May 2011

The Team

Jason Seiken, Head of PBSi

Kristin Calhoun, Head ofPBSi Station Relations

Mike Jenkins, Head ofPBSi Product Development

Keith Brengle, Head ofPROSPER

Kayla Nicolay, PROSPER

Marla Krueger, Station Relations

Today’s Webinar • The Opportunity

• Who We’re Targeting

• Reddit Case Study

• Plan Updates

• Agile Development

• Timeline

• Key Platform Functions

• Station Testing

• Future Opportunities

• Q&A

An Audience That’s Different Than the TV Audience

• Only 26% of PBS.org Visitors Watched PBS on TV in Last 7 Days**

• Television Audience Average Age 63*

The Opportunity An Untapped Audience of Potential Station Members

A Vast & Dynamic Audience …

• PBS.org Audience Average Age 34.2 Years Old*• 40% of PBS.org Audience Have HH Income of $75k+• 19MM+ Visitors Coming to PBS Websites & Growing

• 1.5MM Social Followers & Growing• 2MM Mobile App Downloads

Source: *ComScore March 2011; **ComScore PlanMetrix March 2011 Adults 18+

We’re Not Targeting Users Who are Already Localized

Who We’re Targeting

Prospects Who Are Falling Through the Cracks

Reddit Case Study

Huge Click Through From Reddit to the “Donate to Station” Page

“Yesterday, I Emailed the PBS Tech Support About an Issue With Their Video

Player …”

-- 77% Exited-- 13% Went to Local Station Site-- 10% Other Areas of PBS

Unknown % Went to Local Stations

16k Went to PBS Donation Page

“I don't have much spare money to

throw around these days, but I think PBS would be worth it.”

“I bet if Reddit got a big enough check together

(say $10,000+), and donated it to a

specific show on PBS, that show would

TOTALLY give a shout out. “

“I grew up in a small town in Québec and my parents didn't have cable, only a

fancy outdoor antenna with a rotor on it. As a

kid, I would always turn the antenna away from Montreal where

my parents kept it and fine-tune it towards

the Vermont transmitter to listen

to PBS shows.”

“How do I donate to the people that make PBS

content available online? This is the future for a lot of

people. I don't have a TV, so it doesn't make sense for me to donate

to a local channel.”

-- Initial Post on Reddit.com

Plan Updates

• Donation flow for “Localized Users” – Will remain as it is today.

• Expansion of PBS.org opportunities for users to indicate station affinity.

• Introduction of two station pilots centered around name sharing and dual prospecting.

• Commitment to collaborate with Contributor Development Partnership (CDP) to identify areas and projects for alignment.

• Rebranded plan to PROSPER: Station Prospecting Platform

How You Informed the Plan …

Agile Development

• Launch is not the end of the process, but rather the beginning

• We’ll constantly adjust, with the guiding principle always being the financial health of stations

Flexible … Constantly Revising and Improving

“Agile development is a group of development methodologies based

on iterative and incremental development, where Requirements and solutions evolve through

collaboration.”-- Wikipedia

TimelineGoing on a Journey Together

Q4 Q1 Q2 Q3 & Beyond

Develop Detailed Project Plan Communicate Plan

Spring Summer WinterFall

Launch & Develop Platform

PBS.org Profile Registration

Pilot Station Test Begins

Launch Email Program

End of Year Campaign

Prospecting Campaigns

Phase II Platform Enhancements

List/Name Sharing

Surveys

Partnership Programs

Key Platform Functions

Contact Management: Centralized donor contact database; detailed histories

including giftand station affinity ~ Salesforce

Email Campaigns: Electronic customer relationship management system

offering leadqualification and nurturing tools; digital footprint of users

onPBS.org ~ Eloqua

Member Station Reporting PortalOnline portal allowing Member Stations to view and

download“matched” donor contact records ~ Salesforce

Billing System: PayPal payment processer for top four credit cards and

PayPal

Call Center Support: Donation troubleshooting via toll free number

Station TestingPBS will work with a group of pilot stations to

evaluatethe name sharing process and dual solicitation todevelop business rules and share key learnings.

Online Dual Solicitation TestQuestion to Answer: Dual solicitation and its impact?Test: Two groups of matched stations – one group gets both

stationand PBS communications while the other group only gets

stationcommunications

Prospect Cultivation TestQuestion to Answer: How is the best way to maximize

cultivationefforts for name sharing?Test: 50/50 member station/PBS split of matched prospect

names tocultivate

Future Opportunities

A Wealth of Possibilities

• Media partnerships to expand audience

• Tools, training & idea sharing forums for stations

• Cross-platform features to drive user registration- Resume viewing (e.g., start on desktop – resume on

iPad)- Favorite programs (profile alerts, push notifications)- Persistent station affinity storage / related features

• Features/Offers for “Station Members Only”

Q & A

Appendix

Online Platform

Salesforce

Roundcorner

PayPal

Eloqua

Connecting the back end systems together to be the online

fundraising platform

Payment processor leveragingPayment Connect

Email application for customerrelationship management and

consumer behavior

Donor contact management(station and gift histories, etc.)

A robust online platform that leverages the best in electronic customerrelationship management (eCRM) and contact management systemsfor both prospects and donors.

Key Station Benefits1. Prospect & Cultivate New LeadsAcquire and build intender profiles using Eloqua; real time

contactupdates with Salesforce; lead qualification and nurturing

tools

2. Build Robust Contact ProfilesCentralized online contact database; prospect and donor

contactprofiles; station/gift/transaction tracking histories; powered

bySalesforce

3. Retrieve Information in a Station Reporting Portal

Self-service member station reporting portal (24/7); viewable/ csv

downloadable donor information; profile with marketing details

Contact Donor Record

ProspectingIdentify and qualify new leads through the following tactics:

On Network• Previews newsletter• PBS.org site-wide Universal User Authentication (UUA)• Overlay light boxes and other PBS.org site functionality,

e.g., opt-ins• Existing PBS.org lists, e.g., Parents• Viral marketed editorial products, e.g., eCards, quizzes• ROS banners• Campaigns

Off Network • Google AdWords monthly $10k grant• Partnerships, e.g., major website to start testing name

acquisition and build awareness in PBS as a cause• Facebook and Twitter campaigns

Key Station Benefits1. Reach New AudiencesLeverage the reach of PBS websites to engage audiences and

buildstation affinity; off-network partnerships to prospect new

names;cultivate for future monetization

2. Leverage & Optimize PBS.orgSite-wide profile creation that encourages station matching

throughfuture product (Universal User Authentication); robust profile

of userinterests, e.g., news and public affairs, and favorite shows;

opt in toreceive alerts and updates; database updates -- PROSPER and

UUA

3. Create Station AwarenessEncourage consumers to establish a station affinity; create

relevancyby understanding users and their interests; name sharing test

todetermine business rules, e.g. Join PBS Community Campaign

FundraisingSimplify and expedite the donation process through the

following tactics:

On Network• Integration points across PBS.org• Producer sites and newsletters• Actionable video, e.g., how-to donate bumper spots• Donation tip jar

Off Network • Corporate matching gifts• New ways to donate, e.g., text and/or bar code donations

Key Stations Benefits1. Capture, Reinvest & Share Donations Not

MatchedDon’t let monies fall through the cracks; tap into larger

donation pool toreinvest back into PROSPER program

2. Transact Quickly – Lessen Overall Bail“One click” transaction; customized donation process, e.g.

mobiledonation; payment processed and contact information shared

instation reporting portal when matched

3. Improve ROI, Lower Acquisition CostsDevelop key learnings and best practices for transaction user

flow toshare with stations; survey and test to understand target

audience

Donation ProcessCustomized transaction forms to help streamline overall

process.The forms “smart” for device type and/or point of entry.

Localized DonationStation

Localized

• Donation made directly to station when user experience is localized

• Links to station donation experience on station site

Non Localized Donation

Step 1: Donate

• Multiple payment options

• Programmable lead

• Quick transaction

Step 2: Match Station

• Auto-populate local stations

• Enable sharing of information

Non Localized Donation

Step 3: Share

• Focused sharing• Preset

messaging to create engaging copy

Non Localized Donation

For StationsDonor Information• Information shared via the Member Station Reporting Portal• Robust contact record, e.g., gift history• One lead person at station is credentialed

*Once donor is matched to a member station, PBS will not reengage individual through any direct e-mail solicitations*

Donor Monies• Lifetime value of donor• 100% of monies collected will be distributed to stations after

program cost• No donation monies used to pay initial program set-up costs• First payment in January 2012; quarterly afterwards