The disruption in listening and giving habits during the pandemic have made public media online giving and engagement mission-critical.
We know that the online giving experience that we create for donors directly affects the number of completed donations, size of gift, and the decision to give again.
In order to help public media organizations raise more revenue online, our colleagues at NextAfter Institute for Online Fundraising made online donations to 69 public media stations of different sizes across the country, and then observed online interactions for the 45 days that followed.
There were many interesting findings and stats. We organized them into a “scorecard” that also offers concrete and essential ways every public media organization can improve the online giving process in order to raise more money online.
Here are the most important findings that all stations can act upon: