Piecing Together the Membership Puzzle
As audience expectations and demographics change, many stations are testing strategies for converting listeners and viewers into donors and sustaining members. Some stations are creating campaigns that aim to engage younger audiences and more people of color. Fundraisers are discussing how to respond to signs that public radio’s membership growth has flattened, while public TV stations are looking for ways to build value in relationships with members who sign up for Passport. And a larger challenge looms for public media as a whole: A 2020 study of digital fundraising revealed that many stations fall far short of best practices. (Image: Yunyi Dai)
As audience expectations and demographics change, many stations are testing strategies for converting listeners and viewers into donors and sustaining members. Some stations are creating campaigns that aim to engage younger audiences and more people of color. Fundraisers are discussing how to respond to signs that public radio’s membership growth has flattened, while public TV stations are looking for ways to build value in relationships with members who sign up for Passport. And a larger challenge looms for public media as a whole: A 2020 study of digital fundraising revealed that many stations fall far short of best practices. (Image: Yunyi Dai)
Get tips on how to boost online revenue from our webinar on digital fundraising
As part of our “Focus on Membership” series, three experts discuss the nuts and bolts and bigger picture of effective digital fundraising. ...These stations are adopting new strategies to attract more diverse donors
“We spend a lot of time thinking in the clouds and being a little more highbrow and not coming out of those ...Stations look to increase retention as trends for new donors cause concern
"If new donors continue declining overall, that means retention of those donors is going to be more important than ever.”The time to prioritize digital revenue and engagement is now
A 2020 study of stations’ online donation practices revealed that public media is woefully behind other nonprofits.How WETA focuses on improving retention to boost value of Passport donations
The station has created a new “annual sustainer” option for Passport donors to automatically renew their memberships.
