Winning the 2020 Benchmarks for Public Radio Fundraising Award is no easy feat, yet NHPR did just that with a little grit and plenty of perseverance. The big takeaway? Pay close attention to Benchmarks and you, too, could win the coveted honor next year.
Benchmarks are an annual data collection methodology that Greater Public compiles, measuring each participating stations’ fundraising performance and potential, both overall and in each individual fundraising area. According to Greater Public, this is the most purposeful way to measure stations’ fundraising effectiveness and efficiency.
In 2017, NHPR brought in Deb Turner as its development director, with proven experience in building both major gifts and membership programs--and a strong believer in Benchmarks.
Turner immediately went to work tracking Benchmarks. It helped her determine where the gaps were, including areas in which NHPR hadn’t been performing well, particularly in the areas of major gifts and sustainers.
“We knew we were underperforming,” observes Turner. “Using the Benchmark tool, we were able to identify what to prioritize and invest in.”