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May 2011

May 2011. The Team. Kristin Calhoun, Head of PBSi Station Relations. Jason Seiken, Head of PBSi. Mike Jenkins, Head of PBSi Product Development. Keith Brengle, Head of PROSPER. Kayla Nicolay, PROSPER. Marla Krueger, Station Relations. Today ’ s Webinar. The Opportunity

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May 2011

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  1. May 2011

  2. The Team Kristin Calhoun, Head of PBSi Station Relations Jason Seiken, Head of PBSi Mike Jenkins, Head of PBSi Product Development Keith Brengle, Head of PROSPER Kayla Nicolay, PROSPER Marla Krueger, Station Relations

  3. Today’s Webinar • The Opportunity • Who We’re Targeting • Reddit Case Study • Plan Updates • Agile Development • Timeline • Key Platform Functions • Station Testing • Future Opportunities • Q&A

  4. The Opportunity An Untapped Audience of Potential Station Members • A Vast & Dynamic Audience … • PBS.org Audience Average Age 34.2 Years Old* • 40% of PBS.org Audience Have HH Income of $75k+ • 19MM+ Visitors Coming to PBS Websites & Growing • 1.5MM Social Followers & Growing • 2MM Mobile App Downloads • An Audience That’s Different Than the TV Audience • Only 26% of PBS.org Visitors Watched PBS on TV in Last 7 Days** • Television Audience Average Age 63* Source: *ComScore March 2011; **ComScore PlanMetrix March 2011 Adults 18+

  5. Who We’re Targeting Prospects Who Are Falling Through the Cracks • We’re Not Targeting Users Who are • Already Localized

  6. Reddit Case Study “Yesterday, I Emailed the PBS Tech Support About an Issue With Their Video Player …” -- Initial Post on Reddit.com Huge Click Through From Reddit to the “Donate to Station” Page “I don't have much spare money to throw around these days, but I think PBS would be worth it.” “How do I donate to the people that make PBS content available online? This is the future for a lot of people. I don't have a TV, so it doesn't make sense for me to donate to a local channel.” “I grew up in a small town in Québec and my parents didn't have cable, only a fancy outdoor antenna with a rotor on it. As a kid, I would always turn the antenna away from Montreal where my parents kept it and fine-tune it towards the Vermont transmitter to listen to PBS shows.” • Unknown % Went to Local Stations • 16k Went to PBS Donation Page -- 77% Exited -- 13% Went to Local Station Site -- 10% Other Areas of PBS “I bet if Reddit got a big enough check together (say $10,000+), and donated it to a specific show on PBS, that show would TOTALLY give a shout out. “

  7. Plan Updates Donation flow for “Localized Users” – Will remain as it is today. Expansion of PBS.org opportunities for users to indicate station affinity. Introduction of two station pilots centered around name sharing and dual prospecting. Commitment to collaborate with Contributor Development Partnership (CDP) to identify areas and projects for alignment. Rebranded plan to PROSPER: Station Prospecting Platform How You Informed the Plan …

  8. Agile Development Flexible … Constantly Revising and Improving “Agile development is a group of development methodologies based on iterative and incremental development, where Requirements and solutions evolve through collaboration.” -- Wikipedia • Launch is not the end of the process, but rather the beginning • We’ll constantly adjust, with the guiding principle always being the financial health of stations

  9. Timeline Going on a Journey Together Q4 Q1 Q2 Q3 & Beyond Spring Winter Summer Fall • Develop Detailed Project Plan • Pilot Station Test Begins • List/Name Sharing • PBS.org Profile Registration • Prospecting Campaigns • Communicate Plan • End of Year Campaign • Partnership Programs • Launch & Develop Platform • Phase II Platform Enhancements • Surveys • Launch Email Program

  10. Key Platform Functions Contact Management: Centralized donor contact database; detailed histories including gift and station affinity ~ Salesforce Email Campaigns: Electronic customer relationship management system offering lead qualification and nurturing tools; digital footprint of users on PBS.org ~ Eloqua Member Station Reporting Portal Online portal allowing Member Stations to view and download “matched” donor contact records ~ Salesforce Billing System: PayPal payment processer for top four credit cards and PayPal Call Center Support: Donation troubleshooting via toll free number

  11. Station Testing PBS will work with a group of pilot stations to evaluate the name sharing process and dual solicitation to develop business rules and share key learnings. Online Dual Solicitation Test Question to Answer: Dual solicitation and its impact? Test: Two groups of matched stations – one group gets both station and PBS communications while the other group only gets station communications Prospect Cultivation Test Question to Answer: How is the best way to maximize cultivation efforts for name sharing? Test: 50/50 member station/PBS split of matched prospect names to cultivate

  12. Future Opportunities A Wealth of Possibilities • Media partnerships to expand audience • Tools, training & idea sharing forums for stations • Cross-platform features to drive user registration • - Resume viewing (e.g., start on desktop – resume on iPad) • - Favorite programs (profile alerts, push notifications) • - Persistent station affinity storage / related features • Features/Offers for “Station Members Only”

  13. Q & A

  14. Appendix

  15. Online Platform A robust online platform that leverages the best in electronic customer relationship management (eCRM) and contact management systems for both prospects and donors. Salesforce Donor contact management (station and gift histories, etc.) Eloqua Email application for customer relationship management and consumer behavior PayPal Payment processor leveraging Payment Connect Roundcorner Connecting the back end systems together to be the online fundraising platform

  16. Key Station Benefits 1. Prospect & Cultivate New Leads Acquire and build intender profiles using Eloqua; real time contact updates with Salesforce; lead qualification and nurturing tools 2. Build Robust Contact Profiles Centralized online contact database; prospect and donor contact profiles; station/gift/transaction tracking histories; powered by Salesforce 3. Retrieve Information in a Station Reporting Portal Self-service member station reporting portal (24/7); viewable/ csv downloadable donor information; profile with marketing details

  17. Contact Donor Record

  18. Prospecting • Identify and qualify new leads through the following tactics: • On Network • Previews newsletter • PBS.org site-wide Universal User Authentication (UUA) • Overlay light boxes and other PBS.org site functionality, e.g., opt-ins • Existing PBS.org lists, e.g., Parents • Viral marketed editorial products, e.g., eCards, quizzes • ROS banners • Campaigns • Off Network • Google AdWords monthly $10k grant • Partnerships, e.g., major website to start testing name acquisition and build awareness in PBS as a cause • Facebook and Twitter campaigns

  19. Key Station Benefits 1. Reach New Audiences Leverage the reach of PBS websites to engage audiences and build station affinity; off-network partnerships to prospect new names; cultivate for future monetization 2. Leverage & Optimize PBS.org Site-wide profile creation that encourages station matching through future product (Universal User Authentication); robust profile of user interests, e.g., news and public affairs, and favorite shows; opt in to receive alerts and updates; database updates -- PROSPER and UUA 3. Create Station Awareness Encourage consumers to establish a station affinity; create relevancy by understanding users and their interests; name sharing test to determine business rules, e.g. Join PBS Community Campaign

  20. Fundraising • Simplify and expedite the donation process through the following tactics: • On Network • Integration points across PBS.org • Producer sites and newsletters • Actionable video, e.g., how-to donate bumper spots • Donation tip jar • Off Network • Corporate matching gifts • New ways to donate, e.g., text and/or bar code donations

  21. Key Stations Benefits 1. Capture, Reinvest & Share Donations Not Matched Don’t let monies fall through the cracks; tap into larger donation pool to reinvest back into PROSPER program 2. Transact Quickly – Lessen Overall Bail “One click” transaction; customized donation process, e.g. mobile donation; payment processed and contact information shared in station reporting portal when matched 3. Improve ROI, Lower Acquisition Costs Develop key learnings and best practices for transaction user flow to share with stations; survey and test to understand target audience

  22. Donation Process Customized transaction forms to help streamline overall process. The forms “smart” for device type and/or point of entry.

  23. Localized Donation • Station Localized • Donation made directly to station when user experience is localized • Links to station donation experience on station site

  24. Non Localized Donation • Step 1: Donate • Multiple payment options • Programmable lead • Quick transaction

  25. Non Localized Donation • Step 2: Match Station • Auto-populate local stations • Enable sharing of information

  26. Non Localized Donation • Step 3: Share • Focused sharing • Preset messaging to create engaging copy

  27. For Stations • Donor Information • Information shared via the Member Station Reporting Portal • Robust contact record, e.g., gift history • One lead person at station is credentialed • *Once donor is matched to a member station, PBS will not reengage individual through any direct e-mail solicitations* • Donor Monies • Lifetime value of donor • 100% of monies collected will be distributed to stations after program cost • No donation monies used to pay initial program set-up costs • First payment in January 2012; quarterly afterwards

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