The Membership Revenue Index for the three-month period ending Nov. 30 had a 1.3% increase in revenue compared to the same three-month period in 2023 — the first such increase since July. TV and Joint licensees saw an increase in membership revenue of 1.5%. Radio had a smaller increase of 0.8%, but this was the second report period in a row showing revenue growth for Radio. Only organizations with 15,000–40,000 donors saw a decline in revenue in this period, though very slight at 0.6%. Revenue increased by 2.7% for those with 40,000+ donors and was flat for stations with fewer than 15,000 donors.
The High-Dollar Gifts Index saw an increase in gifts of $500 or more of 3%. Both TV/Joint and Radio organizations experienced an increase in high-dollar gift counts, with increases exceeding 3% for both. Organizations with fewer than 15,000 donors had no change in high-dollar gift counts, while the largest had a 4.8% increase. Mid-sized programs did see an increase in high-dollar gifts of 1.5%, but this did not drive growth in overall revenue for this group of organizations.
The New Donor Index continues to be an area of concern, declining 12.3% overall. Radio declined 10.6% compared to the same period in 2023, while TV/Joint experienced a steeper drop of 13.7%. All station sizes experienced declines.
While TV and Joint licensees generally have a greater diversity of acquisition channels than Radio, TV’s success with Passport for acquiring a high percentage of new donors has been waning. The Passport Users Index, which measures the number of unique Passport streamers, showed a decline for the first time in the last 12 months, with a 0.3% decline. A deeper look at engagement KPIs in the National Reference File uncovered that the share of new donors that activated and new donors that streamed Passport declined for the first time in the last five years. We will be looking carefully for any Passport bounce related to the release of new seasons of Miss Scarlet and the addition of past seasons of All Creatures Great and Small to FVOD in the December reporting period.
At 2.6%, the Sustainers Index growth rate was once again the smallest in the last 12 rolling three-month comparisons. As has been the case all year, TV/Joint organizations experienced all the growth (almost 4% this period), while sustaining donors are in decline at Radio organizations (down by 2% this period).
As audience declines have a growing impact on pledge, diversifying acquisition channels is paramount for 2025. For organizations in the National Reference File that showed new donor growth in 2024, direct mail and online giving outside of pledge and Passport were the most common drivers. For some, this meant increased investment in these areas, and for others it was technique and improved practices.
In the next issue of the Public Media Index, we’ll be reporting on trends for the full year with a focus on key performance indicators by acquisition source to help organizations set goals and establish budgets for the coming year.