Presentation on theme: "June 15 th, 2010 – June 30 th, 2010 FISCAL YEAR-END COUNTDOWN CAMPAIGN."— Presentation transcript:
June 15 th, 2010 – June 30 th, 2010 FISCAL YEAR-END COUNTDOWN CAMPAIGN
NECESSITY: INVENTION’S MOTHER Needed to achieve annual membership budget (make up for economy, lackluster drives) Wanted revenue without increasing pledge days Wanted a way to reach all viewers not just those who tune-in for pledge drives We know deadlines/goals work – viewers sometimes need a “nudge” to support Wanted to reinforce our local brand.
THE SOLUTION? COUNTDOWN SPOTS! A series of interstitial spots (1:00 and 1:30) that counted down our fiscal year-end goal Aired across all platforms (TV, radio, web) One talent per day for 15 days, ending on the final day of the fiscal year Each spot ends with an updated goal figure, a call to action, & where to donate
SO NOW WHAT? Using viewer information from TRAC Media, we know the our audience likes & supports Public Broadcasting for these reasons: Uninterrupted Programming (ad free) Balanced & Responsible Programming Safe & Moral Children’s Programming Programs Promote Lifelong Learning Quality & Diversity of Programming Programming that Advances the Arts
HOW TO CONNECT TO VIEWERS “WE are YOU” - Community Voices/Talent Reinforce that this is OUR station, and as such we MUST demonstrate that we know them… Good Role Model For Children Be Civilized Socialization Moral Leadership TRUST Doesn’t Insult Your Intellect Programs have density Texture VIEWING ENJOYMENT Non- Violent Tolerance CONSTRUCTIVE VALUES News & Public Affairs Performance/Art Science/Nature Children’s Shows Lifelong Learning
YEAR-END CAMPAIGN: NUMBER OF PLEDGES:464 DOLLARS PLEDGED:$54,849 AVERAGE GIFT:$118 JUNE TELEVISION DRIVE: (6/5 – 6/13) NUMBER OF PLEDGES:854 DOLLARS PLEDGED:$121,190 AVERAGE GIFT:$142 THE RESULTS: