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Endowment Fundraising for Public Broadcasting

This guide outlines a strategic approach for public broadcasting stations to generate new funding sources beyond their current membership base. The proposed three-step process involves identifying key individuals or causes that can lead to a wider network of prospective donors, then honoring these individuals while creating unique giving opportunities. Notable examples include memorial funds for influential figures in the arts, providing a framework to memorialize contributions, support programming, and enhance educational outreach. Initiatives are complemented by marketing tools such as brochures, newsletters, and online engagement strategies.

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Endowment Fundraising for Public Broadcasting

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  1. Endowment Fundraisingfor Public Broadcasting Judy WittWFIU/WTIU Bloomington, IN

  2. Generate new funds beyond current membership base • Otherwise not invested in the station • Beyond broadcast area

  3. Three Step Process HookFind the person/cause who could open up an entire circle of contacts CircleIdentify the prospective donors with a close relationship to the individual/cause BenefitHonor the individual/cause while creating a unique giving opportunity for the station

  4. Josef Gingold Memorial Fund • Violinist and Teacher • Inspired several generations of performers

  5. The Gingold Circle • Former students and major performers

  6. Al Cobine Recognition Fund • Musician, composer and band leader • Premier musical contractor

  7. The Cobine Circle • Former band members • Celebrities • Family members • Co-workers • College friends

  8. The Reward • Memorialize in perpetuity • Support programming • Digitize existing programs • Produce new programs • Funds for guest artists • Educational Outreach • Hire staff

  9. Robert Samels Memorial Fund • Announcer killed in plane crash • Contributions surpassed $10,000

  10. The Samels Circle • Former announcers

  11. The Brochure

  12. Other Tools • Letter signed by celebrities • Reply card and envelope • Website • Newsletters • Guides

  13. Summary • Don’t limit yourself to donors in your broadcast area.

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