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Everything You Should Know About Your Members

Everything You Should Know About Your Members. TRAC Media Services. What We Need to Know. Why do people watch PTV? What kind of audiences does it attract? Why do some people and not others become members? Who are these members and what is special about them?

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Everything You Should Know About Your Members

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  1. Everything You Should Know About Your Members TRAC Media Services

  2. What We Need to Know • Why do people watch PTV? What kind of audiences does it attract? • Why do some people and not others become members? • Who are these members and what is special about them? • Why do some people become multi-year members and others do not? • Last, why do some people lapse after supporting the station for years?

  3. Reasons for Viewing PTV • “Fills a void…commercial services do not carry the same quality of programming” • “Expands our minds and awareness” • “Supports different viewpoints and promotes diversity” • “I want to make sure they’re around...they are an important part of our community”

  4. PTV has Core Values • Programs, sometimes explicitly, but always implicitly, proclaim their values (e.g., balance, fairness, tolerance) that viewers love. • When people talk about PTV they can identify the core values of programming. • These programs are both intellectually and emotionally rewarding for viewers.

  5. Synching Up the Value Clusters • Value identification has led to viewers forming a “relationship” with the station and its programming, although people vary in their intensity of identification. • The central point - they said they trusted PTV’s programming. • Six main value themes emerged

  6. Six Core Drivers of Liking and Support • Advertising free programming • Safe and moral children’s programming • Balanced programming content • Programs that promote lifelong learning • Programs that deal with the arts • Programs of high quality

  7. Viewers and PTV • Givens: People like PTV programs and view them. Many have long viewing histories with PTV. They have formed quasi-human relationships with the “station”. • Most viewers have vague, ill-informed images of who provides them with their cherished programming.

  8. The Core Values Results • The values just reviewed were enough at one time or another to drive and sustain multi-year memberships. • You need a long positive history of viewing with “in-synch” value systems between the viewer and the station to build sustaining relationships. • Naturally, we have described a certain kind of viewer. An NPS loyalist.

  9. Member Characteristics • PTV members are very civically active • Over perform in belonging to civic organizations and in participating in neighborhood fix up projects (despite age)

  10. Importance of PTV • The station is important to core viewers & members. • Viewers believe that the community can be strengthened by PTV and it can make the local community a better place • They trust PTV and have high expectations

  11. Potential Partners • Station has high potential to positively impact local community • Believe that they have potential to impact their community too • PTV and concerned members are potential allies “Just tell us what to do!”

  12. Now Giving and Lapsing

  13. Types of Giving • Our members see only two kinds of giving. • Philanthropic donations are organizations for which nothing in return is expected. (Homeless, Red Cross, some diseases and disasters.)

  14. Types of Giving • The second category was reciprocal giving and it is about 90% of all giving. • In this kind of giving the giver received something back in return for their gift. • In some instances it was a thank you from a family member, fulfilling a tithe obligation, or a premium!

  15. The Social Context of Giving • Most giving is to other family members such as adult children and relatives. • Only 38% give to non-religious charities according to one source. • All giving is a decision made in a social context.

  16. Checkbook philanthropy • Most give small amounts of money, generally taken from the family or household’s operating budget, hence… checkbook philanthropy. • Charities are “competing” for money within the household’s discretionary budget – which is always limited.

  17. People Have Gift Guidelines • There were three levels of gifts: • Modest or small gifts of $5-$25 usually given to health organizations, Red Cross and other philanthropies. • Average gifts were in the $50-75 dollar range and that is what they gave to PTV, museums, animal shelters, or environment groups. • Large gifts were over $100 and were rare, going to the church, one’s children and maybe a premium.

  18. People Have Comfort Zones • People told us they were comfortable gifting in the modest and average range. • Large gifts made them uncomfortable and “anxious” about affording that gift level. • Giving is both innate and learned

  19. Types of Members • It became apparent that there were types of members and lapsers. • The primary distinction between members was age and education. • Another distinction was a person’s money personality – impulsive versus rational.

  20. Frugal Civics • Older over 65 or 70 • Renew by mail and give the basic amount. • Dislike pledge drives. • Probably the biggest part of your file. • Will age off the file. • Some GenXers.

  21. Rational Professionals • Mostly professionals such as lawyers, accountants, mid-level managers who give the basic membership. • Men watch but tend not to pledge. • Women are prudent and could pledge. • Under 60

  22. Pledger Ladies • Mostly women who are professionals, or married to one, who often have renewed by mail. • They love pledge and some only renew by pledge. • Under 65+ • Civically engaged.

  23. Cyclers and Rotators • Like the NPS and pledge drives. • Most are boomers and they use pledge to renew and they want the premium. • Know they are lapsed and will be back when it is convenient for them.

  24. Premium Driven Casuals • They tend to be light viewers of prime time PTV. Weekends? • Attracted by pledge drives and the premiums. • Have given more than once… hence a new variation on transactional

  25. Public Television is Different • PTV is free. Hence, the free rider problem. Generally, there are no negative consequences for not giving. • A minority of viewers donate money to Public television. • An even smaller group of donors see Public TV as a charity or philanthropy. • Giving is a reciprocal act. You use it you should pay for it.

  26. Why Members Lapse

  27. Lapsing’s Psychological Drivers(Traits and States) • Personality traits are stable predispositions to behave consistently across time and locale. • States are temporary psycho- physiological arousal conditions are usually emotional or feeling based that pass quickly. • Some states result in pleasure others in discomfort.

  28. Lapsing’s Psychological Drivers • Almost all lapsing is the result of some state of discomfort between a person’s needs and the demands of the charity. • Is the worst villain in tipping the lapsing decision the appeal to reciprocity? • What about philanthropic appeals?

  29. The Eight C’s • Change in personal/HH finances • Change in use • Mommy Lapsers • Cable competition • Critical incident • Programming • Viewer/Member Services • Cyclers • Competition for charitable dollars • Confusion • Coroner or change of address

  30. Most lapsers are still watching! • The station, its people and its communication strategies could still win these people back to the file. • But you have to know who they are and what to say to them.

  31. More Information… • Summary is in the TRAC Primer on Viewing and Membership • Full study reports and ppts located on the TRAC website

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