June 15th, 2010 – June 30th, 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
$$ - 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:
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
CONTACT:
Kevin Raubenolt
Manager, On-Air Fundraising
Arizona Public Media
(520) 621-3899