Internet Fundraising and Member Services for Public Television

1. Internet Fundraising and Member Services for Public Television

2. Agenda • AppNet: background, overview, clients • Trends and Principles • Strategic Audit Approach • Results -- The Good News • The Opportunities and Recommendations • Navigation and Design • Engagement • Fundraising • Members-only Area

3. AppNet Overview We are the first true single-source e-business solutions firm, designed that way from the ground up

4. AppNet Overview • Public Company (NASDAQ: APNT) • 1999 Revenue: ~$100 Million • More than 850 professionals • 14 US offices; 2 international offices • Two e-commerce outsourcing centers • Customer base: • Industry leader in non-profit internet solutions development • 4 years experience in developing innovative approaches to online education, advocacy, and fundraising • 47 Fortune 500 customers, more than 250 total customers

5. A Few Clients...

6. The Principles • Capture Attention • ease of use and navigation • dynamic content • interactive functionality • Drive to Action • strong messages • push content and actions to user • clear paths to action • build email subscriber lists • Nurture Interest • e-Communications and online offerings • close the loop on actions • tease to next action

7. The Approach • Audited 4 sites: WGBH, WHYY, WNET, WSPX • Evaluated key ingredients • design • navigation • content • member services • community building • fundraising • transactions • performance • Identified trends • Made recommendations

8. Overall Results: The Good News Some sites had: • Well branded designs (WNET) • Clear and consistent navigation paths (WHYY) • Rich content • on site (WGBH) • through links (WSPX) • Solid efforts on member education • information about benefits (WNET) • information about services (WSPX) • case for financial need (WHYY) • Good site speed and performance • Limited Web-enabled fundraising

9. Opportunities: Design and Navigation • Clean, high visual impact designs • Consistency in navigation bars • homepage and sub-page navigation • User centric naming for site areas • Focus navigation toward high interest areas • Strategic positioning of desired action paths • Links should open new browsers • Well positioned call-out areas • on home and sub-pages

10. Opportunities: Engagement • Richer, more well organized content • Surround user with involvement devices • e-mail subscription • feedback opportunities • donation options • survey engagement • “tell a friend” • downloadable program “freebies” • Fundraising enhancements • Members-only area enhancements

11. Opportunities: Fundraising • Integrate join options -- make giving easy • at end of actions • throughout site • Use endorsements • Strong fundraising presentation of need case • Deliver content-driven offers right online • custom pledge offers to local content • premium pledge offers • ties to member services • ties to products

12. Opportunities: Fundraising • Ease of giving -- no barriers to response • close online with secure form • Web enabled mail -- “bill me” option • print form • “click-to-call” option • Close the loop online • e-mail “thank you” • e-mail “welcome” • Follow-up “bill me” with direct mail series • Integrate e-Communications • Use direct mail, if necessary

13. Opportunities: e-Communications • Build e-mail subscriber base • Simple newsletters to start • Expand to customized communications in time • profile preferences for programs and events • special “insider” customized content • drawback to site for more depth • call to action through e-mail • Push local events as value-added service • Promote use of member benefits • Sell the subscriber service on- and offline

14. Opportunities: e-Communications e-Renewals • Online renewal option • Web enable member data for online renewal • 2-4 notice e-mail series • brief copy • customized (if possible) • Call back to site • make strong case online • offer full suite of response options • cookie and code • Test offers, timing, and messages

15. Opportunities: e-Communications e-Appeals • Test e-mail appeals to subscribers and members • brief copy • customized (if possible) • Feature appeal on homepage • Special site content for interaction and close • 5-10 pages of sell • 1-3 interactive features • premium push and fundraising focused • Code pledge forms to track results

16. Opportunities: Members-only Area • Provide relevant, valuable and actionable services • Create special online offerings • Require online registration and build profile • Customize content and services using profile • Integrate online renewals and address updates • Bond, bond, bond, ask, bond

17. Opportunities: Members-only Area Push information to member: • Insider content on favorite programs • Reminders for favorite programs • Reminders for local and station events • Program feedback and commentary

18. Opportunities: Members-only Area Expanded services for members: • Celebrity interviews/perspectives • Web based presentations • show previews • online lessons (cooking, science, woodworking) • Show synopses Web casts • Downloads of program reinforcements • recipes • blueprints • coloring pages

19. Opportunities: Members-only Area • Push member benefits out • e-mail gift certificates • download limited time offers • reminders of special benefits • Web-enable the Lending Library • Offer online members only Pledge Catalog • choice of benefits • limited edition online benefits • Create Members-only Mall • special PBS merchandise • Discounts with online partners Make it possible for members to use benefits online.

20. Next Steps • Review navigation, design and offerings • Inventory assets • content, products, member benefits • Define model program • Identify new assets required • Address infrastructure and partner needs • Pilot ... Learn … Expand ...

21. Thank you for your time and … Carpe Diem!