It's Growing Season: Springtime Strategies to Cultivate Your Station's Digital Audience (Part I)
As the first signs of spring emerge, public media stations across the country should be planning their growth strategies—not just for their gardens, but for their digital audiences as well. Just as spring brings renewal and growth in nature, it's the time for stations to plant the seeds for future membership success.
In this first installment of our two-part series, we'll explore how stations of all sizes can leverage digital channels to cultivate new audiences that will blossom into loyal supporters during future fundraising drives. To do so, we’ll look at real-time case studies and breakdown proven approaches for stations of all types and sizes.
🌱Case Study: New Donor Acquisition in Small Markets
Focused, cost-effective use of digital distribution empower the smallest stations to achieve the same fundraising effectiveness as their largest counterparts
Connect with your existing consumers (of your shows, your content, your airwaves, your streams, etc.) to build the case for contributing.
Revisit our Giving Tuesday webinar and guide to walk through how to convert audience to sustaining members (applicable equally to any seasonal drive)
🌼Case Study: Effective Brand Marketing for Major Markets
Digital engagement tools enable all stations to continue a mission-centered dialogue with prospects long after initial connection.
Budget and strategize for “always-on” marketing between drives (growing season)
Investing internally in shortform video is imperative and resource-efficient
🌿PBS, KPIs, & Experimentation: Stay Tuned for Part II!
How do PBS stations build the top of their revenue funnel in the absence of written local new content?
What KPIs are most important in measuring and foretelling seasonal drive success later in the year? Which are useless or misleading?
Where and how should stations be experimenting? How can teams wisely allocate when budgets are so tight?
