New Membership Techniques for Pledge

1. New Membership Techniques for Pledge

2. Today’s Presenters • Nicole Anderson, Minnesota Public Radio • Mary Kay Sherer, Wisconsin PublicRadio • Regina Yeager, North Carolina Public Radio WUNC/DEI, Moderator

3. The Problem • The rate at which we're converting listeners to members, which measure by core or by LH--is declining • It's just an unfortunate fact of life that it's tougher to translate audience growth into member growth than it was ten and even five years ago. • This is not actionable information, but it's just a reality with which membership folks have to deal. Jim Lewis, Lewis Kennedy & Associates

4. New members will come if… • You ask • Make it affordable, • Make it about them (i.e.-the programming). • Remind them of their importance, their benefits, and their role. Sheila Rue, SR Sound Programming

5. The Basics • What makes a good new member spot? The BASICS of how public radio is funded, the BASICS of how easy it is to call, how much your station depends on listener support… any of the giving path fundamentals. • Most importantly for the first time giver is to make the connection between value of the programming and taking personalresponsibility for funding it. Jeff St. Clair, WKSU Host/Producer

6. Wisconsin Public Radio • Old station network • Long-time donors • No acquisition mail for 2 years • Result: Declining file

7. What to do? • New Member Strategy (telemarketing, direct mail, pledge) for FY07 • Used May 2006 mini-drive to “pre-test” New Member Drive techniques for FY07

8. WPR’s May 2006 Drive • GM set the directive for new members at staff meeting—everyone knew the plan • Created ONLY a “total pledge” goal, not a dollar goal • Set hourly goals based on # of callers, not $

9. Before Drive • Week before and during drive: • Aired spots explaining why we have pledge drives (to bring in new members) • Voiced by GM and Membership Director [sample spots #1 and #2 from WPR GM and Memb Director]

10. During Drive • BACK TO BASICS! • Explained a pledge (a DONATION paid many ways) • Explained a member (someone who gives a donation of any amount) [sample pitching #3 from WPR]

11. During Drive • “Any Amount Welcome” • Did not “judge” suggested amounts (“ONLY $10 a month, “If you can afford $1000 a year”)

12. During Drive • Trained pledge producers to keep hosts focused on new-member messages • Stressed that entire donation supports programming” (no premiums used)

13. During Drive • Challenge Grants: • $10 for each new member from a group of existing members • $880 from existing member “if 6 new members join this hour” (always exceeded, sometimes tripled) [sample pitching #4 from WPR]

14. Results • Increased New Members from 26% to 46% of total pledges • Lower average gift • Fewer dollars raised • Payoff—future years

15. New Members = Lower Ave. Gift • Negative correlation between growth in on-air average gifts and trends in new members • OK to try to increase your on-air average gift • But if you get too aggressive, you will close the door on first-time givers • Shows up when the on-air average gift rises at a rate greater than 5% and accelerates rapidly as it increases. Jim Lewis, Lewis Kennedy & Associates

16. May 2005 548 New Members $252,000 Raised 2072 Pledges $120 AverageGift May 2006 871 New Members $170,000 Raised 1885 Pledges $90 Average Gift Sacrifice for Future Gain

17. Minnesota Public Radio • Mature station – established program • Membership revenue goals - increasing • Core Loyal Listeners – relatively flat • Focus on High Levels ($240, $360) • High Ave Gift ($160) • Result: Declining Member Base

18. What to do?Increase Contributors – Lower Ave Gift • Goal – Member Goal vs. Dollar Goal • Focus on Lower Levels • Messaging – Education, Every Listener Any Amt, New Member Scripts • Premiums – New Member Offers • Spots – New member testimonials

19. Goals—Ideas • Member Goal (vs. $$ Goal) • Each member equally important • # of contributions will rise (new, renew) • Ave gift will fall • Set your goal accordingly [MPR plays pitch tape #5 – member goal]

20. Feb 2004 $$ Goal $1.73 Million 11,115 Members 3207 NEW (29%) $156 Ave Feb 2005 Member Goal $2.1 Million 15,834 Members 7070 NEW (45%) $133 Ave Goals - Comparison

21. Challenge Grants—Ideas • Dollar for Dollar • Pro: immediate gratification for donor and station • Con:– need a big pool of money

22. Challenge Grants—Ideas • Extra amount for each new member • Pro: Need less $ • Con: No solid way of tracking effectiveness. Can be confusing on air • [sample WPR #6]

23. Challenge Grants—Ideas • Conditional amount of money dependent upon making new member goal for hour • Pro: Can talk about teamwork • Con: Might not make it and lose total amount

24. Challenge Grants—Ideas • Mini-drive challenge based on # of pledges or new members • Pro: Can sound like a lot of $$ • Con: Don’t get it till end of day—and don’t get it if don’t make goal

25. Host Challenge • Host decides to give a challenge from own pocket • Pro: Spontaneous, effective • Con: Other hosts can see it as “unfair” [sample pitching from WPR #7]

26. New Member Day - Ideas • Set aside one day to focus solely on New Members [MPR New Member pitch tape #8 here] • Special half-price offer/premium • Scripts – education, basics • New Member Spots

27. Premiums - Ideas • Freemiums • Low cost—recipes, book lists • Any amount, limited time [WPR freemium #9] • Bonus Gift (tote bag, mug) • IF we achieve goal, everyone wins [MPR tote bag bonus pitch tape #10]

28. Scripts/Messaging • To attract new contributors you just can't beat a polite, listener-centered message with a tempting, affordable offer. Mike Wallace, Wallace Creative

29. Scripts/Messaging- Ideas Education • How is public radio funded? • What does your money support? • What is a pledge? • What is a member?

30. Scripts/Messaging- Ideas Every Listener, Any Amount Cover the Basics • Set-Up, Case/Close balance • Process, Methods of Payment • Treat Every Break Like Only Break

31. Scripts/Messaging- Ideas • Use new member scripts and talking points throughout each break. • Use new member phrases as opening or closing lines to existing scripts or premium pitches. • Use full new member scripts and rotate depending on day part. Use during rehearsals. • Post new member phrases in studios throughout the drive as a reminder. Pat Marcus, WABE Fundrive Producer

32. Spots - Ideas • Basic Questions asked of Audience Service Personnel: • How many drives per year do you have? • What I hear sounds like advertising to me! • Doesn't the government pay for public radio? • Why don’t the other stations I listen to ask me for money? [sample of letter to WPR #11 here]

33. Spots - Ideas • New Member Testimonials [3 MPR New Member Testimonials here # 12, #13 & #14] • In Member Own Voices [2 WPR (UW fill & “I like Pub Radio”) spots # 15 & #16] • Low Giving – Every Contribution is Important [2 MPR Every Amt Counts spots here #17 and #18]

34. Summary • New members are vital to health of your membership base • Target new members during your drives • Experiment with new strategies • Short-term sacrifice (ave gift, total # of pledges) can equal long-term gain

35. Questions? • Thanks for your time and interest! • Don’t forget the handouts • Please evaluate this session

36. Questions? • Nicole Anderson, Minnesota Public Radio, nanderson@mpr.org • Mary Kay Sherer, Wisconsin Public Radio, sherer@wpr.org • Regina Yeager, North Carolina Public Radio WUNC/DEI, Moderator, ryeager@wunc.org