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How It Works

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. The Numbers. Yearly: ~$900,000 (75% from Radio)

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How It Works

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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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