KUT Public Radio: Spring Pledge Drive Generates 106 Percent Increase In Online Donations

Strong Results From Spring 2002 Pledge Drive

Initial results for the Spring 2002 pledge drive show that online donations increased 106 percent over the previous year's spring campaign, with $83,963 raised online this year.  The percentage of online pledges also edged up from the Fall 2001 drive -- from 14 percent to 16 percent.  Especially significant was the high-dollar amount of online gifts during the spring campaign.   During the nine-day push, four $1,000 dollar gifts and one $5,000 dollar gift came in over the Internet.  "We are always amazed that people will pledge at this level online," said KUT-FM's Marketing and Development Director, Sylvia Carson.

Tactics that made the campaign successful included:

• Actively promoting the Web site in all on-air appeals; 
• Recognizing online donors on-air distinctly from call-in donors;
• Prominently positioning donation opportunities on the station's Web site; 
• Proactively collecting email addresses for the station's e-newsletter during pledge calls;

KUT made a commitment to integrate on-air "asks" with an online marketing and fundraising strategy.  During on-air calls-to-action, staff encouraged listeners to call and/or visit the Web site to make contributions. The station prompted Web site visitors to take action by providing a highly visible pledge link on the station's home page.  The station also sent online donors personalized "thank-you" emails as well as individual receipts for tax purposes.  The result: KUT has expanded its ability to connect with listeners through the Internet, enabling the station to exceed its fundraising goals while also reducing the duration of the spring pledge drive.

Background

In March 2001, KUT launched a new Web site and constituent relationship management (CRM) system, powered by Convio. The station's goals were to: 1) update content on a daily basis; 2) build its email house file; 3) reduce mailing costs; and 4) raise funds online. 

Content Updates

Today, KUT updates content on a daily basis using Web content management tools.  Non-technical development and marketing staff are able to change content on pages and add new pages without requiring any technical assistance.

Fig. 1 KUT.org homepage May 2002

Email File and Reduction in Mailing Costs

KUT didn't have any constituent email addresses in March 2001. The station used a series of tactics to grow its file, including: online registration; encouraging people to forward messages to friends; capturing new email addresses during pledge calls; and prompting registration as people participated in online surveys.  With the newly developed email file of 2,028 constituents, KUT tested its first email newsletter.  The newsletter proved to be a popular communication vehicle and more people subscribed.  Subscribers would often forward the newsletter to friends.  Within 45 days, the station grew its email file to 3,281.  By September 2001, the organization had grown its email file to 7,000 email addresses, and decided to eliminate its monthly paper newsletter, saving more than $80,000 per year in printing and mailing costs.  Today, the organization has more than 8,156 e-newsletter subscribers more than three times the size of its direct mail house file (membership).

Fig. 2 KUT e-newsletter

Online Fundraising Prior to the 2002 Spring Pledge Drive

Now, with a sizeable file of constituent email addresses, KUT made online giving a core component of its annual Fall 2001 pledge drive.  The goal was to raise 25 percent more funds in 25 percent less time -- a benefit for listeners who otherwise would have to listen to more on-air soliciting versus regular programming.  The station raised $600,000, with more than 14 percent coming in online twice the amount that KUT had raised in the previous pledge drive six months earlier before launching its Convio-powered Web site and email newsletter.   Additionally, KUT increased the average number of registrants (people signing up for its e-newsletter) from 360 a month to 1,460 per month more than a 300 percent increase -- after adding quick registration in October 2001 and actively promoting the Web site during on-air solicitations.

Summary

KUT has successfully integrated Internet technologies with its offline, direct marketing activities. The station's use of  robust online tools has produced strong results in a relatively brief period of time.  By leveraging the Internet, KUT has created another channel for initiating relationships with new supporters and efficiently raising money.  The station also has reduced mailing costs and shortened the duration of on-air pledge drives.