ Ruff section on WDHA’s website.
Credit for photos: Joe Frazz Photography
A former air personality and industry journalist, Keith Berman worked at the late Radio & Records for several years, where he held a number of positions before being promoted to format editor. While at R&R, he also served as a writer and reporter, covering breaking news; authoring weekly columns, format roundups and features; and contributing heavily to Street Talk Daily. When R&R folded, he co-founded RAMP (Radio and Music Pros) and spent 3 years covering radio and record labels before taking a hiatus from the industry. His experiences also include time on-air at stations in Connecticut, Boston and Southern California. He can be reached at KeithBerman@gmail.com.
