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Making money On
Air at News Stations
Liz Weber & Michael Chaplin, WNYC
Ed Herbstman, Magnet Theater
Jack Callahan, WGBH
Jay Clayton, Greater Public
August 12, 2016
Shorten or eliminate drives?
• 97% of stations get most
of their new members
during on-air drives
• 51% say it’s harder to
get new members on air
Source: Pledge Drive Practices Survey, 2012
Potential for more givers -- PPM
Potential for more dollars - PPM
Potential for more givers - diary
Potential for more dollars - diary
Benchmarks for Public Radio Fundraising
PPM calculator
Should I eliminate my fund drive?
Calculator for PPM stations
USE TREND
REPORT
Membership
My station's FY 2015 Net Member/Mid-Level Giving Revenue is:
My Net Member Revenue per Listener Hour (in cents) is:
My potential Net Member Revenue per Listener Hour (90th percentile/in cents) is:
My annual Listener Hours are:
I have the potential to earn this much member revenue:
Based on what I'm earning now, I'm leaving this much money "on the table:"
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4.749
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$0
$0
We do not recommend eliminating drives if your NET REVENUE PER LISTENER
HOUR is 3.9 cents or LOWER
Members
My station's Listener Hours per Member/Giver are:
My potential Listener Hours per Member/Giver are (90th percentile)
Again, my annual Listener Hours are:
In FY 2015, my station had this many member/givers:
My station potentially could attract this number of givers:
Based on the number of givers I have, I could have this many more givers:
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1,816
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0
0
We do not recommend eliminating drives if your LISTENER HOURS TO GET A GIVER
are 2,400 or HIGHER
Benchmarks for Public Radio Fundraising
Should I eliminate my fund drive?
DIARY calculator
Calculator for DIARY stations
Membership
My station's FY 2015 Net Member/Mid-Level Giving Revenue is:
My Net Member Revenue per Listener Hour (in cents) is:
My potential Net Member Revenue per Listener Hour (90th percentile/in cents) is:
My annual Listener Hours are:
I have the potential to earn this much member revenue:
Based on what I'm earning now, I'm leaving this much money "on the table:"
USE TREND REPORT
PAGE 2, LINE 9
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3.299
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$0
$0
We do not recommend eliminating drives if your NET REVENUE PER LISTENER HOUR is 2.4 cents or LOWER
Members
My station's Listener Hours per Member/Giver are:
My potential Listener Hours per Member/Giver are (90th percentile)
Again, my annual Listener Hours are:
In FY 2015, my station had this many member/givers:
My station potentially could attract this number of givers:
Based on the number of givers I have, I could have this many more givers:
PAGE 2, LINE 4
2,879
PAGE 2, LINE 20
PAGE 2, LINE 14
0
0
We do not recommend eliminating drives if your LISTENER HOURS TO GET A GIVER are 3,900 or HIGHER
The Bottom Line
PPM -3.9 cents or LESS
NET/LH
2,400 or MORE
LH/giver
Diary –
2.4 cents or LESS
NET/LH
3,900 or MORE
LH/giver
It’s All About the
Fundamentals and a bit more
Jack Callahan, Dir. On-Air Fundraising
WGBH Boston
TV | 89.7 WGBH Boston’s Local NPR | 99.5 WCRB Classical Radio Boston
August 12, 2016
WGBH Local Development
•
•
•
Data-driven department
Best practices
Innovation is imperative
Reexamine fundraising
fundamentals
•
•
•
Know your audience
Evaluate current fundraising
performance
Identify growth opportunities
Expose and explode myths
• Deep look at past performance against
audience data by day parts. Reset
expectations.
• “Our donors don’t respond to that
messaging.”
Three critical steps
•
•
•
Planning
Preparation
Performance
One goal
WGBH decided upon using one goal, a
dollar goal for the drive. A mix of
strategies to achieve that goal
encouraged sustainer growth along with
an increase in new members.
Who are we talking to when we
open the mic?
• Those ready to give but need a reason
• People who still need to be persuaded
• New members
Flash match = brilliance
• Reserve until needed
• Apply early in hour
• Have two deadlines within one hour
Results
Fall 2015 Campaign
60%
75%
Pledged
Revenue
YOY
New
Member
Rate
40%
1
Sustainer
Rate
Driven by
goal
Next steps…
Yeah, it sounds familiar
•
•
•
Know your audience
Evaluate current fundraising
performance
Identify growth opportunities
Making Money On Air at News Stations
Liz Weber, Director, On-Air and Online Fundraising, New York Public Radio, New York, NY
Michael Chaplin, Digital Fundraising Strategist, New York Public Radio, New York, NY
Ed Herbstman, Co-Founder, Magnet Theater, New York, NY
August 12, 2016
Tools in the Toolbox: Building a Pledge Drive
PRE-RECORDED SPOTS
• Highlight our core mission.
• Add comedy and variety to the drive.
• Relay our business model to listeners.
• Provide a transition for coming out of live pitching.
LIVE
PITCHINGtools that can be used drive after drive.
• Evergreen
• Reiterate our core mission and business model.
• Create a reason to give RIGHT NOW by relaying the day’s
promotion or contest deadline.
DIGITAL OUTREACH
• All touch points reinforce the promotion that is being pitched on air.
• Provides incremental traffic and donations.
• Evergreen graphics that can be used drive after drive.
Pre-Recorded Spots
HOST CARPOOL
• Distinct sound – multiple voices
• Comedy
• Relays sustainer giving message
SOTERIOS SONG
• Distinct sound – unexpected, grabs the listener’s ear
• Comedy
SHOWER WITH WNYC
• Distinct sound – breaks the fourth wall
• Comedy
• Addresses a barrier to giving
MISSION
• Distinct sound – multiple voices
• Relays station’s core mission
• More serious tone
Reason to give…Now!
MATCHING AND CHALLENGES
PREMIUM SPECIALS
CONTESTS
FREEMIUMS
3 Days in Pledge: Activity Flow
3 Days in Pledge: Online Messaging
Pledge Form
Splash Pages
E-mail
Mobile App
Social
Digital Advertising
3 Days in Pledge: Email Promotions
DAY 1
DAY 2
DAY 3
3 Days in Pledge: Donation Form Message
DAY 1
DAY 2
DAY 3
3 Days in Pledge: Social Media Promotions
DAY 3
DAY 1
DAY 2
Additional Pledge Promotions: Newsletters & App
Touts in
Newsletters
Mobile App Push
Notifications
Additional Pledge Promotions: Ad Words
Additional Pledge Promotions: Advertising
Facebook Paid
Paid Display
Online Giving Breakdown
THANK
YOU!
lweber@wnyc.org
mchaplin@wnyc.org
ed.is.great@gmail.com
Speaker Information
•
Jack Callahan/WGBH
Director, On-air Fundraising and Marketing
Jack_Callahan@wgbh.org
•
Liz Weber/New York Public Radio
Director, On-air and Online fundraising
lweber@nypublicradio.org
•
Michael Chaplin/New York Public Radio
Digital Fundraising Strategist
mchaplin@nypublicradio.org
Speaker Information
•
Ed Herbstman/Magnet Theater
•
•
Co-founder
Ed@magnettheater.com
•
Jay Clayton/Greater Public
•
Individual Giving Advisor
•
jayclayton@comcast.net
Special thanks to our Platinum Sponsors: