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Fiscal Year-End Countdown Campaign

Fiscal Year-End Countdown Campaign. June 15 th , 2010 – June 30 th , 2010. Necessity: Invention’s Mother. Needed to achieve annual membership budget (make up for economy, lackluster drives) Wanted revenue without increasing pledge days

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Fiscal Year-End Countdown Campaign

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  1. Fiscal Year-End CountdownCampaign June 15th, 2010 – June 30th, 2010

  2. Necessity: Invention’s Mother • Needed to achieve annual membership budget (make up for economy, lackluster drives) • Wanted revenue without increasing pledge days • Wanted a way to reach all viewers not just those who tune-in for pledge drives • We know deadlines/goals work – viewers sometimes need a “nudge” to support • Wanted to reinforce our local brand.

  3. The solution? countdown spots! • A series of interstitial spots (1:00 and 1:30) that counted down our fiscal year-end goal • Aired across all platforms (TV, radio, web) • One talent per day for 15 days, ending on the final day of the fiscal year • Each spot ends with an updated goal figure, a call to action, & where to donate

  4. So now what? • Using viewer information from TRAC Media, we know the our audience likes & supports Public Broadcasting for these reasons: • Uninterrupted Programming (ad free) • Balanced & Responsible Programming • Safe & Moral Children’s Programming • Programs Promote Lifelong Learning • Quality & Diversity of Programming • Programming that Advances the Arts

  5. How to connect to viewers • “WE are YOU” - Community Voices/Talent Reinforce that this is OUR station, and as such we MUST demonstrate that we know them… News & Public Affairs Performance/Art Science/Nature Children’s Shows Lifelong Learning

  6. The results: YEAR-END CAMPAIGN: • NUMBER OF PLEDGES: 464 • DOLLARS PLEDGED: $54,849 • AVERAGE GIFT: $118 JUNE TELEVISION DRIVE: (6/5 – 6/13) • NUMBER OF PLEDGES: 854 • DOLLARS PLEDGED: $121,190 • AVERAGE GIFT: $142

  7. The results:

  8. Contact: Kevin Raubenolt Manager, On-Air Fundraising Arizona Public Media (520) 621-3899 kraubenolt@azpm.org

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