1. 28. Recalibrating Expectations for Radio Drives: Part One Scott Williams, KJZZ/KBAQ Kerry Thompson, NPR Jay Clayton, Greater Public #PMDMC

2. What’s happening with Drives now Tune-out and audience recovery Are drives bringing in fewer donors and dollars? If so, what can we do about it?

3. Methodology PPM Nielsen Audio Data Compare fund drives dates to quarter in which it occurred. Two measures: Listening and Listeners. AQH and Daily Cume (Mon-Sun 6a-Mid Persons 6+) How long does it take to return to normal (average) listening levels?

4. Three Stations KJZZ, PhoenixNews KBAQ, PhoenixClassical WUSF, Tampa News

5. KJZZ Phoenix (17 days) 1. Saturday, August 22, 2014 2. October 16-21, 2014 3. December 8-10, 2014 4. March 26-31, 2015 5. May 19, 2015

6. KJZZ Phoenix 1.August 22, 2014 AQH from 5,700 to 6,000 +5% Daily Cume from 92,800 to 104,000 +12% Listening normal the next day 2. October 16-21, 2014 AQH from 6,200 to 4,400 -29% Daily Cume from 98,200 to 79,200 -15% Listening normal in two days

7. KJZZ Phoenix 3. December 8-10, 2014 AQH from 6,200 to 5,400 -13% Daily Cume from 98,200 to 92,800 -5% Listening normal in three days 4. March 26-31, 2015 AQH from 6,600 to 4,600 -30% Daily Cume from 101,800 to 87,000 -15% Listening normal in one day

8. KJZZ Phoenix 5. May 19, 2015 AQH from 6,600 to 4,000 -39% Daily Cume from 101, 800 to 79,500 -22% Listening normal in two days

9. KBAQ Phoenix (15 days) 1.August 23, 2014 2.September 22-26, 2014 3.December 2-4, 2014 4.March 2-6, 2015 5. May 18, 2015

10. KBAQ Phoenix 1.August 23, 2014 AQH from 2,400 to 2,000 -17% Daily Cume from 62,600 to 50,800 -19% Listening normal in two days 2. September 22-26, 2014 AQH from 6,200 to 4,400 -29% Daily Cume from 98,200 to 79,200 -15% Listening normal in three days

11. KBAQ Phoenix 3. December 2-4, 2014 AQH from 3,700 to 2,400 -35% Daily Cume from 62,600 to 39,900 -36% Listening normal in three days 4. March 2-6, 2015 AQH from 4,600 to 4,100 -11% Daily Cume from 53,200 to 41,400 -21% Listening normal in two days

12. KBAQ Phoenix 5. May 18, 2015 AQH from 3,500 to 1,800 -49% Daily Cume from 47,100 to 32,000 -32% Listening normal in two days

13. WUSF Tampa (16 days) 1.October 12-17, 2014 2.December 10-12, 2014 3.March 21-27, 2015

14. WUSF Tampa 1.October 12-17, 2014 AQH from 4,200 to 3,300 -21% Daily Cume from 63,100 to 47,400 -25% Listening normal in two days 2. December 10-12, 2014 AQH from 4,200 to 3,600 -14% Daily Cume from 63,100 to 55,100 -13% Listening normal in three days

15. WUSF Tampa 3. March 21-27, 2015 AQH from 4,000 to 3,300 -18% Daily Cume from 60,300 to 55,000 -9% Listening normal in three days

16. Conclusions Both the amount of listening and number of listeners go down during on-air member drives. Listening (AQH) down between 18 and 24% Number of listeners down between 9 and 20%. Recovery to normal listening levels is relatively quick, from one to three days.

17. Update on $5 Friday

18. KJZZ NameDateGiftsListener $SustainersNew $5 Friday June 6, 2014 44034,56783%50% Sustaining Saturday Aug 22, 2014 24729,49676%40% $10 Tuesday May 19, 2015 36842,81981%57% Most recent Fall & Spring Drives First Day Thursdays = 395 gifts and $41, 700

19. KBAQ NameDateGiftsListener $SustainersNew $5 Friday June 6, 2014 16313,47179%64% Sustaining Sunday Aug 23, 2014 10914,59668%52% Maintain the Music MondayMay 18, 2015 9410,81563%56% Most recent Fall & Spring Drive first-day Mondays = 120 gifts and $11,500

20. Conclusions One-day drives equivalent to first day of a longer member drive. More members will come in when you emphasize $5 per month opposed to a larger amount. We are still testing days of the week for effectiveness.

21. Are drives bringing in fewer donors and dollars? If so, what can we do about it?

22. Pledge Trend Greater Public Benchmarks for Public Radio Fundraising, 65 constant participants

23. Why the decrease? Sustainers? Less listening? No one knows for sure

24. What it means… BUT…whether your station is maxed out in your drives depends on how close your station is to Its full potential in membership and mid-level giving

25. Net Revenue/listener hour is 5.19 cents among top performing PPM stations Sample Station Only one in 10 PPM stations meets or exceeds this amount

26. Setting effective goals in seven steps Step One Start with: The amount of money you raised in last year’s drive excluding gifts of $1,000 or more The number of donors who gave this money, excluding donors who gave zero to enter a contest or who gave $1,000 or more

27. Setting effective goals in seven steps Step Two Separate above numbers into: – One-time gifts – Monthly gifts Calculate avg. gift for each

28. Setting effective goals in seven steps Step Three Assume last year’s sustainers won’t give to this year’s drive Subtract them from donor and dollar totals

29. Setting effective goals in seven steps Step Four Add in some factors: Sustainer trajectory – new sustainers this drive Membership trajectory – is your station growing/close to full potential? New donor numbers Unusual circumstances such as election?

30. Setting effective goals in seven steps Step Five Apply your typical fulfillment rate for drives

31. Setting effective goals in seven steps Step Six If you ask for sustainer upgrades during your drive then factor this into your goal

32. Setting effective goals in seven steps Step Seven Account for donor history: Are you moving mail donors to drives? This will reduce response to mail

33. Sample drive Factors Last year’s drive: 2,000 donors, $200,000 Sustainers: 800/$95,000/$118.75 avg. gift One time: 1,200/$105,000/ $87.50 avg. gift $105,000 renewed from last year 40% of $ from sustainers = $55,125 out of $105,000 75% sustainer gifts fulfilled in FY = $41,343.75 30% new (600) /40% (240) new sustainers = $60,000 5 percent membership growth = $10,000

34. Sample drive goal $105,000 carried over from last year’s drive - $13,781.25 (sustainer dollars rolling into next yr. = $91,218.75 + $52,875 (total from new donors + $10,000 (5 percent membership dollar growth) = $154,093.75 goal

35. Spark Audience Building Project Fundraising Initiative

36. The Idea Behind Spark: Increase local listening (AQH) to Morning Edition by 10% year over year and drive local revenue. Specifically, tell a more compelling and consistent story about why someone should listen to Morning Edition one more time each week on a local station. Spark Growing Morning Edition AQH 10%

37. Why this matters now: Morning Edition is the bedrock of the public radio economy. Increase audience exposure to, and impact of, local content. Maintain premium local and national underwriting pricing. Increased AQH = future local membership support through greater station loyalty. Improve lead-in audience to local morning news/talk programs and other programs adjacent to Morning Edition. The more people we reach, the better we can fulfill our mission. Spark Growing Morning Edition AQH 10%

38. Today, the number of people tuning into Morning Edition each week is steady. The time spent with the program is not – AQH has been declining. Spark uses coordinated on-air promotion to remind people to listen to Morning Edition tomorrow. Spark Growing Morning Edition AQH 10%

39. Morning Edition Cume relatively flat, while AQH declines Source: © 2014 The Nielsen Company. Act 1 Systems based on Nielsen Audio, P12+. May not be quoted or reproduced without the prior written permission of Nielsen

40. How stations used the promos One promo an hour, every hour after ME through midnight on weekdays, and 6a-Midnight on weekends. Rotating daily's, taste & feel, and weeklies. Refreshing weeklies and taste feel spots as released. Spark Growing Morning Edition AQH 10%

41. Preliminary Results 90% of stations airing Morning Edition ran 100 Morning Edition promos a week from January 14 – June 30. About a promo every hour, every day. On-air promos were complimented in many markets with TV, social media and print ad support. May PPM numbers show 3% year-over-year AQH gains on participating PPM stations and June numbers will be available soon. Complete results, including diary markets, will be available for the PRPD conference this fall. January 14 – June 26, 2015 Spark Growing Morning Edition AQH 10%

42. Now what? Leverage giving from increased listening with SPARK Fundraising Spark Growing Morning Edition AQH 10%

43. The Upside Potential -- let’s do the math: AQH at a sample of 50 PPM stations grew from 519,800 in May 2014 to 536,100 in May 2015 That’s an increase in AQH of 16,300 Or, 15,548,000 annual listener hours Top PPM stations earn 5.19 cents NET per listener hour Total net revenue gain = $806,941

44. Spark Growing Morning Edition AQH 10% NPR / Greater Public / Station Collaborative Consistent messaging for six months On air and off Turn increased listening into more givers and dollars

45. Spark Growing Morning Edition AQH 10% NPR and Greater Public will provide: Spots Scripts Web presence Emails Social Media For fall and year-end

46. Spark Growing Morning Edition AQH 10% Sample script: Information is coming at us all the time, but in the deluge of tweets, blogs, posts and alerts coming at us 24 – seven what we’re missing out on too often is real journalism – journalism that helps focus us on what’s relevant and why it’s important. It’s why you turn to [STATION} and NPR news. If you find yourself listening more often these days, you just found a good reason to start making monthly contributions. [STATION} and NPR news need your financial support today to keep bringing you the journalism you’re counting on every day. Call {STATION PHONE] or give at [STATION WEBSITE].

47. Shut up and play the promos (BETA versions – project still in development) Fundraising Version of Spark Promo New Sagal Promos These and 5 MORE promos to be pushed September 1 st, in the Fall NPR Quarterly Fundraising Feed Spark Growing Morning Edition AQH 10%

48. Questions & help with implementation and to share your ideas! Kerry Thompson kthompson@npr.orgkthompson@npr.org or 202 513 2739 Jay Clayton jayclayton@comcast.netjayclayton@comcast.net or 617 584 6584 Izzi Smith ismith@npr.orgismith@npr.org or 202 513 2756 Scott Williams swilliams@rioradio,org Spark Growing Morning Edition AQH 10%