SUCCESS STORY PBS Stations Increase Subscriptions and

SUCCESS STORY
PBS Stations Increase Subscriptions and Donations Online
"With Kintera’s tools, KPBS has engaged members with online campaigns that are entertaining and powerful, including
online raffles and auctions. The difference web-based communication has made in our membership numbers and
fundraising is enormous."
– Deanna Mackey, Associate GM Marketing, Education and New Media
KPBS, San Diego
Planning for the Future
KPBS-San Diego
As independent and commercial-free entities, public
radio stations rely heavily on the involvement of
donors and volunteers. Across the country, these
publicly supported organizations are facing changes
in the donor environment. They also are finding it
increasingly difficult to reach current and potential
donors through traditional communications.
Using Kintera’s email and eNewsletter modules,
KPBS has supported two main weekly newsletters,
FY Eye and Frequenc-e, as well as a number of
fundraising events and campaigns. Kintera’s
technology also enabled KPBS to launch online
communities for its members, which engage visitors
through auctions, raffles, events and quiz games.
Public Broadcasting | KPBS - KERA
The goals of KPBS in San Diego and KERA in North
Texas are much the same: offer educational,
informative and entertaining programming that
provides value and enrichment to their respective
local communities. Most importantly, the two PBS
stations share a vision for the future of public
broadcasting, and the increasing importance of online
grassroots marketing tools to grow their membership
and support base.
For the past few years, KPBS and KERA have seen
significant growth in online newsletter subscriptions
since deploying Kintera’s email and eNewsletter
solutions. Volunteer fundraisers using Kintera’s
Friends Asking Friends® fundraising service have
helped to raise funds for the stations by using
personalized websites unified with email to encourage
donations from friends and family.
To learn more about Kintera’s award-winning services for nonprofits contact us at: 858.795.3000 or info@kintera.com
9605 Scranton Road, Suite 200 San Diego, California 92121
www.kintera.com
SUCCESS STORY| PBS Stations Con’t.
These online efforts have produced many benefits
for KPBS:
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Since 2002, KPBS email newsletter
subscribers increased 75 percent from 5,900
to over 10,000.
The KPBS unsubscribe rate declined 34
percent since 2002.
KPBS sent 747,125 emails in 2004, an
increase of 187 percent over 2003.
The open rates for emails to KPBS members
have maintained a steady 30 percent over
the past four years.
KERA-North Texas
“With Kintera’s tools, KERA has significantly
increased the size of the audience we reach with
our eNewsletter,” says Patricia Lyons, vice president
of development. “Kintera has also provided an
effective revenue-generating tool through online
sales of tickets. We’re quite optimistic about
opportunities for growth in this area.”
Kintera has helped KERA not only with online
membership support, but also with communication
and fundraising campaigns for more than three
years. KERA has been able to engage their
membership base with a number of entertaining
online campaigns to increase membership and
donations.
About Kintera, Inc.
Kintera® Inc. (NASDAQ: KNTA) provides an online solution to help
nonprofit organizations deliver The Giving Experience™ to donors –
including giving convenience, financial transparency, feedback about
the social impact of their gifts, and a sense of belonging and
appreciation. Kintera recently launched The Giving Communities™
interactive website at www.kintera.org where consumers can connect
with thousands of causes and organizations, and purchase the
CharityGift™ card to give a unique gift that also supports worthy
organizations with a donation to charity.
More than 15,000 accounts in the nonprofit, government and
corporate sectors use Kintera’s “software as a service” innovations,
including the Friends Asking Friends® fundraising program and Kintera
Sphere™, an enterprise-grade software system that provides customer
relationship management (CRM), a web content management system
(CMS), eMarketing and directed giving applications. For more
information about Kintera’s software and services, visit
www.kintera.com.
Results for KERA include:
• The number of KERA email newsletter
subscribers increased 32 percent from 29,100 to
more than 38,300 weekly subscribers from 2003
to 2004.
•
Since 2003, KERA members have helped to
raise thousands of dollars for KERA using
Friends Asking Friends.
•
Improvements in email methods and newsletter
design yielded a 63 percent reduction in the
newsletter unsubscribe rate from 2003 to 2004.
•
In 2004, KERA sent 660,765 emails as compared
to 236,157 emails in 2004, an increase of 180
percent.
Achieving Success
By building unique campaigns to gain new members and
by building strong and lasting affinity with all members,
these KPBS affiliates have guaranteed themselves future
success in their fundraising and membership endeavors.
To learn more about Kintera’s award-winning services for nonprofits contact us at: 858.795.3000 or info@kintera.com
9605 Scranton Road, Suite 200 San Diego, California 92121
www.kintera.com