At Greater Public, we connect individuals who are working on similar problems at different organizations within the public media system. We believe that when these folks share support and knowledge, we all gain insights about our industry as a whole because the challenges we face are rarely unique.
By applying this philosophy to research and testing of digital fundraising, we’ve concluded that public media’s digital fundraising practices need urgent attention and prioritization.
This discovery was confirmed by two groups of Greater Public members who began testing digital engagement this spring. One group focused on online donation forms and the other on email engagement. Both groups worked with advanced practitioners to guide their tests.
As the project progressed, we noticed a striking divide between the teams that were able to quickly implement new ideas and best practices with their online donation forms, and those that weren’t. While station size and limited team capacity can present challenges, size and resources weren’t the only predictors of which stations missed out on fundamental opportunities to raise more revenue online.