Professional Documents
Culture Documents
Notes On Digital Media Talk
Notes On Digital Media Talk
Slide 1
Slide 2
Slide 3
PBS Membership grow same rate, but catching up - Less than 10%
Slide 4
KLRU’s online revenue has grow from $118,000 to $700,000/yr since 2005
I want to show you the key innovation that made 30% possible
Slide 5
Our online fundraising during pledge was confusing...the experience lacked a focused context
Pledge is all about Content put into Context
Slide 6
Study - 67% of people like me surf and watch TV at the same time
We wanted to create a way of web giving that mirrored what the viewer was seeing on TV
Slide 7
We partnered with a start-up called Kimbia – quick and easy donation forms
All forms have add gift level & a no thank you gift option
no gift form still brings in 12% Contextual forms the other 18%
Slide 8
Google calendar that places the right graphic on the home page at the right time
Even easier to find and give when donor is enjoying our content
Slide 9
The Obama campaign didn’t invent anything new, but they understood power of
context
Supporters Shared their interests – the environment – the economy – healthcare - education
And the campaign provided content and asked for support of each group using that context
Slide 10
A donor watches and supports us because of they love science and Nova
We need to know that – then ask for their support through the context of science and Nova
Slide 11
Membership model based not based on specific content and specific context
It’s grouping all our contexts together and saying isn’t it nice that we do all this stuff.
Not saying love of the institution of PBS is not a context - but it’s only one of many
Slide 12
The platforms and tools we are talking about today can help us understand our audience
By communicating with them we gather the data we need to create meaningful contexts
We can use the same tools to help our audience advocate and fundraise for us
Slide 13
The Obama campaign taught us that the support is out there - they didn’t know it would work -
They were desperate!
Slide 14
Each person has multiple platforms and tools to enjoy and share content
Almost all of these people love PBS and want it to grow and thrive
Roper Poll - PBS is the 2nd best use of tax dollars behind national defense - ahead of public
schools.