SRG 2016 Retreat Optimizing Individual Giving Mark Fuerst

individual giving: the next $100 million

Sustainers & Major Gifts The next $100 MM? Membership $ in pubradio $104 million (ann.) (1995 to 2010) Underwriting $ in pubradio $97 million (ann.) (1995 to 2010) Philanthropic $* in radio and TV $186 million (ann.) (1999 to 2010) (*Major gifts, foundation support, endowment revenue) Sustainers & Major Gifts

Not yet. But we’re on pace. Membership $ in pubradio $87 million (ann.)* (Projected 2016 vs. 2006) Major gift $ in pubradio $76 million (ann.)** (Projected 2016 vs. 2006) *Member $/yr increasing at $8.7 million/yr 2006 to 2014. **Major Gift $/yr increasing at $7.4 million/yr 2006 to 2014.

+$141 MM For more two decades, Individual Giving has driven Radio System Financial Growth Source: CPB Annual Financial Reports

The 14 Layers of Membership Activity 1950-75 ‘75-85 ‘85-95 ‘95-05 ‘05 - Now Data Segmentation Social Media Crowd Canv MOBILE Sustainers Programs WebPledge/Email Major Gifts Telemarketing Auctions/Events Database Management Acquisition Mail Renewals Pledge Drives FUTURE The 14 Layers of Membership Activity TRANSITION LEGACY

Thinking about mobile

Mobile Audio continues to expand

Mobile Commerce is the Growth Segment of E -Commerce http://digiday.com/brands/mobile-commerce-going-2016/

Giving on Mobile Continues to Expand

Email on Mobile continues to expand  Source: Litmus “Email Analytics” (March 2016)

Three Goals Improve conversion rates Increase the ratio of mobile sustainer gifts Increase the average dollar/donor for mobile one-time gifts

Key Findings So Far Forms have improved (since 2014)—but they can be improved more. The abandonment rates are in line with non-profit standards. The volume of mobile transactions is low. (with a few key exceptions) Expectations and experience are being shaped by political campaigns.

May 2014

June 2016

July 2016

July 2016

Donation Page Conversion Rates 35% WPR ------------------- Other Project Stations ---------------- Other NPO clients

Mobile Website Testing Idea: Add Donate Button to Top Menu While your donate button is prominent on your desktop site, it is not visible on a mobile device until you click the menu button. Test putting the donate button in as prominent location on mobile as you do on desktop.

What is holding us back? A lack of CPB investment. SRG stations are filling some of this gap. Development staff are stretched. Web staff are otherwise occupied. No “culture of testing.” Lack of full coordination with NPR Digital.

We’re just getting started… We have not even started testing: On-air call-to-action… driving gifts to mobile Seamless email “click to give.” “One click giving” as we see in politics, advocacy.

Next up for me “The Evolution of News/Talk Formats” at PRPD “Local That Works” at the Super Regional Support for SRG in Mobile Giving and Opportunities in Journalism And… I hope… CPB-funded research on donor motivation.

mark@publicmediafutures.org markfuerst@gmail.com Contact me mark@publicmediafutures.org markfuerst@gmail.com