There’s an old blackout sketch at Chicago’s famed Second City Theater. A smiling, congenial host asks viewers to please donate to Channel 11, the city’s public television station. A little later, the host isn’t quite as friendly when he asks for money. The next time out, he’s a raging psycho threatening to kill a frightened child unless viewers call in their donations immediately!
Happily in real life, getting dangerously one-on-one with the Big Bird set isn’t part of WTTW’s member relationship strategy. But the station is building individual bonds with members of its Founders’ Society, a program of planned and estate giving run by WTTW’s development division.
While station members with significant donation histories are targeted for Society membership, deep-pocketed donors aren’t the only potential candidates.
“People who give planned gifts aren’t necessarily those who have large amounts of money so it’s really important to reach out to all kinds of people,” says Wendy Irvine, director of the Society, which was founded in 1995. “I have relationships with everyone who is in the Founders’ Society, about 75 members. I have at one point met with them personally or at least talked with them on the phone and written letters.”
ON-AIR APPEALS
Society members are prospected during on-air appeals, as well as telephone calls and personal meetings. The largest single donation to date was a $625,000 endowment for children’s programming from A. Watson Armour III of Chicago’s famed meatpacking clan. Total donations to the Society average between $100,000 and $300,000 annually.
“It takes a five-year commitment before you start to see a return on what you put in marketing,” says Irvine. “However, we’ve already seen a nice increase in the amount of planned gifts we get, but feel the best is yet to come.”
As with PBS stations in general, on-air pledge drives are the most visible component of Channel 11’s fundraising efforts. The initial donation from a member is more of a “transaction” where people are “buying” a specific premium offered, rather than simply donating money, notes Nancy Pearson, director of marketing of WTTW. Personalized follow-ups by phone – rather than broad-based appeals – have proven effective in renewing members and growing their loyalty to the station.
“We test various appeals but it really comes back to providing quality television,” says Pearson. Consequently, WTTW pays close attention to viewer interests. Each member receives a survey asking general preferences, as well as favorite shows on Channel 11. This information is catalogued in a database, and when a program of interest is scheduled, WTTW sends out a “reminder” postcard.
WTTW has various levels of giving. Basic membership begins at $40. There are two mid-level memberships: the Producer’s Circle at $100 to $249, and the Satellite Council from $240 to $499. Major donors are considered anything from $500 on up. However, the majority of Channel 11 members average a $54 donation. “Because we have such a wide variety of programming, our donor profile is quite varied,” says Pearson. “We obviously have a lot of the 55-plus age group, who tend to be more philanthropic. But we do have a large number families with children.”
All WTTW members receive the monthly Eleven magazine, which features a programming schedule and information about exclusive events billed as “special perks for WTTW members only.” Events range from discount theater tickets to the annual “Family Day” at Brookfield Zoo in Chicago’s western suburbs. Members giving at higher levels are invited to special tours, receptions and other events at the Channel 11 studios.
In addition to regular member benefits, Founders’ Society donors are invited to special seminars on retirement and estate planning conducted by an attorney or bank representative.
Long range, WTTW plans to incorporate its Web site (www.wttw.org) into its relationship building efforts. The station is currently updating the site and its database for increased one-to-one potential.
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