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SIP Task Force Update
Round Robin – Crystal CityNovember 7, 2006
SIP Task Force SIP Task Force
Created at the direction of the Member Services Committee of the PBS Board
Stemming from a discussion of Member Services Survey: FY 05’s SIP’s Importance vs. Satisfaction gap
Member Services Committee reviewed and approved:
Task Force Members Purpose Statement Timeline
Member Services Survey SIP Programming:Imp. Sat. Gap
FY 05 4.25 2.56 -1.69FY 06 4.41 2.62 -1.79
SIP Task Force SIP Task Force - Members
Steve Bass – OPB Terrell Cass - WLIW *Mary Ann Donahue – WNET Cynthia Fenneman – American Public Television Joyce Herring – KACV (PBS Board Member) Kelly McCullough – KAET * **Susan Moritz – IPTV (DAC Chair) *Mike Seymour- The Programming Service Allan Pizzatto -- Alabama PTV (OSBE Chair) Rick Schneider – WPBT (PBS Board Member) * **Daren Winckel - WGBY (DAC Member)
*overlaps with Pledge Programming Advisory Committee** overlaps with DAC
SIP Task Force PBS Staff
Sylvia Bennett John Boland Wayne Godwin Paula Kerger Rick Lore Gustavo Sagastume Beth Suarez Beth Walsh John Wilson
SIP Task Force
SIP Task Force Draft Purpose StatementThe purpose of the SIP Task Force is to
examine the role PBS Fundraising Programming (SIP) plays in its client stations’ fundraising efforts.
Its chief purpose will be to recommend new measures of success for SIP and develop strategic recommendations to achieve those measures.
SIP Task Force
SIP Task Force Draft Purpose StatementThis work goes beyond programming to
include other areas such as scheduling, messaging, lifetime value of a member, and net vs. gross revenue from on-air pledge.
And recognizing that pledge is a collaborative effort between PBS and the stations, the Task Force will also examine the factors within control of the stations to maximize the benefit of SIP Programming in their over-all development efforts.
SIP Task Force
SIP Task Force Timeline Task Force Meetings in May, July, & Sept. 2006. Early preview & feedback Development
Conference Draft recommendations shared and feedback
received at PBS/CPB Round Robins Final Task Force recommendations to the Content
Policy Committee of PBS Board January 2007. Incorporated into FY08 PBS Plan & Budget for
system-wide feedback March 2007 New measures employed beginning (FY08)
SIP Task Force FY06 reported a record high ~$151MM
pledged on-air
Pledge minutes & days pledged were down slightly
SIP programs account for approx. 70% of pledge dollars raised
FY06 Pledge Stats:Gross Dollars up 5%Minutes down 5%Days down 1%
SIP Task Force
Why isn’t $151,000,000+ more “satisfying?”
Gross dollars are increasing, but the margin appears to be shrinking…
Renewal of pledge-acquired members is down (averaging 21% first-year renewal rate)
Traditional vs. Big Premium/Event Programs: question of effect on retention?
How do we strike a balance?Margin depends on cost of premium and pledge level. Tickets and bundled premiums tend to drive the margin down and the net up. How?
60% of $300 nets you more than 80% of $100 ($180 vs. $80)
SIP Task Force SIP’s Old Goal:
7 to 1 Return on Investment (Gross) SIP’s New Proposed Goals:
Adjusted Gross Revenue (AGR) ROI Target for SIP Portfolio
% of Programs that attract retainable members Qualitative Measures for Pledge Message Member Services Survey – Importance vs.
Satisfaction (old measure, new results!)
AGR= Pledge Level – (premium cost and S&H)
SIP Task Force Adjusted Gross Revenue Return On
Investment Goal for SIP Portfolio Replace old 7 to 1 gross *SIP’s Current AGR ROI is 10.5 to 1 What should it be?
*~$151 million x 70% (avg. % attributed to SIP programs) x 85% (avg. Adjusted Gross Revenue margin) = ~$90MM return on a program investment of ~$8.5MM = 10.5 to 1 AGR ROI
SIP Task Force % of Programs that attract
retainable members Pledge programs need to acquire new,
“renewable” members To what degree do certain pledge programs
attract “renewable” vs. “non-renewable” members? Research to come…
What is the appropriate accountability for SIP when it comes to member retention?
•FY05 renewal rate of 1st year on-air acquired members = 21% (FY01 24%)•Direct mail acquired members = 48%.•Direct mail acquisition response rates have dropped below ~1%.
SIP Task Force Qualitative Measures for Pledge
Message SIP Station Survey
What does the client think? Qualitative Audience Research
Focus groups, in-depth interviews, etc… Establish Baseline, set goals, track results Applies only to SIP commissioned pledge
eventsEven a “good” program & message can go “bad” if overly-repeated. The stations’ schedule plays a big part in how the message is received.
SIP Task Force Member Services Survey – Importance
vs. Satisfaction (old measure, new results!) If successful, the gap between Importance &
Satisfaction should narrow… Or will it? Are the system’s expectations of pledge
satiable?Short term: Increase satisfaction with SIPLong term: Lower importance of pledge in
overall fundraising mix
SIP Task Force In addition to new measures, the SIP
Task Force will make recommendations Areas for additional research
Target analysis of lifetime value of member & program pledged correlation
Connect to CPB’s Prime Time Research Best Practices
Station goal setting “True net” calculation template Schedule considerations The real cost/benefit of tickets as premiums Quality Pledge Message more
SIP and Stations have a shared responsibility for optimizing on-air pledge.
SIP Task Force
Discussion/Feedback Questions/Answers
The Task Force needs to hear from you to make sure we’re headed in the right direction…
SIP Task Force Update
Round Robin – Crystal CityNovember 7, 2006