Lavun Community Radio

How Lavun Community Radio is Amplifying Local Voices

Lavun Community Radio began its journey in 2015, in the heart of Kutigi, Niger State, Nigeria. Created to bridge the information gap in the region, the station quickly became a lifeline for the local community – a source of community-centric news, entertainment and a platform for amplifying local voices. By 2022, its audience had grown to 2.2 million listeners, and its modest Facebook presence had attracted 1,400 followers. Yet, beneath this growth lay significant challenges that threatened its survival: dried revenue streams and financial instability, an almost complete breakdown in operational processes, staff only limited to a few straggling but passionate volunteers, limited audience engagement and a lack of diverse programming.

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Challenges and Opportunities

Relying heavily on donations, Lavun Community Radio struggled to sustain itself. The absence of diversified revenue sources and limited operational capacity left it vulnerable. For a community radio station in a developing region, theses hurdles are not uncommon, but they can be disruptive. Recognizing the urgent need for innovation, and growth, the station seized the opportunity for transformation through the Nigeria Media Innovation Program (NAMIP).

With the odds almost stacked against them as community radio station with regulatory limitations to their revenue sources, Lavun Community Radio still showed up ready to grow, all the while taking learnings from NAMIP’s capacity building initiatives and using those to develop inspiring and creative solutions to their myriad challenges all while focusing on the community around which the radio station is built. The NAMIP grant provided Lavun Community Radio the opportunity to focus on some of these solutions such as building staff capacity, enhancing content, engaging audiences, with the goal being ensuring financial sustainability.

Capacity Building: The station’s staff underwent comprehensive technical trainings in revenue generation strategies, digital journalism, investigative reporting, social media engagement. Leadership and management trainings for staff and board of the station also equipped the team to steer the media organization in the right direction.

Content Development: To resonate more deeply with its community, Lavun Radio introduced new programs like Community Voices, Health Matters and Youth Forum. These programs tackled critical local issues on education, health and agriculture, ensuring the content was diverse, relevant and impactful.

Audience Engagement: Recognizing the importance of digital platforms, the station which had, prior to this only provided content primarily via its radio broadcast, now developed a new social media strategy targeted at reaching community members who may not have access to radio. A fresh Facebook page was launched in early 2024 which saw 3,500% growth in four months. On WhatsApp, the station maintained an engaged community of active members fostering two-way communication and deeper connection with its listeners.

Sustainability: To strengthen its financial health, Lavun Radio diversified its income from donations. This was achieved through program sponsorships and retainerships, live studio sessions as well as offering paid content and announcements. Lavun Radio also celebrated the milestone of their decade-long existence with a fundraising event that raised over NGN24.45 million in pledges, NGN17,500,000 in cash, and valuable equipment donations. This event was a testament to effectiveness of community engagement strategies for media organisations.

Growth despite challenges

The results of these efforts were transformative. By the end of 2023, Lavun Radio’s annual revenue had grown by over 250% from N1.2million in 2022 to a modest but transformative N4.2million in 2023 with an additional 33% increase by mid-2024. The station gained an average of over 750,000 new listeners, growing its listenership from 2.2milion in 2022 to over 3 million, with new live radio programs such as skill acquisition lessons for women, educational quizzes and debates for students as well as Jolly Phoenix for pre-school students. The programs, combined with town hall events provided Lavun Radio the opportunity to reach new audiences while cementing its role as a credible information source in the community. Its social media also saw 300% increase in Facebook followers and sustained engagement on WhatsApp.

These achievements were bolstered by the strategic insights of the coaching NAMIP supported for Lavun. The coaching was instrumental in creating and executing a thorough fundraising strategy that led to a steady increase in revenue. Additionally, this played a vital role in establishing and nurturing relations with key stakeholders, securing sponsorships and retainerships that significantly contributed to the station’s revenue.

Coaching also played pivotal role in the development of tailored programs that address the community’s most pressing needs, including health, education and agriculture. This approach ensured that the station’s content directly aligned with the listeners’ needs.

The Road Ahead

Lavun Community Radio’s transformation is far from over. With a 3–5-year strategic plan, the station aims to extend its reach into underserved rural areas within its operational scope by upgrading its broadcasting equipment. They also have plans to strengthen its digital footprint by developing refined, engaging, valuable content on its WhatsApp and Facebook pages while experimenting with new revenue streams.

Investment in the professional development of staff remains a priority for the radio station. As broadcasting technology evolves, so too will the station’s investment in training, ensuring its team is equipped to deliver valuable and engaging content. New programs are also being developed with a focus on governance, and entrepreneurships.

The radio station will continue to focus on deepening its connection with the community, leveraging technology to expand its reach, and ensuring long-term financial stability. By prioritizing innovation, audience engagement, and staff development, Lavun Community Radio is poised to continue its mission of empowering local voices and bridging the information gap in Niger State, Nigeria. With a clear strategy for future growth and a committed team in place, Lavun Community Radio is on a path toward becoming a model of community-driven media in Nigeria and beyond.

Lavun Community Radio’s journey from 2015 to 2024 highlights the key roles that strategic interventions, financial support, and strong leadership play in the development of community media. The NAMIP grant, alongside the consultant’s guidance, transformed the station from a struggling one, to a vibrant media hub serving over 3 million listeners. Its ability to diversify revenue, engage its audience, and adapt to changing media landscapes has set a strong foundation for future success.