TRAC Development Workshop Agenda
January10th 9am-5pm, January 11th 9am-noon
8:15am – 8:45 am Continental Breakfast
8:45am-9 am Intro/The New Normal in Development. Things have changed, permanently, and comparing development now to metrics from pre-recession days isn’t only fruitless, it can be dangerous. We’ll introduce you to the issues, the environment, and then dive into the meeting.
David & Judy LeRoy,TRAC
9:00 – 9:45 am Messaging to the Boomers. They’re our demographic now. They’re our key to success. They’ve aged, they’ve changed, and the way we communicate with them needs to change, too. Pick some new ideas from TRAC’s Next Generation Pledge Project and use them in pledge pitching, email and mail. David LeRoy & Craig Reed, TRAC
9:45 – 10:30 am Pledge Now!Part One The Data Viewership drives membership, and we need information to maximize both. We’ll present and discuss new data on pledge viewership, regular viewership, and pledge results from PBS, TRAC, and Target. Kristen Kuebler & Craig Reed, TRAC
10:30 -10:50 am Break
10:50- 11:20 Pledge Now: Part Two The Station Story A panel of experts will discuss the symptoms, the causes, and look for solutions. Stations will help to frame the issues, share their pledge philosophies and coping strategies. Moderator Mona Dixon and David Preston, Becky Chinn OPB, Deena or Mona
11:20-11:50pm On Air Innovations: Part One Learn from a successful on air creator and see his membership and branding spots. Brian O'Neill WNPT, Pat Callahan KUAT
Noon -1:30 Lunch
1:30-2:15pm On Air Innovations. Out-of-the box development pros offer new ideas. Some worked; some didn’t. Know the difference. Hear about new membership spot tests, creative pledge scheduling strategies, ideas for pitching to the core and more. Steal an idea and improve your own on air practices. Cyndy Robbins, KLVX, Rick Lore WMVS,
2:15-3 pm Membership Trends: The Big Picture. Mix and stir PBS & Target data and discover whether your station’s cake is baking or burning. Compare your station to others in the system. Look to the non-profit world for successes we can copy. For a well-balanced membership program see where you should focus your efforts. Carol Rhine, Target
3:00-3:20 pm Break
3:20-4:15pmBrainstorming on Fundraising Innovations We’ve seen the data, learned the context, and listened to the experimenters. Bring your brains, your data and your ideas. Now we’ll brainstorm to redefine the way the system approaches fundraising. Moderator Judy LeRoy, TRAC
4:15 – 5:15 pmNFP Update & Fundraising Programming Intel. Joe Campbell and Rudy Casillas will summarize the latest happenings at the mothership. They’ll give updates on Next Generation Pledge Projects. Submit questions in advance and get some answers. Moderator, Kelly Luoma VPT
Tuesday, Jan. 11th
7:45-8:30 am Newcomers Breakfast Did you have any questions about the content yesterday? Bring them to breakfast!
8:30-9:00 am Everything You Should Know About Your Members. (Or, the most important things you should know.) Who are they, why they give, why they lapse, why they love PTV and what do they eat for dinner. It’s all here. TRAC
9:00am -10:00am Coping by Going Local: Does Salvation Lie in Community Partnerships? Stations who have invested in community partnerships, underwriting and local productions have generated revenue. Let them tell you how. Moderator David & Judy LeRoy
Beth Curley NPT, Michael Zeller KCPT, Jon Miskowski WPT
10:00-10:30am PBS Development UpdateValerie Pletcher, PBS
Concurrents:
10:45-11:30
Ways Stations Leave Money on the Table. What are the most common pledge and development mistakes? What are the less common ones? Make sure you avoid them! Kristen Kuebler, TRAC
Panel
Integrating Your Fundraising Channels. What does the future look like? How does email change the picture? Join some mail experts and hear the latest on this critical revenue area.
Debbie Hamlett, moderator
Luke Vander Linden, Carl Bloom and Debbie Merlino, DMW
11:40 -12:20 pm
Pledge on Digital Channels. How do you know when it’s worth the trouble? A look at viewership data and a lesson from stations who are trying to figure out the nuts and bolts of how to do it successfully. Need a panel. Moderator, Heidi Brown Jon Miskowski
Barry Nelson Moderator
From Data to Action. Carol Rhine & David Preston will show you how to use your data to improve your membership program. Join them as they analyze a Target reports and finds action items—listen, learn and try it at home! David Preston TPT and Carol Rhine