1. BUILDING STABILITY with the “Masters of Retention”
PMDMC Conference
Washington, DC
July 10, 2015

2. Panel Anne Ibach: Oregon Public Broadcasting
Bob Breck: Minnesota Public Radio
David Preston: Twin Cities Public Television

3. OPB’s Member Experience Focus
Our ability to influence a member’s likelihood to renew begins when they first make the decision to give.
We want every touch point along this path to be a good experience for the member.
When a member receives their first renewal reminder, we want their response to be: “I Love OPB! They are an organization worthy of my support!”

4. MPR: Retention Tenants
Make it easy to stay
Sustainers!
Stable Payment Methods
Make it hard to leave
Express Gratitude
Demonstrate Impact
Emphasize Community
Easy to Stay: Sustainers, EFT
86% Retention Rate overall
66% of our Members are Sustainers
Sustainer renewal rate: 92%; Single Gift 73%
First-year retention: 43% Single gift, 92% Sustainers
EFT: 20% are now, 17% in last drive (new donors)
Retention (first-year) is 93%, vs. 75% for Credit Card Sustainers
Additional $20/donor/year!
Be aggressive with recapture—all channels, ask for makeup payments
Hard to Leave: Gratitude, Impact, Community
Gratitude: Member Appreciation Week
Impact: The Current 10th Anniversary
Community: Encourage self-identification (I Am MPR, Member/Sustainer Clings)

5. It’s Easier to Keep Them, Than to Find Them

6. Retention Tips & Tactics

7. Anne’s Tips to Improve Retention
Sustainers
Timely processing
Heartfelt and timely acknowledgment
Efficient operations
Cultivation – , thank you calls, program guide, open house, etc…
Awareness of retention indicators

8. MPR: Retention Tips
Make sustaining and EFT the default/preferred option
Spend time communicating without asking, especially in the first year
Be aggressive capturing lost payments
Pay attention to both Member retention and Revenue retention
Single Gift Retention: 43% first year, 68%+ after one year

9. It’s Easier to Keep Them, Than to Find Them
Use all Your Tools
Be Efficient
Be Relentless
Always Look For Leaks
Segment
Sustainers are King
Seek Balance

10. Thank you!
Anne Ibach: Oregon Public Broadcasting ,
Bob Breck: Minnesota Public Radio ,
David Preston: Twin Cities Public Television ,