1. SRG 2016 Retreat Optimizing Individual Giving Mark Fuerst

2. individual giving: the next $100 million

3. 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

4. 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 **Major Gift $/yr increasing at $7.4 million/yr 2006 to 2014.

5. +$141 MM
For more two decades, Individual Giving has driven Radio System Financial Growth
Source: CPB Annual Financial Reports

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

8. Thinking about mobile

9. Mobile Audio continues to expand

10. Mobile Commerce is the Growth Segment of E -Commerce

11. Giving on Mobile Continues to Expand

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

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

17. 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.

18. May 2014

19. June 2016

21. July 2016

22. July 2016

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

24. 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.

25. 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.

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

27. 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.

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