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To increase stations membership and net income

To increase stations membership and net income. Michal Heiplik. Agenda. Overview of goals National Reference File update Building scale (active projects). CDP participation. # of stations. % of audience. CDP Participants: 87 Stations & 78% of audience.

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To increase stations membership and net income

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  1. To increase stations membership and net income Michal Heiplik

  2. Agenda • Overview of goals • National Reference File update • Building scale (active projects)

  3. CDP participation # of stations % of audience CDP Participants: 87 Stations & 78% of audience

  4. Becky Chinn, OPB Charlotte Albergetis, KPBS Susan Dwyer, WGBH Kelly McCullough, KAET Don Derheim, KQED Mary Kay Phelps, WETA Jack Galmiche, KETC David Preston, TPT Anne Gleason, WTTW Ellen Sinkinson, WNET Shane Guiter, KLRU Michael Zeller, KCPT Station Advisory Group 4

  5. CDP is necessary to help solve the critical development issues all stations are confronting: Declining Prospects Channel Erosion Lack of Efficiency Exampletext Exampletext Exampletext 20% over last 8 years Mail, TM, Pledge, Online? Cohesive Practices 5 Proprietary & Confidential

  6. PTV stations deficit of $114m+ in ‘09/ ‘10 TV Station Operating Surplus (Deficit) 2009-2010 36% of stations Budget Surplus Budget Deficit 64% of stations

  7. Steady declines in membership ~500k donors lost since ‘06

  8. CDP is a station-centric effort supported by the MMG and CPB National Reference Database National projects with local impact Stations Quarterly reports focused on high-yield opportunities Actionable intelligence 8 Proprietary & Confidential

  9. Reference File • 37% of PB members imported • TeamApproach: • Import working: KUHT, OPB, KERA, KPBS, DPTV, MPT, TPT • Station DB issues: WETA, WTTW • RoundCause: WGBH, WGBY data received • Allegiance & Memsys • Final review completed 9

  10. Goals of CDP Reporting ROAR REPORT Show potential for specific station Normalize data where possible Deliver better practices and/or third-party option

  11. ROAR Report (Sample) * Based on donorCentric Data from Target Analysis. 70 stations included. 11

  12. ROAR Report (Sample) * Based on donorCentric Data from Target Analysis. 70 stations included. 12

  13. Building Scale – Active Projects

  14. Station centric strategy and execution Better Practices Stations National Reference File CDP-driven execution Stations 14

  15. CDP progress: active projects • Active projects • Prospecting (Masterpiece, ARS…) • Retention (Thank You calls) • Sustainers • Matching gifts • Scale sourcing (acq campaign) • Under review • Vehicle donations • Canvassing • Data overlays and scoring • Member benefits/clubs • More prospecting opportunities • Member Transfer

  16. Prospect file building First batch of names – Masterpiece contest 722,501 entries -- 113,298 unique names 92% self-localized to stations – other 7% localized by CDP Average list – 700 names (largest list 4,500 names) Names & addresses shared Communication strategy & assets included 16 Proprietary & Confidential

  17. Creating synergies Stations CDP • Facilitate the most efficient exchange of ideas and practices • Drive execution focused on conversion • Engage with new • prospects • Build relationships • Convert to members Building value for local stations National Productions Build prospect file for promotion and specialized content delivery

  18. Thank You Calls – early results • Houston learnings: • Thank You calls are highly effective ($76K opportunity) • Making Thank You calls is highly inefficient 18 Proprietary & Confidential

  19. Thank You Calls (First In Market Testing) • Rules for participation • Script: Only modification allowed – station name and # • Coding in membership database • Data source – data from the Reference File • Stations: TPT, OPB, KPBS, WTTW • Execute on populations of 3 and 6 month donors • 11K members in test • Re-evaluate and correct  deploy more tests • January – project evaluation • Result confirmation will lead to national project offer 19 Proprietary & Confidential

  20. Corporate Matching • Data normalized  practices led to results • Impact: • Increased Revenue & Revenue Retention • Smoothed cash-flow 20 Proprietary & Confidential

  21. Corporate Matching – CDP Solution • Employer overlay • Use of National Reference File to curb cost • Discounted web-module • Significant discount compared to HEP’s offering • 45% improvement in company listing • Employer match mailing • Simple copy approach – station-centric identity

  22. Corporate Matching – CDP Solution

  23. Building Scale – Projects under review Projects initiated by stations

  24. Active Projects --Vehicle Donations • Estimate is for CDP stations only • Excluded assumptions • Higher sales prices will likely be achieved • Actual current cost is likely higher – averages • Growth based on increased marketing/awareness • Growth based on additional fundraising opportunities at donation time *in thousands

  25. Canvassing – Early Results • Rocky Mountain PBS - 4 months of testing • 34,866 doors knocked • 3,085 contributions (8.8% RR) • 82% New Donors • 15% Rejoins • Avg. Gift $58 • 16% sustainers Cost per member: $5.97

  26. Concept -- CDP Checklists • Checklist Concept • CDP Checklist Approach

  27. CDP Checklists & Business cases

  28. Staying up-to-date • Newsletter • Let’s Chat webinars • Topic-focused webinars • …call Michal or Abby

  29. THANK YOU! Michal Heiplik michal_heiplik@wgbh.org (617) 300 - 3217 CDPcommunity.org Actionable Timely Collaborative

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