new membership techniques for pledge. today’s presenters nicole anderson, minnesota public radio...

New Membership Techniques for

Pledge

Today’s Presenters

Nicole Anderson, Minnesota Public Radio

Mary Kay Sherer, Wisconsin Public

RadioRegina Yeager, North Carolina

Public Radio WUNC/DEI, Moderator

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

New members will come if…

You askMake 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

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 personal responsibility for funding it.Jeff St. Clair, WKSU Host/Producer

Wisconsin Public Radio

Old station network Long-time donorsNo acquisition mail for 2 years

Result: Declining file

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

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 $

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]

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]

During Drive

“Any Amount Welcome” Did not “judge” suggested

amounts (“ONLY $10 a month, “If you can afford $1000 a year”)

During Drive

Trained pledge producers to keep hosts focused on new-member messages

Stressed that entire donation supports programming” (no premiums used)

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]

Results

Increased New Members from 26% to 46% of total pledges

Lower average giftFewer dollars raisedPayoff—future years

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

Sacrifice for Future Gain

May 2005– 548 New

Members– $252,000 Raised – 2072 Pledges– $120 Average

Gift

May 2006

– 871 New Members

– $170,000 Raised– 1885 Pledges– $90 Average Gift

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

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

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]

Goals - Comparison

Feb 2004 $$ Goal$1.73 Million11,115 Members3207 NEW (29%)$156 Ave

Feb 2005 Member Goal$2.1 Million15,834 Members7070 NEW (45%)$133 Ave

Challenge Grants—Ideas

Dollar for Dollar – Pro: immediate gratification

for donor and station– Con:– need a big pool of

money

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]

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

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

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]

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/premiumScripts – education, basicsNew Member Spots

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]

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

Scripts/Messaging- Ideas

Education How is public radio funded?What does your money support?What is a pledge?What is a member?

Scripts/Messaging- Ideas

Every Listener, Any Amount

Cover the BasicsSet-Up, Case/Close balanceProcess, Methods of PaymentTreat Every Break Like Only Break

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

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]

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]

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

Questions?

Thanks for your time and interest!

Don’t forget the handoutsPlease evaluate this session

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