Transcript
Page 1: Fiscal Year-End  Countdown Campaign

June 15th, 2010 – June 30th, 2010

FISCAL YEAR-END COUNTDOWN CAMPAIGN

Page 2: 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.

Page 3: Fiscal Year-End  Countdown Campaign

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

Page 4: Fiscal Year-End  Countdown Campaign

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

Page 5: Fiscal Year-End  Countdown Campaign

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

Page 6: Fiscal Year-End  Countdown Campaign

$$ - Countdown vs. June (45.2%)

June DriveCountdown

Pledges - Countdown vs. June (54.3%)

June DriveCountdown

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:

Page 7: Fiscal Year-End  Countdown Campaign

THE RESULTS:DATE PLEDGES DOLLARS AVERAGE GIFT

Tuesday, 6/15 21 $3,041 $145

Wednesday, 6/16 24 $2,290 $95

Thursday, 6/17 23 $4,065 $177

Friday, 6/18 37 $2,975 $80

Saturday, 6/19 19 $1,950 $103

Sunday, 6/20 21 $2,585 $123

Monday, 6/21 39 $6,430 $165

Tuesday, 6/22 35 $3,056 $87

Wednesday, 6/23 27 $2,590 $96

Thursday, 6/24 29 $3,393 $117

Friday, 6/25 42 $5,505 $131

Saturday, 6/26 27 $2,305 $85

Sunday, 6/27 28 $2,942 $105

Monday, 6/28 30 $2,587 $86

Tuesday, 6/29 21 $2,515 $120

Wednesday, 6/30 41 $6,620 $161

Page 8: Fiscal Year-End  Countdown Campaign

CONTACT:

Kevin Raubenolt

Manager, On-Air Fundraising

Arizona Public Media

(520) 621-3899

[email protected]