Internet Fundraising and Member Services for Public Television

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Internet Fundraising and Member Services for
Public Television
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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

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AppNet Overview
We are the first true single-source e-business
solutions firm, designed that way from the ground
up
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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

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A Few Clients...
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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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.

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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 ...

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• Thank you for your time and
• Carpe Diem!