A Whole New World: Piloting Emerging Fundraising

A Whole New World:
Piloting Emerging
Fundraising
Strategies That
Engage New Donors
August 12, 2016
Speaker Information
Natasha Hilton, PBS
Senior Associate, Development Services
nahilton@pbs.org
Bob Beard, ASU
Communications and Public Engagement Strategist
480.727.0997 & Bob.Beard@asu.edu
John Abraham, Great Feats
Co-Founder
512-626-5383 & john@greatfeats.com
Objectives
- Fandom and Increased Connection
with Stations
- Turning Fans into Advocates &
Fundraisers
- Testing New Acquisition Strategies &
Launch of #PBSNerd P2P Campaign
Trust me, I’m an expert
Communication and Public
Engagement Strategist - ASU
Center for Science and the
Imagination
Frankenstein Bicentennial
Transmedia Museum
M.A. Communication, Subcultural
Research & Advocacy
“Get a life…it’s just a TV show!”
–William Shatner, SNL
Time, Energy and Resources
(Star Trek Las Vegas)
(WCVE)
Recontextualizing Fandom
•
•
•
“Third Wave Fandom” (Gray, 2007).
The Web and mobile technology has
made fan culture ubiquitous
Fandom is how people make sense of the
media they consume
Movies
Merchandise
It’s Not About Star Wars
•
Connective Action Theory
(Bennett and Segerberg,
2012)
• People still join actions in
large numbers, but the
identity reference is more
derived through inclusive
and diverse large scale
personal expression rather
than common group or
ideological identification.
Participatory Culture
•
•
•
•
Relatively low barrier to artistic expression and
civic engagement.
Provides support for creating and sharing one’s
creations with others.
Provides informal mentorships for knowledge
exchanges between experts and novices.
Provides space where members believe that their
contributions matter and where members feel
some degree of social connection with one
another
Questions
Does your station foster a
participatory culture for an audience
that increasingly expects it?
Can it?
WGVU
Arizona PBS
NPT
It’s Going To Get Weird
National Offerings
Local Presence
“I Don’t Do It Because It’s Sustainable,
I Do It Because I Enjoy It.”
Embodied Advocacy
The Rise of Fan Culture
•
•
•
For younger audiences niche is
the norm
Social connections are
everywhere
Fandom is currency
• Performance matters
• Looking for experiences to
bolster their personal brand
• Prefer accomplishments are
public and quantifiable
Speaker Information
John Abraham, Co-Founder
Great Feats
512-626-5383
john@greatfeats.com
#PBSNerd Campaign
Create Nerd-a-thon Challenges
Host Nerd Events
Join Challenges & Events
Challenge Network
Photo & Video Galleries
Leaderboards
Getting Participants
National Site
Station’s Site
Station Site & Promo
Station Experience
Each station will get:
– A station-specific site
– Photo and Video galleries
– Activity Timeline and Leaderboards
– Dashboard and Reporting
– Donation Processing to station’s merchant account
(Stripe)
– Support and Coaching
Summary
• Find Your Fans!
• Test New Fundraising
•
Tactics
Stay Tuned for P2P
Fundraising Campaign
Want to Participate?
Let us know!
nahilton@pbs.org
Thank you!
Natasha Hilton, PBS
Senior Associate, Development Services
nahilton@pbs.org
Bob Beard, ASU
Communications and Public Engagement Strategist
480.727.0997 & Bob.Beard@asu.edu
John Abraham, Great Feats
Co-Founder
512-626-5383 & john@greatfeats.com
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