Current (https://current.org/series/piecing-together-membership)
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)
Mike Janssen, Digital Editor | As part of our “Focus on Membership” series, three experts discuss the nuts and bolts and bigger picture of effective digital fundraising.
Julian Wyllie, Reporter | “We spend a lot of time thinking in the clouds and being a little more highbrow and not coming out of those offices and coming down to the people,” said Nikki Swarn, GM and PD at The Drop. “So many public media stations don’t make that entry point as simplistic as it could be.”
Tyler Falk, Reporter | “If new donors continue declining overall, that means retention of those donors is going to be more important than ever.”
A 2020 study of stations’ online donation practices revealed that public media is woefully behind other nonprofits.
The station has created a new “annual sustainer” option for Passport donors to automatically renew their memberships.