PBS Fundraising Programming Update and Pipeline · PDF filePBS Fundraising Programming Update...

Click here to load reader

  • date post

    31-Jan-2018
  • Category

    Documents

  • view

    214
  • download

    0

Embed Size (px)

Transcript of PBS Fundraising Programming Update and Pipeline · PDF filePBS Fundraising Programming Update...

  • PBS Fundraising ProgrammingUpdate and Pipeline

    Joe Campbell, PBS Fundraising ProgrammingRudy Casillas, PBS Fundraising Programming

    August 12, 2016

  • August 20152014 2015 Change

    Dollars 26,246,097 25,871,298 -1.5 Pledges 166,857

    154,707 -7.2%

    Avg. Pledge $157.30 $167.23 +6.3%

  • Top Performers August 2016Downton Abbey Rediscovered (repack) $2,490,922Suze Ormans Financial Solutions For You $1,803,283Ken Burns: The Civil War (all versions) $1,446,705Simon & Garfunkel: Concert in Central Park $954,501Il Volo: Live from Pompeii $729,051

  • Top Sustainers August 2016Dr. Christiane Northrup Glorious Women 42.54%Dr. Fuhrmans End Dieting Forever! 42.25%Suze Ormans Financial Solutions For You 37.75%African Americans: Many Rivers to Cross 34.65%Downton Abbey (series) 31.41%

    (Minimum 500 Sustaining Donations)

  • December 20152014 2015 Change

    Dollars 33,450,234 31,827,054 -4.9%

    Pledges 214,290 192,826 -10.1%

    Avg. Pledge $156.10 $165.06 +5.5%

  • Top Performers December 2015Salute to Downton Abbey $2,032,482Suze Ormans Financial Solutions $1,453,898Grt. Perf Andrea Bocelli: Cinema $1,235,039Josh Groban: Stages Live $ 731,056Songbook Standards $ 546,494

  • Top Sustainers December 2015Suze Ormans Financial Solutions For You 37.07%Dr. Fuhrmans End Dieting Forever! 36.19%Dr. Wayne Dyer: I Can See Clearly Now 34.95%Eric Clapton: Slowhand at 70 34.90%Salute to Downton Abbey 27.52%

  • March 20162015 2016 Change

    Dollars 42,141,824 39,300,570 -6.8%

    Pledges 260,065 221,628 -14.8%

    Avg. Pledge $162.04 $177.33 +8.7%

  • Top Performers March 2016This Land is Your Land $1,997,581Suze Ormans Financial Solutions $1,751,284Downton Abbey Season 6 Finale $1,466,403BAFTA Celebrates Downton Abbey $1,131,231Forever Wisdom of Dr. Wayne Dyer $ 777,093

  • Top Sustainers March 2016Many Rivers to Cross 37.54%Downton Abbey Marathon 36.27%Suze Ormans Financial Solutions for You! 36.25%Joy Bauers Junk Food to Joy Food 35.92%Forever Wisdom of Dr. Wayne Dyer 34.36%

  • June 20162015 2016 Change

    Dollars 21,075,499 18,574,383 -11.9%

    Pledges 133,978 114,110 -14.9%

    Avg. Pledge $157.31 $162.78 +3.3%

  • Top Performers June 2016The Highwaymen Live at Nassau $1,036,115Suze Ormans Financial Solutions For You $ 897,425Carole Burnetts Favorite Sketches $ 799,908Rhythm and Blues 40 A Soul Spectacular $ 780,757This Land is Your Land $ 712,651

  • Top Sustainers June 2016Suze Ormans Financial Solutions For You 40.35%African Americans: Many Rivers to Cross 38.56%Rhythm and Blues 40: A Soul Spectacular 31.72%Eat to Live with Joel Fuhrman MD 31.17%Stronger Bones, Longer Life 30.83%

  • FY2015 - FY20162015 2016 Change

    Dollars 122,913,654 115,573,305 -6.0%

    Pledges 775,190 683,271 -11.9%

    Avg. Pledge $158.56 $169.15 +6.3%

  • Top Performers Released in FY2016Downton Abbey Rediscovered $2,807,320Salute to Downton Abbey $2,353,370Great Perf. Andrea Bocelli: Cinema $2,050,025This Land Is Your Land $2,000,531Ken Burns The Civil War $1,880,012

  • Top Sustainers Released in FY2016Dr. Christiane Northrup Glorious Women 38.53%Dr. Wayne Dyer: I Can See Clearly Now 36.39%Suze Ormans Financial Solutions For You 35.33%Joy Bauers Junk Food to Joy Food 35.27%Dr. Fuhrmans End Dieting Forever! 35.23%

    (Minimum 500 Sustaining Donations)

  • Top Performers in Rights FY2016Suze Ormans Financial Solutions For You$5,627,036Downton Abbey Rediscovered $2,807,320Salute to Downton Abbey $2,353,370Andrea Bocelli: Cinema $2,050,025This Land Is Your Land $2,000,531

  • Pledges Sustainers %

    Suze Ormans Financial Solutions 110,223 18,929 17%Many Rivers to Cross 42,182 7,304 17%Downton Abbey (series) 37,097 5,614 15%Dr. Fuhrmans End Dieting Forever! 24,929 3,823 15%Downton Abbey Rediscovered 12,829 3,028 24%

    Top Sustainers Since InceptionSorted by Number of Sustainers

  • Top Sustainers Since InceptionSorted by Percentage of Sustainers

    Pledges Sustainers %

    Forever Wisdom of Wayne Dyer 5,333 1,481 28%R&B 40 A Soul Spectacular 4,190 1,159 28%BAFTA Celebrates Downton Abbey 4,965 1,336 27%Eat to Live w/Dr. Fuhrman 5,697 1,468 26%Salute to Downton Abbey 11,382 2,706 24%

  • Sustainer Update

  • Sustainer UpdateTop Takeaways: The retention rate of pledge acquired donors in last 5 years has

    doubled. The two main contributing factors:

    Sustainers in virtualsThank you calls to one-time donors at most stations

    Participation of sustainers in TV drives has grown almost 10-fold in 5 years

    Average sustainer revenue retention is 87%

  • Sustainer Update

    05

    1015202530354045

    2012 2013 2014 2015

    % Sustainer Revenue% Sustainer Donors

  • Sustainer Update

    05

    1015202530354045

    2012 2013 2014 2015

    First Year DonorRetentionFirst Year RevenueRetention

  • Sustainer Update Fine Tuning: Research!

  • Sustainer Update 20,900 Invitations 3.2% Response Rate Sampled 4 roll-ins and one pledge pitch What did we learn Preliminary Results!

  • Sustainer Update Awareness of sustaining membership is high

    88% of sample said that their station offers sustaining memberships.

    They understand what were asking them to do during the pledge break 86% said that they: understand completely.

  • Sustainer Update Informed Needed Philanthropic Enthusiastic Annoyed

  • Sustainer Update

  • Downton AbbeyPledge Programming

    May 2016

  • Downton Abbey Pledge Programming Countdown to Downton Abbey Sun Jan 3, 8 pm

    Designed to create excitement and build audience into the Season 6 premiere, the program was comprised of footage from various sources, including BAFTAs salute and even Downton parodies. Two 15-second support messages included.

    Downton Abbey: A Celebration Sun Jan 3, 10:15 pm Broadcast immediately following the premiere. Clip show with a mix of content and

    three pledge breaks.

    BAFTA Celebrates Downton Abbey Sun Mar 6, 8 pm Produced by ITV, featured series highlights as well as anecdotes from cast and producers,

    culminating in an award presented to cast and crew. 10 minute, mid-program break.

    Downton Abbey, Season 6 Finale Sun Mar 6, 9 pm At the close of the finale, a 20-minute pledge break offered viewers an opportunity to

    collect the entire Downton series as well as a number of other thank you gifts.

    30

    Prem

    iere

    Nig

    htFi

    nale

    Nig

    ht

  • DVR Playback of Downton Pledge Content

    2.74

    5.58

    1.55 2.02

    4.04

    0.64

    2.95

    0.470.30

    2.43

    3.38

    8.52

    2.02 2.32

    6.47

    19%23% 13%

    0.00

    2.00

    4.00

    6.00

    8.00

    10.00

    COUNTDOWN TODOWNTON ABBEY

    DOWNTON ABBEYS6 PREMIERE

    DOWNTON ABBEY:A CELEBRATION

    BAFTA CELEBRATESDOWNTON ABBEY

    DOWNTON ABBEYS6 FINALE

    Downton Abbey Pledge Content Live and DVR Ratings - HHs

    DVR AA%

    Live AA%35%

    37%

    31

    While DVR viewing was key to Downton Abbeys success in Season 6, far fewer households recorded the pledge specials for later playback.

    The end result is that larger proportions watched these programs live, a positive result given the propensity of DVR viewers to skip over pledge content.

    Premiere Night Finale Night

  • DOWNTON ABBEY: S6 PREMIERE NIGHTSUNDAY, JANUARY 3, 2016

    32

  • Downton Abbey S6 Premiere Night Ratings January 3rd was a blockbuster night on PBS, with the three Downton-themed

    programs teaming up to create PBSs highest rated night of the season-to-date.

    33

    2.74 Average

    5.58 Average

    1.48 Average

    0.00

    1.00

    2.00

    3.00

    4.00

    5.00

    6.00

    7.00

    8:00 PM 8:15 PM 8:30 PM 8:45 PM 9:00 PM 9:15 PM 9:30 PM 9:45 PM 10:00 PM 10:15 PM 10:30 PM 10:45 PM

    HH R

    atin

    g

    Minute of Program

    Downton Abbey Season 6 Premiere Night Minute by Minute RatingsSunday, Jan 3/Live Only/Households

    Countdown to Downton Abbey Downton Abbey Season 6 Premiere Downton Abbey: A Celebration

    85% of HHs who watched Countdown Live crossed over to the S6 Premiere

    35% of HHs who watched S6 Premiere Live crossed over to Celebration

  • Countdown Provided a Strong Lead-in The specially-constructed Countdown to Downton Abbey special presentation

    showed that live viewers stayed in their seats ahead of the season 6 premiere. 81% of all viewers watched this program on a live basis.

    34

    0.00

    0.50

    1.00

    1.50

    2.00

    2.50

    3.00

    3.50

    4.00

    4.50

    8:00 PM 8:05 PM 8:10 PM 8:15 PM 8:20 PM 8:25 PM 8:30 PM 8:35 PM 8:40 PM 8:45 PM 8:50 PM 8:55 PM

    HH R

    atin

    g

    Minute of Program

    Countdown to Downton Abbey Minute by Minute RatingsSunday, Jan 3 at 8 pm/Live & DVR/Households

    Live Viewers

    DVR Viewers

    3:14 promo began at 54:49

    P Kergers toast at 58:45

    DVR viewers hit at the promo start

  • Downton Abbey: A Celebration The post-premiere clip show did a respectable job of holding onto Downton Live viewers, with

    primetime-sized audiences seeing each of the pledge breaks. DVR viewers tended to skip the pledge breaks but return afterward.

    35

    45%Drop 60%

    Drop58%Drop

    16%Drop

    26%Drop 15%

    Drop

    0.00

    0.50

    1.00

    1.50

    2.00

    2.50

    10:15 PM 10:20 PM 10