How I Monetized the WDNA Website and Managed Its Renovation
September 7, 2025 by
Russell Otway
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Introduction: From Free Giveaways to Financial Sustainability
Public media thrives on trust, culture, and community. But behind the music and mission is a reality every station faces: you can’t sustain your work without revenue. At WDNA 88.9FM, we were giving away website posts as “value added” perks to advertisers and partners, at a time when we were in dire need of financial support.
That’s when I stepped in. As Senior Account Executive, I spearheaded the effort to monetize the WDNA website and later project managed a full website renovation that delivered ahead of schedule and under budget. The results were transformative: we went from undervaluing our digital real estate to building a modern, mobile-first, and monetized platform that strengthened our financial foundation and improved user experience.
In this blog, I’ll break down exactly how I monetized the WDNA website, how we modernized its design and User Experience UX, the role of Experience, Expertise, Authoritativeness, and Trustworthiness EEAT in rebuilding trust online, and why this experience is a model for public media organizations navigating digital transformation. And at the end, I’ll invite you to an exclusive webinar designed to help leaders in public media, nonprofits, and mission-driven organizations achieve the same results.
Why Monetization Was Critical for WDNA
The Cost of Value-Added Giveaways
Like many stations, WDNA had fallen into the habit of offering free website posts as value-added bonuses to sponsors. On paper, this seemed generous. In reality, it meant we were devaluing our digital assets, giving away prime real estate that could have been generating critical revenue during a time of financial strain.
Finding a Willing Partner in Ocean Bank
The turning point came when I secured a partnership with Ocean Bank. By positioning WDNA’s website as a credible, visible platform for brand alignment, I made the case that sponsorship wasn’t just advertising — it was cultural investment. Ocean Bank became one of our most important digital partners, providing a proof-of-concept that monetizing the WDNA website was not only possible but essential.
How I Monetized the WDNA Website
Developing a Sponsorship Strategy
To shift from giveaways to revenue, I developed structured digital sponsorship packages that aligned with WDNA’s mission. These included:
- Sponsored posts highlighting community impact.
- Digital ad placements with measurable ROI.
- Branded event promotions integrated into the website experience.
Building Sponsor Trust
Monetization only works when sponsors see value. I framed Ocean Bank’s investment around trust, alignment, and outcomes. They weren’t just supporting a station; they were supporting a cultural institution.
Moving Beyond Free Value
By introducing clear pricing structures and packages, we ended the cycle of “free” digital perks. Instead, the WDNA website became a financial engine that contributed to the station’s bottom line.
How I Project Managed the Website Renovation
By 2024, it became clear that while monetization was working, the site itself needed serious improvement. Outdated layouts, clunky navigation, and poor mobile performance made it harder for sponsors and listeners alike to engage.
Identifying Core Challenges
- Non-responsive design: The site was difficult to use on mobile devices.
- Outdated layouts: The design didn’t reflect modern UX standards.
- Inefficient pledge pathways: Donating online was harder than it should be.
Setting Goals for Modernization
I defined clear, measurable goals for the renovation:
- Mobile-first responsive design to meet user expectations.
- Improved UX flow for sponsors, donors, and listeners.
- Streamlined pledge and donation forms for higher conversions.
Delivering Ahead of Schedule and On Budget
As project manager, I coordinated vendors, timelines, and stakeholders with precision. The renovation was delivered ahead of schedule and under budget, proving that modernization is possible even with limited resources.
Building EEAT into the WDNA Website
Modernization wasn’t just about design, it was about trust. We embedded EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) into every part of the project.
Experience
My background in public media sales and digital strategy informed every decision.
Expertise
We applied SEO, UX, and content strategy best practices to make the site both user-friendly and discoverable.
Authoritativeness
WDNA’s legacy as a jazz and Latin jazz authority was emphasized through curated content, event promotions, and cultural storytelling.
Trustworthiness
By making pledge and sponsor pathways transparent, clean, and secure, users gained confidence in engaging with the site.
Results of the Website Renovation
The response was overwhelmingly positive.
- Most users loved the site: They praised its modern look, ease of use, and mobile responsiveness.
- Metrics improved: Engagement times rose, pledge conversions increased, and sponsors saw higher visibility.
- A few non-converts remained: Their critiques were based on outdated methods and ignored the metrics.
The data was clear: the renovation worked.
Partnering with Michael G. Post-WDNA
When I left WDNA in January 2025, one of my first actions at Bold Copy Agency was to hire Michael G., the website and graphic designer who helped deliver the renovation.
Michael brings more than a decade of experience as a Creative Manager, Front-End Developer, and Marketing Director. He has designed and developed websites for organizations ranging from Recovery Unplugged to Delphi Behavioral Health Group, combining technical skills with creative design expertise.
Today, Michael leads design and web development projects at Bold Copy Agency. His ability to blend creativity with technical execution makes him an invaluable partner for clients who need websites that don’t just look good — they perform.
🔗 Learn more about Michael’s capabilities on our About Us page.
Lessons for Leaders in Public Media
My experience at WDNA offers several key takeaways for executives, directors, and entrepreneurs in public media and beyond:
- Stop giving digital assets away for free. Every page, post, and placement has value.
- Monetization and modernization go hand in hand. You can’t monetize outdated assets.
- Project management is about people. Success requires buy-in from sponsors, staff, and stakeholders.
- UX is trust. If your site isn’t mobile-first, user-friendly, and transparent, you lose credibility.
- Hire the right talent. Partnering with experts like Michael Gray ensures lasting results.
📖 Supporting resources:
Exclusive Invitation: Write to Engage Webinar
Want to see exactly how I turned free digital giveaways into revenue, modernized a public media website, and delivered results ahead of schedule?
👉 Join my upcoming webinar:
Write to Engage: Copywriting Secrets for Public Media.
In this live training, you’ll learn how to:
- Write copy that attracts sponsors, donors, and decision-makers.
- Adopt a video-first thought leadership strategy to grow trust and revenue.
- Transform your website and digital assets into engines of sustainability.
🎟️ Seats are limited — reserve your spot today.
Conclusion: Monetization + Modernization = Sustainability
How I monetized the WDNA website was about more than just money. It was about proving that public media can adapt, modernize, and thrive in the digital era. By combining strategic sponsorships with smart project management, we transformed WDNA’s website into a platform that built trust, generated revenue, and improved user experience.
Now, at Bold Copy Agency, we help organizations do the same. Whether you need a video-first thought leadership strategy for YouTube, a modernized website, or copy that converts, we’re here to help you grow.
📩 Contact Bold Copy Agency today to learn how we can monetize and modernize your digital brand assets — and join our webinar to see how it’s done.
Russell Otway is the driving force behind Bold Copy Agency, a bespoke content creation service specializing in the music industry. With over a decade of experience in copywriting and a deep passion for music, Russell has carved out a niche for himself as the go-to expert for artists, labels, and music professionals seeking to elevate their brand with compelling narratives.
Having worked with a broad spectrum of clients from up-and-coming musicians to established industry giants, Russell’s expertise lies in crafting narratives that resonate with audiences and amplify an artist’s presence in a crowded market. His work is characterized by a blend of creativity, industry insight, and a keen understanding of digital marketing trends, ensuring that his clients not only stand out but also achieve their marketing objectives.
A firm believer in the power of storytelling to connect and inspire, Russell continuously explores new and innovative ways to bring music stories to life. When he’s not weaving compelling artist biographies or dynamic press releases, he can be found sharing his insights at industry conferences or contributing to leading music and marketing publications. Russell’s mission with Bold Copy Agency is simple: to help music professionals tell their stories in the most impactful way possible, unlocking their full potential and propelling their careers to new heights.
