This is a competitive analysis that was created to look into the public broadcasting space as a whole. To research this project, I examined over more than 200 public broadcasters in both the U.S. and Canada.
2. This session is meant to
encompass all of our users, not
just our Partners, and how we
can leverage different tools to
change users into Partners.
2
3. We will also look at the bigger
picture, not just phase one
(NetCommunity) but what we
can do to further user
stewardship and brand awareness
3
4. This is an opportunity for
everyone to bring up ideas and
suggestions
Draw from all of the webinars and
seminars for online fundraising
you’ve been to
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7. •Where: Ontario, Canada
•Age: 1970 (40 years)
•Number of Viewers: 10M
•Number of Annual Donors: 50,657
•Annual Amount of Donations Received: $5.39M
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8. •Where: Seattle, Washington
•Age: 1954 (56 years)
•Number of Viewers: 1.6M in WA, 828,000 in BC
•Number of Annual Donors: 125,000
•Annual Amount of Donations Received: $14.4M
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9. •Where: Southern & Central California
•Age: 1964 (46 years)
•Number of Annual Donors: 20,000
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25. Member’s Home Page: Many highlights and features
for different areas of their online community.
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26. Portfolio Page: Listing of stats; access to activities,
messages, requests; overview of their fan it section.
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27. fan it Page: Here we can see user stats, latest news
(tweets), featured rewards, and the leaderboard.
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28. NBC gives away points to users
for performing tasks.
Users gain points by:
• spreading the word about the
NBC community and shows
• contributing to the
community’s content
• spending time on their website
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29. One of the best ways for users to gain points is by
following/talking about NBC on Social Networks.
This would be an extremely easy way to get our users
to campaign for us and to spread our message to
their friends and followers.
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30. Another way that NBC users
can gain points easily is by
completing “challenges”.
The challenges are for things
like “watch this video and
comment on it” or “watch
this clip and share it on
Social Networks”.
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31. Now that their users are
racking up points, what do they
do with them?
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They purchase rewards (that
look a lot like some of the
benefits that are found on our
PIK special offers page).
Currently they only have three
tiers of rewards: 1250, 2500,
5000 points.
32. Leaderboard
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Top Three are the only
ones with over 10,000
points (2 t-shirts).
475 users are above
500 points.
525 users are between
345-500 points
(many pages left).
Only 118 users are
over 1250 points.
34. Take Aways
Broad Integration with our Drupal website
We would significantly increase our:
• user stewardship
• brand awareness
Leverage gaming/rewards to get users to:
• spend more time on our site
• spread our message
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38. What are they doing:
On facebook
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WGBH created 32 photo albums
KQED solicits visitors with mobile giving
39. What are they doing:
On their Website with facebook
Facebook Like with number of Fans
Facebook Recommendations
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40. What are they doing:
On their Website with facebook
Facebook Connect
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• User’s facebook Identity
• Friend Information
• Distribution/Activity
41. What are they doing:
On Twitter
KQED created multiple
Twitter feeds for the
different areas that they
cover.
Areas such as: politics,
policy, arts & culture,
food, general, etc.
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42. What are they doing:
On their Website with Twitter
Integrated
Twitter
Feeds
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43. What are they doing:
On Flickr
KCTS 9 has created 31 galleries (1765 photos in totals)
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44. What are they doing:
On their Website with Flickr
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Photo Competition
Users submit photos and vote
on their favourites
As users upload/vote photos,
their feeds are updated
45. What are they doing:
On YouTube
Every broadcaster had some form of YouTube channel.
KQED had the most successful one by far with 5331
subscribers, better than all others by 5000 viewers.
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47. Take Aways
My recommendations:
• facebook Recommendations
• facebook Like
• Flickr photos/galleries
• Move into Vimeo, assuming we have content (need
to get permission to display shorts / Arts Shuffle)
Future recommendation:
• Mobile Giving
• Implement facebook Connect
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49. What are they saying?
Many do what Knowledge does: rephrase the
description that is on the website, add a link, and
place it on multiple networks.
} 49
53. What are they saying?
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Following: 467 People.
Followers: 650 People.
54. What are they saying?
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Following: 2,290 People.
Followers: 2,685 People.
55. Take Aways
Recommendations:
• Different content from our website
• Start conversations, whether
they’re directly related to Knowledge
or not (interact with visitors)
• Have different content on different
networks
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57. How they convey their message
• Mission / Vision Statements
• Letter from the CEO
• Video explanation from the CEO prominently
displayed all year
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59. Take Aways
We already have a support Knowledge video, however
it is hard (or impossible) to find. It should be more
prominent all year round.
Visuals in our about section:
Not just text!
Most other broadcasters have a much larger About
section.
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67. Take Aways
• Demonstrate visually that we rely on
partners and where their money is going
(Pie Charts)
• Video content explaining to visitors
that we are a not-for-profit company
• Create campaigns around getting a
certain type of program
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72. Different Ways to Give
100 Hole Golf Marathon — One broadcaster asked
its members to participate if they were able to find
20 people each to sponsor them at $1 per hole.
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73. Different Ways to Give
Amazon Associates — Purchase
something through their link and a
percentage is given to the broadcaster.
Custom Credit Card — KQED convinced
Capital One to donate $50 on first
purchase and a percentage of
subsequent purchases.
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75. Membership Levels
Three of the main Five
broadcasters reviewed
utilized membership levels.
Two other types of
memberships were “Dollar a
Day” memberships and
student memberships.
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76. Green or Sustainable Memberships were a
common theme among many broadcasters.
• No paper receipts
• Auto Renew memberships without any
notices to save on mailings / paper
• Green Gifts
• Enhanced Guide using PDF or Flash
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Membership Levels
78. Take Aways
Quick/Easy to implement:
• Tax calculator (simple Javascript)
• Show Partners where their money goes
• Amazon Associates
Harder/Longer to implement:
• Membership Levels (Raiser’s Edge)
• Green Membership
• Get Partners to fundraise for us
• Discount Card / Coupons
• Interactive Program Guide
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