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Public Broadcaster Analysis



This is a competitive analysis that was created to look into the public broadcasting space as a whole. To research this project, I examined over more than 200 public broadcasters in both the U.S. and ...

This is a competitive analysis that was created to look into the public broadcasting space as a whole. To research this project, I examined over more than 200 public broadcasters in both the U.S. and Canada.



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Public Broadcaster Analysis Public Broadcaster Analysis Presentation Transcript

  • Public Broadcaster Analysis & Best Practices 1
  • This session is meant toencompass all of our users, not just our Partners, and how wecan leverage different tools to change users into Partners. 2
  • We will also look at the bigger picture, not just phase one (NetCommunity) but what we can do to further userstewardship and brand awareness 3
  • This is an opportunity for everyone to bring up ideas and suggestionsDraw from all of the webinars and seminars for online fundraising you’ve been to 4
  • Other PublicBroadcaster 5
  • { 6
  • •Where: Ontario, Canada•Age: 1970 (40 years)•Number of Viewers: 10M•Number of Annual Donors: 50,657•Annual Amount of Donations Received: $5.39M 7
  • •Where: Seattle, Washington•Age: 1954 (56 years)•Number of Viewers: 1.6M in WA, 828,000 in BC•Number of Annual Donors: 125,000•Annual Amount of Donations Received: $14.4M 8
  • •Where: Southern & Central California•Age: 1964 (46 years)•Number of Annual Donors: 20,000 9
  • •Where: Boston, Massachusetts•Age: 1955 (55 years)•Annual Amount of Donations Received: $22.9M 10
  • •Where: Northern California•Age: 1954 (56 years)•Number of Annual Donors: 200,000•Annual Amount of Donations Received: $37.7M 11
  • Criteria •User Accounts & Community {Four KeyAreas ofInterest •Social Media •About •Soliciting Supporters 12
  • User Accounts & Community 13
  • Event CalendarsPersonal Pages Weblogs/Blogs Polls/Surveys NetCommunity Giving History Team Fundraising Personalized Online Giving Options 14
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  • • Email subscriptions• My WGBH: ratings, favourite programs, events, etc.• Tailored content 16
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  • Complete profileincluding picture,personal bio, AIMaddress, favouriteshow, etc. 19
  • Interaction with other users (follow / followers)Recent activity of yourself and friends 20
  • Discussions 21
  • A communal space for users to share their thoughts, look up most favourited articles/media, and find users with similar tastes. 22
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  • Member’s Home Page: Many highlights and features for different areas of their online community. 25
  • Portfolio Page: Listing of stats; access to activities,messages, requests; overview of their fan it section. 26
  • fan it Page: Here we can see user stats, latest news (tweets), featured rewards, and the leaderboard. 27
  • NBC gives away points to usersfor performing tasks.Users gain points by:• spreading the word about theNBC community and shows• contributing to thecommunity’s content• spending time on their website 28
  • One of the best ways for users to gain points is by following/talking about NBC on Social Networks.This would be an extremely easy way to get our users to campaign for us and to spread our message to their friends and followers. 29
  • Another way that NBC users can gain points easily is by completing “challenges”.The challenges are for things like “watch this video and comment on it” or “watch this clip and share it on Social Networks”. 30
  • Now that their users areracking up points, what do they do with them? They purchase rewards (that look a lot like some of thebenefits that are found on our PIK special offers page).Currently they only have three tiers of rewards: 1250, 2500, 5000 points. 31
  • Leaderboard Only 118 users are over 1250 points. 475 users are aboveTop Three are the only 500 points.ones with over 10,000 points (2 t-shirts). 525 users are between 345-500 points (many pages left). 32
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  • Take AwaysBroad Integration with our Drupal websiteWe would significantly increase our: • user stewardship • brand awarenessLeverage gaming/rewards to get users to: • spend more time on our site • spread our message 34
  • Social Media 35
  • Where are they? 36
  • What are they doing? 37
  • What are they doing: On facebookWGBH created 32 photo albumsKQED solicits visitors with mobile giving 38
  • What are they doing:On their Website with facebook Facebook Recommendations Facebook Like with number of Fans 39
  • What are they doing:On their Website with facebook • User’s facebook Identity Facebook Connect • Friend Information • Distribution/Activity 40
  • What are they doing: On TwitterKQED created multipleTwitter feeds for thedifferent areas that theycover.Areas such as: politics,policy, arts & culture,food, general, etc. 41
  • What are they doing:On their Website with Twitter Integrated Twitter Feeds 42
  • What are they doing: On FlickrKCTS 9 has created 31 galleries (1765 photos in totals) 43
  • What are they doing: On their Website with FlickrPhoto CompetitionUsers submit photos and voteon their favouritesAs users upload/vote photos,their feeds are updated 44
  • What are they doing: On YouTubeEvery broadcaster had some form of YouTube channel. KQED had the most successful one by far with 5331 subscribers, better than all others by 5000 viewers. 45
  • What aren’t they doing: On Vimeo 46
  • Take AwaysMy recommendations:• facebook Recommendations• facebook Like• Flickr photos/galleries• Move into Vimeo, assuming we have content (needto get permission to display shorts / Arts Shuffle)Future recommendation:• Mobile Giving• Implement facebook Connect 47
  • What are they saying? 48
  • What are they saying? Many do what Knowledge does: rephrase the description that is on the website, add a link, and place it on multiple networks. } 49
  • What are they saying? 3,548 People Liked This. 50
  • What are they saying? 2,097 People Liked This. 51
  • What are they saying? 4,120 People Liked This. 52
  • What are they saying? Following: 467 People. Followers: 650 People. 53
  • What are they saying? Following: 2,290 People. Followers: 2,685 People. 54
  • Take AwaysRecommendations:• Different content from our website• Start conversations, whetherthey’re directly related to Knowledgeor not (interact with visitors)• Have different content on differentnetworks 55
  • What Organizations Say About Themselves 56
  • How they convey their message• Mission / Vision Statements• Letter from the CEO• Video explanation from the CEO prominently displayed all year 57
  • History and Timelines 58
  • Take AwaysWe already have a support Knowledge video, howeverit is hard (or impossible) to find. It should be moreprominent all year round.Visuals in our about section:Not just text!Most other broadcasters have a much larger Aboutsection. 59
  • Soliciting Supporters 60
  • Awareness &Donations 61
  • Creating Awareness One of Knowledges biggest hurdles is to make users aware that we are a nonprofit organization. 62
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  • Take Aways• Demonstrate visually that we rely onpartners and where their money is going(Pie Charts)• Video content explaining to visitorsthat we are a not-for-profit company• Create campaigns around getting acertain type of program 67
  • Tax Calculator Different WaysFund Allocation to Give Donations Types of Memberships Membership Incentives 68
  • Tax Calculator Handy tax calculator to help potential and current members find out how much of a tax credit they will receive. 69
  • Fund Allocation Most broadcasters indicated in some way how donations were spent 70
  • Membership Incentives• Magazine Subscription • Member-only hotline• Meet the Producers • Coupons• On-air pledge volunteer invitation • Discount Card 71
  • Different Ways to Give 100 Hole Golf Marathon — One broadcaster asked its members to participate if they were able to find 20 people each to sponsor them at $1 per hole. 72
  • Different Ways to GiveAmazon Associates — Purchasesomething through their link and apercentage is given to the broadcaster. Custom Credit Card — KQED convinced Capital One to donate $50 on first purchase and a percentage of subsequent purchases. 73
  • Different Ways to Give 74
  • Membership LevelsThree of the main Fivebroadcasters reviewedutilized membership levels. Two other types of memberships were “Dollar a Day” memberships and student memberships. 75
  • Membership Levels Green or Sustainable Memberships were a common theme among many broadcasters. • No paper receipts • Auto Renew memberships without any notices to save on mailings / paper • Green Gifts • Enhanced Guide using PDF or Flash 76
  • Electronic Guides 77
  • Take AwaysQuick/Easy to implement:• Tax calculator (simple Javascript)• Show Partners where their money goes• Amazon AssociatesHarder/Longer to implement:• Membership Levels (Raiser’s Edge)• Green Membership• Get Partners to fundraise for us• Discount Card / Coupons• Interactive Program Guide 78
  • Discussion 79