To increase stations
membership and net income
Michal Heiplik
Agenda
 Overview of goals
 National Reference File update
 Building scale (active projects)
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CDP participation
# of stations
% of audience
CDP Participants: 87 Stations & 78% of audience
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Station Advisory Group
Becky Chinn, OPB
Charlotte Albergetis, KPBS
Susan Dwyer, WGBH
Kelly McCullough, KAET
Don Derheim, KQED
Mary Kay Phelps, WETA
Jack Galmiche, KETC
David Preston, TPT
Anne Gleason, WTTW
Ellen Sinkinson, WNET
Shane Guiter, KLRU
Michael Zeller, KCPT
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CDP is necessary to help solve the critical
development issues all stations are confronting:
Declining
Prospects
Channel
Erosion
Lack of
Efficiency
20% over
Example text
last 8
years
Mail, TM,
Example text
Pledge,
Online?
Cohesive
Example text
Practices
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PTV stations deficit of $114m+ in ‘09/ ‘10
TV Station Operating Surplus (Deficit)
2009-2010
36% of stations
Budget
Surplus
Budget
Deficit
64% of stations
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Steady declines in membership
~500k donors lost since ‘06
0%
1%
-3%
-4%
1%
-2%
-4%
-8%
-2%
Rejoin
-5%
-7%
-9%
Additional
-13%
-16%
Renewal
-23%
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New
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CDP is a station-centric effort supported by the
MMG and CPB
National
Reference
Database
Stations
Quarterly
reports
focused on
high-yield
opportunities
National
projects with
local impact
Actionable
intelligence
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Reference File
• 37% of PB members imported
• TeamApproach:
- Import working: KUHT, OPB, KERA, KPBS, DPTV, MPT, TPT
- Station DB issues: WETA, WTTW
• RoundCause: WGBH, WGBY data received
• Allegiance & Memsys
- Final review completed
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Goals of CDP Reporting
ROAR REPORT
Show potential for specific station
Normalize data where possible
Deliver better practices and/or third-party option
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ROAR Report (Sample)
Metric*
Average
Station
Value
Best
Station
Value
Opportunity
@ Best Value
5-Year
Opportunity
@ Best Value
% Sustainers
4.3%
16.3%
$880,400
$4,402,000
% Matching Gift
Revenue
1.2%
3.3%
$210,000
$1,050,000
First Year On-air
Revenue
Retention
18.7%
31.9%
$245,520
$1,227,600
$1,335,920
$6,679,600
Total Potential
* Based on donorCentric Data from Target Analysis. 70 stations included.
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ROAR Report (Sample)
Metric*
Average
Station
Value
Best
Station
Value
Opportunity
@ Best Value
National Opportunity @
Best Value
% Sustainers
4.3%
16.3%
$880,400
$26,412,000
% Matching Gift
Revenue
1.2%
3.3%
$210,000
$6,300,000
First Year On-air
Revenue
Retention
18.7%
31.9%
$245,520
$7,365,600
$1,335,920
$40,077,600
Total Potential
* Based on donorCentric Data from Target Analysis. 70 stations included.
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Building Scale – Active Projects
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Station centric strategy and execution
Stations
National
Reference
File
CDP-driven
execution
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Better
Practices
Stations
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CDP progress: active projects
• Active projects
-Prospecting (Masterpiece, ARS…)
-Retention (Thank You calls)
-Sustainers
-Matching gifts
-Scale sourcing (acq campaign)
• Under review
-Vehicle donations
-Canvassing
-Data overlays and scoring
-Member benefits/clubs
-More prospecting opportunities
-Member Transfer
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Prospect file building
• First batch of names – Masterpiece contest
-722,501 entries -- 113,298 unique names
-92% self-localized to stations – other 7% localized by CDP
-Average list – 700 names (largest list 4,500 names)
• Names & addresses shared
• Communication strategy & assets included
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Creating synergies
Stations
CDP
• Engage with new
prospects
• Facilitate the most
efficient exchange of
ideas and practices
• Drive execution focused
on conversion
• Build relationships
• Convert to members
Building
value
for local
stations
National
Productions
Build prospect file for
promotion and
specialized content
delivery
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Thank You Calls – early results
@ 3 months
@ 6 months
Lift in retention
33%
56%
Increase follow-up revenue
44%
71%
$15.31
$20.64
Additional revenue per donor
X
# of on-air acquired
donors per year
$15.31
=
revenue per donor increase
program potential
• Houston learnings:
-Thank You calls are highly effective ($76K opportunity)
-Making Thank You calls is highly inefficient
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Thank You Calls (First In Market Testing)
• Rules for participation
-Script: Only modification allowed – station name and #
-Coding in membership database
• Data source – data from the Reference File
• Stations: TPT, OPB, KPBS, WTTW
 Execute on populations of 3 and 6 month donors
11K members in test
 Re-evaluate and correct  deploy more tests
 January – project evaluation
Result confirmation will lead to national project offer
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Corporate Matching
 Data normalized  practices led to results
 Impact:
-Increased Revenue & Revenue Retention
-Smoothed cash-flow
Corporate matching in Houston
#
$
Change
Avg.
FY10
1,028
$166,231
21%
$161
FY09
979
$137,941
4%
$140
FY08
977
$132,102
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$135
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Corporate Matching – CDP Solution
• Employer overlay
-Use of National Reference File to curb cost
• Discounted web-module
-Significant discount compared to HEP’s offering
-45% improvement in company listing
• Employer match mailing
-Simple copy approach – station-centric identity
Mail QTY
Breakeven RR
11,050
0.52%
$161
$9,250
Mail QTY
Est. RR
Avg. Gift
Est. Revenue
11,050
8%
$161
$142,323
Avg. Gift Break-Even Revenue
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Corporate Matching – CDP Solution
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Building Scale – Projects under review
PROJECTS INITIATED BY STATIONS
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Active Projects --Vehicle Donations
Revenue
Cost
Station Share
Net
Now
$
14,513
$
4,361
$
10,152
70%
CDP
$
14,513
$
2,550
$
11,963
82%
Savings
$
1,811
*in thousands
• Estimate is for CDP stations only
• Excluded assumptions
-Higher sales prices will likely be achieved
-Actual current cost is likely higher – averages
-Growth based on increased marketing/awareness
-Growth based on additional fundraising opportunities at
donation time
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Canvassing – Early Results
• Rocky Mountain PBS - 4 months of testing
• 34,866 doors knocked
• 3,085 contributions (8.8% RR)
-82% New Donors
-15% Rejoins
• Avg. Gift $58
• 16% sustainers
Cost per member: $5.97
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Concept -- CDP Checklists
• Checklist Concept
• CDP Checklist Approach
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CDP Checklists & Business cases
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Staying up-to-date
• Newsletter
• Let’s Chat webinars
• Topic-focused webinars
• …call Michal or Abby
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THANK YOU!
Collaborative
Michal Heiplik
michal_heiplik@wgbh.org
(617) 300 - 3217
CDPcommunity.org
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