Making sense of renewals
We’re helping PBS and NPR stations across the country set up and grow their monthly sustainer programs. But we can’t forget traditional donors whose annual gifts pay for so much programming.
At two Phoenix stations—KJZZ and K-BACH—we successfully migrated from a conventional monthly-expire renewal timetable to a single, calendar-annual cycle. Next, we developed additional gift campaigns to take advantage of economies of scale and a less cluttered fundraising calendar. The station saved money, and their listeners responded well to the simpler renewal program.