This article was featured as the cover article in the January 2013 issue of Journal (of the DMA Nonprofit Federation.) Download a PDF of the article as it appeared in the magazine.

Our ground-breaking study uncovered how donors are using the options given to them.

Once upon a time, donors knew how to behave.  When asked to write out and send in a check, many did.  When we called them, many dutifully pulled out their credit cards.  Or when told to phone in a pledge of support, they responded.  Those were the days…

Stations that participated in the study ranged from large to small and included a mix of TV-only and joint-licensees.

Luckily, those days aren’t quite gone.  But a recent study of over 8 million philanthropic transactions and mail records over the past 5 years uncovered some useful donor behavior that confirms that donors’ “traditional” relationship with the organizations they support may be a thing of the past.

Response rates not looking so good (or so you think)?

Like many organizations, you’re probably tallying results to your last mailing.  How did it do?  Chances are your response rates are either flat or declining.  A lot of organizations have seen a drop of as much as 20% over the last 5 years.

But there may be a flaw in how you’ve been looking at responses. That number might only count donors who’ve responded the “old fashioned” way – by completing the reply form, writing a check, sealing the reply envelope, affixing a stamp and mailing it back in.  You’re not to blame – that’s the way response rates have always been calculated. (Read on …)

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We are very pleased to announce the addition of pledge drive consulting to the ever-expanding CBA catalog of services being offered to our public broadcasting co-op members, with the addition of long-time public television pledge drive producer Mary Ann Donahue as our newest associate.

Mary Ann will work alongside CBA staff to professionalize and optimize stations’ on-air fundraising drives, with services that include:
• Scheduling of pledge drives
• Writing and editing of pledge break scripts
• Casting and directing pledge ‘talent’
• Projecting on-air revenue
• Producing on-air spots to support direct mail campaigns

Mary Ann is recognized as one of the leaders in pledge drive production and marketing in the system. She spent 20 years at Thirteen/WNET New York as Director of On-Air Production and is a multiple “On-Air Achievement” Development Award winner.  She is also one of the “Master Teachers” at PBS’ Pledge Academy. Mary Ann is also a four-time Emmy Award-winning producer and writer whose experience covers all aspects of entertainment media from Broadway to daytime television and feature films.

This exciting partnership with Mary Ann is just one way CBA is helping its station-partners by adding much-needed services in these tough economic times.

Ask your CBA account representative how to put Mary Ann’s expertise to work during your next pledge drive or how to plan a fully integrated campaign. Send an email to partnership@carlbloom.com or call us at 914-761-2800.

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