Clarifying the Sustainer Message for TV Valerie Arganbright Henry Brodersen Anne Ibach #PMDMC

Valerie Arganbright Partner, Appleby Arganbright #PMDMC

Undeniable BENEFITS $$$MORE MONEY$$$ **RETENTION** #PMDMC

MEMBERS NEW 100Retention80% 85% MONTHLYDonors Monthly Ave. $$$100 5-Year Total $8,000$6,400$5,440$4,624$3,930$28,394 NEW 100Retention40%50%65% ANNUALDonors Monthly Ave. $$$100 5-Year Total $4,000$2,000$1,300$845$549$8,694 #PMDMC

Members 100 new = 500 = 1000 = 5000 = 39 vs vs vs. 55 1,965 vs. 275 #PMDMC

MONEY NEW 100Retention80% 85% MONTHLYDonors Monthly Ave. $$$100 5-Year Total $8,000$6,400$5,440$4,624$3,930 $28,394 NEW 100Retention40%50%65% ANNUALDonors Monthly Ave. $$$100 5-Year Total $4,000$2,000$1,300$845$549 $8,694 #PMDMC

Money – Lifetime Value 100 = 500 = 1000 = 5000 = $28K vs. $9k $142K vs. $43k $284K vs. $87k $1.4M vs. $434K #PMDMC

Undeniable POTENTIAL KAET, Phoenix: 38% KUED, SLC: 37% KTCA, MSP: 34% KPBS, SD: 34% KVIE, Sac: 33% #PMDMC

Undeniable POTENTIAL In every genre/audience Far and away from Self-Help programs History/Documentary and Drama come in second Music kicks in - Pop/Rock, Boomer Music, and Accessible Music #PMDMC

Undeniable POTENTIAL KUT, Austin: 65% WABE, Atlanta: 45% KING, Seattle: 40% WUSF, Orlando: 39% WLRN, Miami: 29% #PMDMC

Clarifying the Sustainer Message for TV Where to Start? #PMDMC

Where to start? Leadership Adding monthly as just another way to pay vs. Rethinking membership #PMDMC

Where to start? Overall Strategy Station’s short-term, annual financial needs vs. Donor’s lifetime value. #PMDMC

Where to start? Practices and Benchmarking Maintaining the old, worn out practices and goals vs. Embracing the new practices and benchmarks. #PMDMC

Where to start? Borrow from the Experts Next you’ll hear from two of our industry’s best experts – Here’s Tracy Ferrier to introduce them. #PMDMC

Henry Brodersen Executive Producer, Development Arizona PBS #PMDMC

Eight, Arizona PBS Sustainer Growth FY12: 2.98% (O), 2.42% (W) FY13: 22.37% (O), 25.38% (W) FY14: 33.80% (O), 35.20% (W) FY15: % (O), % (W) #PMDMC

How did we get this growth? Every pledge break has sustainer messaging, including pledge events Custom lower thirds in pledge events Live pledge events had messaging delivered by hosts #PMDMC

How did we get this growth? Every pledge break has sustainer messaging, including pledge events Spots promoting sustainers during live pledge breaks Online giving form defaults to sustainer giving method #PMDMC

How did we get this growth? Outside of pledge, consistent sustainer messaging in station breaks Spots promoting sustainers in station breaks, across all 3 channels Magazine ads promoting sustainers #PMDMC

How do we manage our sustainers? Dedicated 24/7 Toll free number for Sustainers to update information We send s to each sustainer with an expiring credit card number beginning 90 days out We send a letter to those who do not respond at 60 days out #PMDMC

How do we manage our sustainers? If we do not get updated information by 30 days out, we then place an outbound call to get information If still no update by expiration date, we continue to call up to 30 days past due, and then they are placed in inactive file #PMDMC

How do we manage our sustainers? Staff consists of 1 full time employee, 2 volunteers, and 2-3 part time students who are managing the s, placing the calls, and answering calls ACD Direct handles our 24/7 toll free line #PMDMC

How do we manage our sustainers? ACD Scripting at checkout confirms that the donor is signing up for a continuous ongoing monthly donation, until you tell us to stop Scripting explains to volunteer and the ACD Direct agent that this is not a monthly giving plan #PMDMC

Magazine Ad WhyPBS_sustainerAd_5.375x8.25.pdf #PMDMC

Sample Script #1 THERE ARE MANY WAYS TO GIVE TO THIS STATION, BUT THE EASIEST WAY IS TO BECOME A SUSTAINING MEMBER. HERE’S HOW IT WORKS: YOU SET UP YOUR BANK, CREDIT OR DEBIT ACCOUNT TO MAKE AN AUTOMATIC CONTRIBUTION EVERY MONTH IN SUPPORT OF PUBLIC BROADCASTING. YOU CAN CHOOSE ANY AMOUNT THAT WORKS FOR YOU - $5 A MONTH, $10 A MONTH, $20 A MONTH. IT’S A LOT EASIER ON YOUR BUDGET BECAUSE IT SPREADS YOUR SUPPORT THROUGHOUT THE YEAR. SINCE YOUR MEMBERSHIP IS CURRENT UNTIL YOU TELL US TO STOP, YOUR MEMBERSHIP WILL ALWAYS BE ACTIVE – SO YOU’LL NEVER HAVE TO WORRY ABOUT WHEN IT’S TIME TO RENEW YOUR SUPPORT. #PMDMC

Sample Script #1 (cont.) BEST OF ALL, YOU WILL BE PROVIDING A STEADY STREAM OF SUPPORT TO PUBLIC BROADCASTING, ENSURING THAT PROGRAMS LIKE THE PBS NEWSHOUR, DOWNTON ABBEY, ANTIQUES ROADSHOW, NOVA, AND FRONTLINE CONTINUE TO HAVE A PLACE ON THE AIR. IT TAKES JUST A COUPLE MINUTES TO SET UP YOUR SUSTAINING MEMBERSHIP, BUT THE BENEFITS ARE LONG LASTING. JUST GIVE US A CALL OR HEAD OVER TO OUR WEBSITE, AZPB.ORG SLASH GIFT. IT JUST TAKES A MINUTE AND THEN YOU CAN SIT BACK AND WATCH THE REST OF TONIGHT’S PROGRAM AND KNOW THAT YOU HAVE DONE YOUR PART TO SUPPORT IT. THANK YOU. #PMDMC

Sample Script #2 YOU CAN BECOME A SUSTAINING MONTHLY DONOR OF EIGHT AT WHATEVER LEVEL FITS YOUR BUDGET. IT’S REALLY IS A SAFE AND EASY WAY TO BEGIN OR RENEW YOUR MEMBERSHIP RIGHT NOW. IN FACT, ANY GIFT LEVEL CAN BE BROKEN DOWN TO EASY SUSTAINING MONTHLY DONATIONS, INCLUDING THE GIFT LEVELS YOU JUST SAW. SO GIVE US A CALL RIGHT NOW. USE YOUR CREDIT CARD OR ASK ABOUT AN ELECTRONIC FUNDS TRANSFER SO THAT YOUR MONTHLY DONATION COMES RIGHT OUT OF YOUR CHECKING ACCOUNT EACH MONTH. THE PROCESS IS A SIMPLE AND EASY ONE… YOU DONATE A SMALL AMOUNT EVERY MONTH UNTIL YOU WANT IT TO STOP. #PMDMC

Sample Script #2 (cont.) IT SAVES YOU THE HASSLE OF REMEMBERING WHEN YOUR MEMBERSHIP RUNS OUT, AND IT SAVES US THE EXPENSE OF MAILING YOU REMINDERS WHEN YOUR MEMBERSHIP COMES UP FOR RENEWAL. ASK ABOUT STARTING YOUR SUSTAINING MONTHLY DONATION WHEN YOU MAKE THE CALL TO THE NUMBER ON YOUR SCREEN RIGHT NOW. REMEMBER, THE PROGRAMS YOU COUNT ON, REALLY DO COUNT ON YOU. #PMDMC

Anne Ibach Director of Membership Oregon Public Broadcasting #PMDMC

OPB Sustainers: Members #PMDMC

OPB Sustainers: Dollars #PMDMC

OPB Sustainer Radio vs TV OPB radio members who are Sustainers 50% OPB TV members who are Sustainers 15% OPPORTUNITY! #PMDMC

OPB’s Sustainer Adventure on TV #PMDMC

Can We Improve Those Numbers? #PMDMC

Changes to prepare us to focus on Sustainers Revamped call center/volunteer scripts to make it easier to make Sustainer ask and to get EFT Trained volunteers on importance of Sustainers, and on how to make the ask Made online Sustainer option easy #PMDMC

Ready to experiment! #PMDMC

June 2015 Experiments #PMDMC Selected a handful of CORE programs that we pitched live with ONLY Sustainer asks All contribution levels were monthly amounts Sustainer messaging included mechanics of a Sustaining gift, as well as more lofty reasons to be a Sustainer Only mention of one-time gifts was on thank you gift graphics

Sustainer-focused scripts Public television isn’t here to turn a profit. We don’t have to chase after fickle television trends. We can provide a place for artists to share their work with the greater world because people like you support a vision of television that can make the world a better place. Your Sustaining Circle membership right now helps us to support the next budding musician, scientist, or filmmaker that has something important to share. #PMDMC

Whether you’ve never been a member, or if you’re already an OPB member, make an ongoing monthly Sustaining gift this evening to support filmmakers that change how we see the world. Give us a call at or contribute online at opb.org. Our phone volunteers from Columbia River Peach Corps Association and the OPB volunteer team will be happy to welcome you into the family of people who make everything that OPB does possible. #PMDMC

Make a sustaining circle contribution of just $15 a month to support history on OPB and we can thank you with the DVD or BluRay set of The Roosevelts: An intimate History by Ken Burns. This 7 disc set features the full film plus special bonus videos including FDR’s Great Secret, Roosevelt home movies, a look at Sagamore Hill, Hyde Park, Warm Springs, FDR’s famous dog, Fala as well as deleted scenes, descriptive video and subtitles in English and Spanish. #PMDMC

The power of the history programs on OPB is in the members who support them. And a great way to support OPB is with a $5 a month Sustaining contribution. As a Sustainer you make a monthly contribution automatically from your checking account or from the credit or debit card of your choice and your contribution continues for as long as you like. Your contribution is ongoing, and so is your support for the history programs you love. If you’ve never been a member of OPB, join with a $5 per month sustaining gift and we’d love to thank you with… #PMDMC

And let me encourage you to join the sustaining circle with a monthly, ongoing contribution from your checking account. It really is the best way to support OPB and it saves on processing and administrative costs. We hear from so many people that they appreciate how easy it is to be a sustainer, and how proud they feel knowing that every month they are doing their part to support this important community service. You’ll discover that pride too, when you make your Sustaining contribution. Our phone volunteers will be happy to get you set up when you call … #PMDMC

Thank You Gift Graphics #PMDMC

Messages points Monthly, automatic, ongoing Easy There’s no need for renewal reminders because your membership is always current Your monthly contribution continues for as long as you like and you can change it at any time It’s an affordable way to support the programs you rely on all year long #PMDMC

Sustainer Focused Pitching June 2015 TV Drive The Roosevelts #105 53% Sustainers. Revenue $5226 NOVA: Invisible Universe Revealed 58% Sustainers. Revenue $11,000 (50% match for sustaining gifts) Forsyte Saga: 42% Sustainers. Revenue $2772 #PMDMC

Sustainers by Program #PMDMC

Speaker Information Valerie Arganbright -- Partner, Appleby Arganbright (612) Henry Brodersen -- Executive Producer, Development, Arizona PBS (602) Anne Ibach -- Director of Membership, Oregon Public Broadcasting (503) #PMDMC