About Public Media

Public media’s “value” derived from service to local communities

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To the editors:

Amanda Hirsch asks if the “value proposition” for public media is different today from what it was in the 1960s, and if tax dollars are essential in support of noncommercial media (Current, Oct. 22). I was there in the 1960s, making the case along with a great number of others who believed in the “educational broadcasting” that was at that point the core of our movement. The notion of federal funding came only after all other options had been declared politically or financially impossible. Many of us continue to worry that in our treasured democracy public money in support of any mass medium is precarious at best and downright dangerous at worst.

Development

Kickstarter crowd backs Seabrook’s Decode DC

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Former NPR correspondent Andrea Seabrook, who covered Congress until departing in July to launch an independent podcast called Decode DC, crossed the finish line on her Kickstarter fundraising campaign Oct. 17, hitting her goal of $75,000 and ultimately topping out at over $100,000. Seabrook launched the campaign Sept. 25 and met her fundraising target with two days to spare. Seabrook conceded during an Oct.

Development

Hawaii Public Radio overcomes challenges to win prize for outstanding fundraising

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DEI gives its Benchmarks Award each year to a consistently top-performing station in terms of net revenue per hour of listening. While the median station raises .95 cents in underwriting revenue per listener-hour, HPR last year sold 2.25 cents per listener-hour — all handled by HPR’s single underwriting salesperson. In presenting the award, Robin Turnau, president and c.e.o. of Vermont Public Radio and DEI treasurer, cited HPR’s peculiar challenges. “Their location is one of the top vacation destinations in the world. They deal daily with the challenges of serving a transient population, while raising funds from a permanent listenership where the local median income is only modest, while the cost of living is extraordinarily high,” said Turnau, noting that HPR’s net-revenue-per-listener-hour stat put it in the top 10 percent of DEI surveys for both membership and mid-level giving.

Development

Wisconsin Public Radio’s Dopart was hailed as PRADO development professional of the year

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Since becoming WPR’s director of membership director in 2005, Rebecca Dopart has upped membership revenue by 30 percent — from $5 million to $6.5 million — and increased the number of donors from 40,000 to almost 49,000. Since she assumed the additional title of director of corporate support two years ago, sales have risen nearly 30 percent, to around $1.8 million. “She turned a team that suffered from low morale into one that has sold so many spots that their underwriting rates had to be increased and new avails created,” said Gordon Bayliss, v.p. of sales and marketing at WBFO-FM/WNED-FM/WNED-TV in Buffalo, N.Y., and PRADO’s immediate past president, in presenting the award. “She achieved those results by providing the team with training retreats, instituting new contact management software, creating a copy review team and a new media kit, and by simply applying her own can-do attitude and moral support of each team member.”

This is the 16th year for the PRADO award, which honors the station-based fundraising professional who has demonstrated excellence at his or her public radio station. Dopart received the award at the Public Media Development and Marketing Conference (PMDMC) July 13 in Seattle.

Development

Outside consultant says WDET fundraising spots weren’t unethical

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Pitch spots requesting donations for an audio preservation project at Detroit’s WDET did not violate fundraising ethics, according to an accredited fundraising consultant who reviewed the campaign at the station’s request. The spots, which simulated tape decay of recorded music in the station’s library to solicit donations for the preservation project, prompted an internal complaint that WDET had misled listeners about the state of its collection (Current, Sept. 10). WDET General Manager J. Mikel Ellcessor, who approved the spots, apologized to staff and to listeners who donated to the campaign, and pledged to have an independent consultant evaluate the matter. Rick Kress, a credentialed advanced certified fundraising executive retained by WDET, reviewed an audio sample from the spots and other materials generated by the fundraiser — including the letters of apology.

Development

NPR seeks deal to offer CRM to more stations

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NPR Digital Services is negotiating with an unidentified vendor to provide cloud-computing products to member stations, potentially transforming the ways they manage their membership programs and relationships with audiences. Bob Kempf, chief of the Boston-based NPR unit, would not identify the vendor, but acknowledges that NPR has been in close negotiations with roundCorner, a three-year-old company that specializes in designing customer relationship management (CRM) systems for nonprofit organizations. He aims to have a master services agreement with a third-party vendor in place by the end of the year, and launch a pilot program with as many as 10 stations in early 2013. NPR’s goal, he says, is to offer all member stations the opportunity to buy a license to a cloud-based, customizable CRM product later next year. “We are not building a single platform in the sky for stations to sign on to,” Kempf says.

Development

NPR budget for 2013 projects $5 million deficit

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The 2013 budget approved by the NPR Board Sept. 14 projects a $5.1 million operating deficit, with expenses adding up to $185.5 million and revenues projected at $180.4 million. Management plans to cover the shortfall with working capital and operating reserves. The 2013 spending plan anticipates a 5 percent gain in sponsorship income, which fell far behind projections this year. NPR expects to close fiscal 2012, which ends Sept.

Development

Jefferson Public Radio’s deal with university splits radio from real estate

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A new agreement between Southern Oregon University and Jefferson Public Radio settles the months-long dispute between the two parties over control of the 22-station radio network and related real-estate projects that had caused concern among university auditors. The mediated settlement, announced Aug. 27, splits JPR’s radio activities from the theater restoration projects that a related nonprofit, the Jefferson Public Radio Foundation, had undertaken in recent years. Southern Oregon University will assume control of all 22 stations in the JPR network, seven of which are now owned by the foundation. Meanwhile, the foundation’s theater properties will be controlled by Jefferson Live!, a new limited-liability corporation to be established as a subsidiary of the JPR Foundation.

Development

Insistent sponsors put newsrooms on alert

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Underwriters of public radio programs increasingly want to link their names more closely to particular stories and reporting projects, according to station executives, a trend that is requiring journalists to be more vigilant in fighting perceptions of potential conflicts of interest.

Congress

Thicket of uncertainty for federal aid

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Public broadcasters face multiple and serious uncertainties on Capitol Hill over the next few months. A spending bill approved by the House subcommittee with oversight of CPB’s appropriation proposes to phase out CPB funding over the next three years; it includes language restricting public radio stations from spending their CPB aid to support NPR in any way. Another election-season threat comes from GOP presidential hopeful Mitt Romney, who has repeatedly cited CPB as one of five agencies he’d extinguish. Sequestration, a byproduct of Congress’s inability to reach consensus on debt-reduction measures last summer, could also hit pubcasting, slicing 8 percent or more from the $445 million in federal funding that pubcasters anticipate for 2013. If sequestration occurs, the government could opt to hold back part of CPB’s 2013 appropriation — a move that would trigger a reduction in stations’ Community Service Grants.

Development
Health coaches in Pledge Pipeline

Pledge Pipeline 2012-13

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Current’s Pledge Pipeline previews 17 shows heading to public TV on-air membership drives in December 2012 and March 2013.

Development

Top prospects for expanding pubradio revenues examined at Public Media Futures Forum

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SEATTLE — When public media development consultants and station leaders gathered at the University of Washington’s Seattle campus on July 10 to discuss fundraising programs of the future, two ideas stirred up the most vigorous discussion: the potential for sustaining membership fundraising to reduce stations’ reliance on pledge drive revenues, and a text-giving program that would enable NPR to solicit donations directly from listeners. Maryland-based consultant John Sutton dreamed up the latter idea over breakfast, and he proposed it during the forum as a way to open a new path for listener donations that would provide dues relief to local stations. Under Sutton’s plan, NPR would run text-giving campaigns twice a year soliciting $10 donations from listeners. The monies raised — he estimated $35 million in net revenues — would reduce the program dues that NPR charges stations. Stations wouldn’t have to worry about NPR cultivating their listeners as donors because the text gifts would be made anonymously.

Development

“Inspire Nebraska” capital campaign raises $25 million

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The NET Foundations for Television and Radio have exceeded a five-year, $25 million capital goal for their “Inspire Nebraska” campaign. “It was a major-giving campaign, but members grew tremendously,” said foundations Executive Director Jeff Beckman. “And, even more important, we are now positioned to raise more major and planned gifts in the future.”

Since the push began in 2007, NET membership revenue has grown by 50 percent, the number of members has increased 35 percent to nearly 25,000, and assets of the endowment have topped $10 million, Beckman said. The campaign concluded June 30. The campaign will fund both television and radio programs, including NET News and NET Sports productions, which cover more than 200 hours of local high-school and collegiate sports annually.

Development

Why don’t more stations adopt ‘sustainer’ ways?

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Public radio stations have widely adopted sustaining-member programs over the last several years. Because of this, one might assume that a significant number of sustainers contribute to public radio every month. However, the reality for most public radio stations is quite the opposite.

Development

Seeking the next $100 million

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A review of public stations’ financial data over the past 15 years shows that, despite their widely divergent revenue trajectories, public radio and television have both made great progress in implementing structural and cultural changes needed to pursue new revenues.