Stations Experiment with Local Content During Passport #donate Pilot

In October 2017, PBS Development Services partnered with fourteen member stations in a fifteen-day pilot to test instant Passport access from donations made using Goodworld’s #donate (e.g. #donate $20) technology on Facebook. The October pilot was the second pilot in the #donate series. Stations created Facebook posts asking followers to “#donate” in the post thread,  using readily-available national Passport assets and messaging for popular Passport programs.

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WCVE’s Facebook Live “Sockton Abbey” Engages Audiences During Passport #donate Pilot

To continue promoting Passport as a member benefit and take advantage of #donate technology on social media, PBS recently launched a Passport #donate Pilot for 14 member stations. The goal was to test Passport as an online fundraising tool to convert social media followers to donors. Each participating station experimented with Facebook posts and videos encouraging followers to contribute $5 a month to become sustainers (by commenting on a post with “#donate $5) or to contribute $60 a year for annual membership. While stations in the pilot program attended a webinar and were given a toolkit of sample Facebook posts, they were encouraged to customize images, use video and Facebook live, and otherwise be as creative as possible.

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