1. Internet Fundraising and Member Services for Public Television

2. Agenda AppNet: background, overview, clients Trends and Principles Strategic Audit Approach Results -- The Good News The Opportunities and Recommendations –Navigation and Design –Engagement –Fundraising –Members-only Area

3. AppNet Overview We are the first true single-source e-business solutions firm, designed that way from the ground up

4. AppNet Overview Public Company (NASDAQ: APNT) 1999 Revenue: ~$100 Million More than 850 professionals 14 US offices; 2 international offices Two e-commerce outsourcing centers Customer base: –Industry leader in non-profit internet solutions development –4 years experience in developing innovative approaches to online education, advocacy, and fundraising 47 Fortune 500 customers, more than 250 total customers

5. A Few Clients...

6. The Principles Capture Attention –ease of use and navigation –dynamic content –interactive functionality Drive to Action –strong messages –push content and actions to user –clear paths to action –build email subscriber lists Nurture Interest –e-Communications and online offerings –close the loop on actions –tease to next action

7. The Approach Audited 4 sites: WGBH, WHYY, WNET, WSPX Evaluated key ingredients –design –navigation –content –member services –community building –fundraising –transactions –performance Identified trends Made recommendations

8. Overall Results: The Good News Some sites had: –Well branded designs (WNET) –Clear and consistent navigation paths (WHYY) –Rich content on site (WGBH) through links (WSPX) –Solid efforts on member education information about benefits (WNET) information about services (WSPX) case for financial need (WHYY) –Good site speed and performance –Limited Web-enabled fundraising

9. Opportunities: Design and Navigation Clean, high visual impact designs Consistency in navigation bars –homepage and sub-page navigation User centric naming for site areas Focus navigation toward high interest areas Strategic positioning of desired action paths Links should open new browsers Well positioned call-out areas – on home and sub-pages

10. Opportunities: Engagement Richer, more well organized content Surround user with involvement devices –e-mail subscription –feedback opportunities –donation options –survey engagement –“tell a friend” –downloadable program “freebies” Fundraising enhancements Members-only area enhancements

11. Opportunities: Fundraising Integrate join options -- make giving easy –at end of actions –throughout site Use endorsements Strong fundraising presentation of need case Deliver content-driven offers right online –custom pledge offers to local content –premium pledge offers –ties to member services –ties to products

12. Opportunities: Fundraising Ease of giving -- no barriers to response –close online with secure form –Web enabled mail -- “bill me” option –print form –“click-to-call” option Close the loop online –e-mail “thank you” –e-mail “welcome” Follow-up “bill me” with direct mail series Integrate e-Communications Use direct mail, if necessary

13. Opportunities: e-Communications Build e-mail subscriber base Simple newsletters to start Expand to customized communications in time –profile preferences for programs and events –special “insider” customized content –drawback to site for more depth –call to action through e-mail Push local events as value-added service Promote use of member benefits Sell the subscriber service on- and offline

14. Opportunities: e-Communications e-Renewals Online renewal option –Web enable member data for online renewal 2-4 notice e-mail series –brief copy –customized (if possible) Call back to site –make strong case online –offer full suite of response options –cookie and code Test offers, timing, and messages

15. Opportunities: e-Communications e-Appeals Test e-mail appeals to subscribers and members –brief copy –customized (if possible) Feature appeal on homepage Special site content for interaction and close –5-10 pages of sell –1-3 interactive features –premium push and fundraising focused Code pledge forms to track results

16. Opportunities: Members-only Area Provide relevant, valuable and actionable services Create special online offerings Require online registration and build profile Customize content and services using profile Integrate online renewals and address updates Bond, bond, bond, ask, bond

17. Opportunities: Members-only Area Push information to member: Insider content on favorite programs Reminders for favorite programs Reminders for local and station events Program feedback and commentary

18. Opportunities: Members-only Area Expanded services for members: Celebrity interviews/perspectives Web based presentations –show previews –online lessons (cooking, science, woodworking) Show synopses Web casts Downloads of program reinforcements –recipes –blueprints –coloring pages

19. Opportunities: Members-only Area Push member benefits out –e-mail gift certificates –download limited time offers –reminders of special benefits Web-enable the Lending Library Offer online members only Pledge Catalog –choice of benefits –limited edition online benefits Create Members-only Mall –special PBS merchandise –Discounts with online partners Make it possible for members to use benefits online.

20. Next Steps Review navigation, design and offerings Inventory assets –content, products, member benefits Define model program Identify new assets required Address infrastructure and partner needs Pilot... Learn … Expand...

21. Thank you for your time and … Carpe Diem!