Over the last decade, WVIA in Scranton, Pennsylvania, has produced a popular documentary series called Our Town. The member station serves a broad, diverse coverage area of 22 counties in northeastern Pennsylvania and the central Susquehanna Valley. For Our Town, residents of communities like Carbondale, Danville or Milford compile video footage and narration as a way to capture the life and character of the town.
Houston Public Media activated a new strategy in the fall of 2017, to drive toward a more philanthropic giving model for both radio and TV pledge – through storytelling. The goal of our pledge drives for both TV and radio is to offer fewer premiums, no tickets, and tell the story of how members impact the residents of the Greater Houston area with their support to HPM – “Why Your Gift Matters”. Our strategy focuses on philanthropic, cohesive, multi-platform messaging.” Lisa Shumate, Associate Vice President & General Manager, Houston Public Media
Last year, we reported how Houston Public Media was seeing an increase in Passport activations due to a broad, multi-channel focus. In short, the station promotes Passport week in and week out. In Central Florida, WUCF had been taking a similarly deliberate approach. Continue reading “WUCF Leverages Royal Wedding for Successful Multi-Channel Passport Promotion Strategy”
Hoping to stabilize workflow, retain their audience, and get ahead of the challenges facing pledge, Vermont PBS embarked on a new approach to on-air fundraising.
KPBS’s new overnight strategy, “People are Still Watching,” has proven not just to be mission-oriented, but member-friendly and financially successful. Continue reading “Pledge Success in Overnight Hours Gives KPBS Freedom to Experiment”
“We switched from producing pledge breaks to producing sustainer breaks. That’s the mental switch we did, and the results were crystal clear.”
Take a Deeper Dive into
WNET’s On-Air Fundraising Strategy
Monday, September 11
2:00pm – 3:00pm ET
During a season defined by experimental fundraising among member stations across the U.S., WNET in New York City has gained particular attention for its innovations. Abandoning quarterly pledge drives, it decided to “give back prime time” to its viewers, promising it would no longer interrupt its usual programming schedule with long pledge periods. Instead, THIRTEEN simply began asking viewers, on a regular basis, to become members or renew their support. Now, one year later…
Join Kent Steele, Executive Director of Broadcasting, and Kellie Castruita Specter, Chief Marketing and Engagement Officer, as they review some of the nuances of WNET’s experiment. They’ll address the impact on fundraising across the board, developing the messaging, coordinating across all promotional platforms, producing high-quality breaks and more.
WNET’s blog post: One year after “giving back prime time,”
Questions? Email Tracy Ferrier at firstname.lastname@example.org
Last summer, the University of North Carolina’s public television network, UNC-TV, hired Jen Newmeyer as its digital fundraising manager. Newmeyer is a digital fundraising veteran with a long history of nonprofit work, and her position represented the first of its kind at the state-wide network. Over the next fiscal year, that hiring paid off. The network cut on-air fundraising by $500,000, but more than made up the difference, with online giving increasing by $600,000. From FY16 to FY17, online revenue jumped from $831,000 to $1.4 million—an impressive 70% increase. Continue reading “UNC-TV Sees Revenue Rise: Ups Digital Investment & Reduces On-Air Fundraising”
During a season defined by experimental fundraising among member stations across the U.S., the influential WNET in New York City has gained particular attention for its innovations. In July of 2016, the station began testing a new approach for its flagship THIRTEEN. Abandoning quarterly pledge drives, it decided to “give back primetime” to its viewers.
“I was driving into the [parking] garage when I heard they’d called for a defund,” says Brenda Tucker, Executive Director of Marketing and Communications at San Francisco’s KQED. It was Thursday, March 16, and news had just broken that the Trump administration had released details of a proposed 2018 budget outline.