New Membership Techniques for Pledge

Today’s Presenters Nicole Anderson, Minnesota Public Radio Mary Kay Sherer, Wisconsin Public Radio Regina 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 ask Make 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 donors No 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 gift Fewer dollars raised Payoff—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 Million 11,115 Members 3207 NEW (29%) $156 Ave Feb 2005 Member Goal $2.1 Million 15,834 Members 7070 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/premium Scripts – education, basics New 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 Basics Set-Up, Case/Close balance Process, Methods of Payment Treat 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 handouts Please evaluate this session

Questions? Nicole Anderson, Minnesota Public Radio, Mary Kay Sherer, Wisconsin Public Radio, Regina Yeager, North Carolina Public Radio WUNC/DEI, Moderator,