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Optimizing Online Pledge Systems for Radio and TV Audience Engagement

This document outlines the processes and challenges of online pledging for radio and TV stations. It highlights the need for user commitment through simplified interfaces while addressing hurdles such as technology fears, privacy policies, and staff support. With annual contributions around $900,000, primarily from radio, only a small fraction of pledges occur online. Conversion rates for online pledging are high compared to industry standards, presenting both opportunities and challenges. The importance of database integration for tracking memberships and contributions is also emphasized.

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Optimizing Online Pledge Systems for Radio and TV Audience Engagement

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  1. How It Works • Simplicity - Get people to commit fast • But the process requires clicks... • Pick gift/premium • Fill in info, pick publication • Then submit • Email and web confirmation • On-air drive most usage • Except end of year tax-related giving

  2. The Numbers • Yearly: ~$900,000 (75% from Radio) • 4% of all TV Pledges online • Low/Average for industry • 20% of all FM pledge online • High for industry • 60% conversion rate online • User sees pledge form -> user submits • National range is 10-20%

  3. Challenges • “TV watchers don’t pledge online” • Fear of technology • Fear of cannibalization • Lack of personnel support for technology • Privacy policies, opt-in/out, and need for revenue • Where do dollars get credited?

  4. Integration? • A manual process at KQED • User grabs files from FTP server then runs batch import into Team Approach • Integration requires a middle database • Too risky to put TA online directly • Cost est.: $100,000 + annual maintenance

  5. Email • Membership uses LocalVoice.org for trackable email • All other email done in-house • Email renewal numbers not encouraging • Too much clutter • KQED relies on more emotional appeals by personalities around programs • Consider the challenge…

  6. Getting System to Talk E-mail Server Membership dB Email addresses Report Tracking Numbers E-mail (tracking number) Web site pledge (tracking number) Full Report Tracking Numbers Conversion rates Click Thrus Report Tracking Numbers

  7. ASP vs. DIY • Great for smaller companies • Might be cheaper • Might appear more integrated • Not as flexible • Data ownership, backups, etc. • Health of companies

  8. What’s Next • Membership DB integration • If there’s $$$ or a business case • MyKQED • Online giving history • Visual reminders on the web • Personalized messaging • Members-only benefits • Requires dB integration

  9. Rich Dean Director, New Media KQED rdean@kqed.org

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