internet fundraising and member services for public television
TRANSCRIPT
Internet Fundraising and Member Services for Public Television
Agenda
• AppNet: background, overview, clients• Trends and Principles• Strategic Audit Approach• Results -- The Good News• The Opportunities and Recommendations
– Navigation and Design
– Engagement
– Fundraising
– Members-only Area
AppNet Overview
We are the first true single-source e-business solutions firm, designed that way from the ground up
AppNet Overview
• Public Company (NASDAQ: APNT)
• 1999 Revenue: ~$100 Million
• More than 850 professionals
• 14 US offices; 2 international offices
• Two e-commerce outsourcing centers
• Customer base:– Industry leader in non-profit internet solutions
development– 4 years experience in developing innovative approaches
to online education, advocacy, and fundraising
• 47 Fortune 500 customers, more than 250 total customers
A Few Clients...
The Principles
• Capture Attention– ease of use and navigation
– dynamic content
– interactive functionality
• Drive to Action– strong messages
– push content and actions to user
– clear paths to action
– build email subscriber lists
• Nurture Interest– e-Communications and online offerings
– close the loop on actions
– tease to next action
The Approach
• Audited 4 sites: WGBH, WHYY, WNET, WSPX• Evaluated key ingredients
– design
– navigation
– content
– member services
– community building
– fundraising
– transactions
– performance
• Identified trends• Made recommendations
Overall Results: The Good News
Some sites had:– Well branded designs (WNET)
– Clear and consistent navigation paths (WHYY)
– Rich content• on site (WGBH)• through links (WSPX)
– Solid efforts on member education• information about benefits (WNET)• information about services (WSPX)• case for financial need (WHYY)
– Good site speed and performance
– Limited Web-enabled fundraising
Opportunities: Design and Navigation
• Clean, high visual impact designs• Consistency in navigation bars
– homepage and sub-page navigation
• User centric naming for site areas• Focus navigation toward high interest areas• Strategic positioning of desired action paths• Links should open new browsers• Well positioned call-out areas
– on home and sub-pages
Opportunities: Engagement
• Richer, more well organized content• Surround user with involvement devices
– e-mail subscription
– feedback opportunities
– donation options
– survey engagement
– “tell a friend”
– downloadable program “freebies”
• Fundraising enhancements• Members-only area enhancements
Opportunities: Fundraising
• Integrate join options -- make giving easy– at end of actions
– throughout site
• Use endorsements• Strong fundraising presentation of need case• Deliver content-driven offers right online
– custom pledge offers to local content
– premium pledge offers
– ties to member services
– ties to products
Opportunities: Fundraising
• Ease of giving -- no barriers to response– close online with secure form
– Web enabled mail -- “bill me” option
– print form
– “click-to-call” option
• Close the loop online– e-mail “thank you”
– e-mail “welcome”
• Follow-up “bill me” with direct mail series• Integrate e-Communications• Use direct mail, if necessary
Opportunities: e-Communications
• Build e-mail subscriber base• Simple newsletters to start• Expand to customized communications in time
– profile preferences for programs and events
– special “insider” customized content
– drawback to site for more depth
– call to action through e-mail
• Push local events as value-added service• Promote use of member benefits• Sell the subscriber service on- and offline
Opportunities: e-Communications
e-Renewals
• Online renewal option– Web enable member data for online renewal
• 2-4 notice e-mail series– brief copy
– customized (if possible)
• Call back to site– make strong case online
– offer full suite of response options
– cookie and code
• Test offers, timing, and messages
Opportunities: e-Communications
e-Appeals
• Test e-mail appeals to subscribers and members– brief copy
– customized (if possible)
• Feature appeal on homepage• Special site content for interaction and close
– 5-10 pages of sell
– 1-3 interactive features
– premium push and fundraising focused
• Code pledge forms to track results
Opportunities: Members-only Area
• Provide relevant, valuable and actionable services
• Create special online offerings• Require online registration and build profile• Customize content and services using profile• Integrate online renewals and address updates• Bond, bond, bond, ask, bond
Opportunities: Members-only Area
Push information to member:
• Insider content on favorite programs• Reminders for favorite programs• Reminders for local and station events• Program feedback and commentary
Opportunities: Members-only Area
Expanded services for members:
• Celebrity interviews/perspectives• Web based presentations
– show previews
– online lessons (cooking, science, woodworking)
• Show synopses Web casts• Downloads of program reinforcements
– recipes
– blueprints
– coloring pages
Opportunities: Members-only Area
• Push member benefits out– e-mail gift certificates
– download limited time offers
– reminders of special benefits
• Web-enable the Lending Library• Offer online members only Pledge Catalog
– choice of benefits
– limited edition online benefits
• Create Members-only Mall– special PBS merchandise
– Discounts with online partners
Make it possible for members to use benefits online.
Next Steps
• Review navigation, design and offerings• Inventory assets
– content, products, member benefits
• Define model program• Identify new assets required• Address infrastructure and partner needs• Pilot ...
Learn …
Expand ...
Thank you for your time and …
Carpe Diem!