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Current - For people in public media

Current (https://current.org/series/piecing-together-membership/)

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Piecing Together the Membership Puzzle

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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)

Development

Get tips on how to boost online revenue from our webinar on digital fundraising

By Mike Janssen Mike Janssen, Digital Editor | November 22, 2021

As part of our “Focus on Membership” series, three experts discuss the nuts and bolts and bigger picture of effective digital fundraising.

Development

These stations are adopting new strategies to attract more diverse donors

By Julian Wyllie Julian Wyllie, Reporter | October 7, 2021

“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.”

Development

Stations look to increase retention as trends for new donors cause concern

By Tyler Falk Tyler Falk, Reporter | September 23, 2021

“If new donors continue declining overall, that means retention of those donors is going to be more important than ever.”

Development

The time to prioritize digital revenue and engagement is now

By Melanie Coulson, Executive Director for Member Station Services (Greater Public) | September 21, 2021

A 2020 study of stations’ online donation practices revealed that public media is woefully behind other nonprofits.

Development

How WETA focuses on improving retention to boost value of Passport donations

By Jeff Regen, Alicia Salmoni, Senior Director of Direct Response Fundraising (WETA) and Brandon Hemel, Senior Director of Data Strategy and Management (WETA) | September 20, 2021

The station has created a new “annual sustainer” option for Passport donors to automatically renew their memberships.

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