Benchmarks For Public Radio Fundraising

Nevada Public Radio (PPM) Fiscal Year 2018 What can Benchmarks do for you?

• Evaluate your membership, major giving, and underwriting campaigns to see if they are becoming more or less efficient over time.

• Determine your potential based on the relevance of your peers and relative to your audience. Listening is Your Fundraising Potential

FY14 to Year FY14 FY15 FY16 FY17 FY18 FY18

Total Listener 31,449,600 Hours

Change compared to previous year Membership & Mid-Level Giving

Membership Mid-Level Giving Cumulative annual Cumulative annual giving of $1-$249 giving of $250-$999 What Is Your Potential?

Stations judge themselves against: • The Median • 90th Percentile - Potential or Goal?

Peer Revenue (in cents) Net Memb+Midlevel Rev per LH Peer Rank Percentile Chicago Public Media 6.21 0.0621 100 KRCL 6.03 0.0603 98 KEXP 5.82 0.0582 95 WDET 5.5 0.055 93 North Carolina Public Radio 5.09 0.0509 91 90th Percentile 4.65 0.0465 90 Colorado Public Radio 4.65 0.0465 88 WESA 4.64 0.0464 86 WBUR 4.58 0.0458 84 Minnesota Public Radio 4.54 0.0454 81 WFDD 4.53 0.0453 79 KQED 4.17 0.0417 77 Southern California Public Radio 4.06 0.0406 74 KJZZ-FM 4.03 0.0403 72 KUT / KUTX 3.87 0.0387 70 Kansas City Public Television & The Bridge 3.84 0.0384 67 KUOW Puget Sound Public Radio 3.82 0.0382 65 Milwaukee Public Radio 3.78 0.0378 63 WNYC-FM 3.76 0.0376 60 Nevada Public Radio 3.68 0.0368 58 St. Louis Public Radio 3.57 0.0357 56 WERN-FM 3.39 0.0339 53 WXPN-FM 3.23 0.0323 51 Median 3.23 0.0323 51 Membership Potential FY 2018

Current 90th% Difference Givers 10,926 15,988 5,062

Net Revenue per Listener Hour (in cents) 3.68 5.09 1.41

Net Revenue $1,155,938 $1,600,784 $444,846

Listener Hours for Nevada Public Radio for FY18 = 31,449,600 Membership Performance Comparison

Gross Total Net Total # Total Memb + Memb + Net Memb Memb + Midlevel Midlevel Memb + + Midlevel Listener Midlevel Revenue Revenue per Midlevel Peer Rev per LH Hours FTEs per FTE FTE Donors per FTE

KEXP 5.82 37,564,800 4.03 $732,113 $542,553 4,738

WDET 5.5 20,966,400 1 $1,511,787 $1,152,718 11,098

WESA 4.64 28,828,800 2.5 $661,074 $535,306 5,158

WFDD 4.53 19,219,200 2 $554,920 $435,033 3,799 Nevada Public Radio 3.68 31,449,600 5.5 $298,785 $210,171 1,987 Sustainer Giving Monthly Giving of $5+ Per Month

Total Sustainers % Total Peer Total # Sustainers Givers North Carolina Public Radio 36,813 84 KUT / KUTX 21,759 77 WXPN-FM 21,376 73 KJZZ-FM 18,691 72 Nashville Public Radio 10,623 70 90th Percentile 69 KUER 9,436 69 Minnesota Public Radio 87,139 65 WYPR 10,114 64 Kansas City Public Television & The Bridge 1,546 64 KQED 55,593 62 WTMD 3,223 61 St. Louis Public Radio 15,706 61 Colorado Public Radio 35,647 60 Chicago Public Media 46,975 60 KUNC 9,422 60 KCUR 6,794 59 KBAQ-FM 4,705 59 Capital Public Radio 21,335 59 Nevada Public Radio 6,318 56 KEXP 10,982 56 WESA 7,184 55 Median 54 What Top Performers Do: • Similar average annual membership gift ($1-$249) • Top performers: $100 • Nevada Public Radio: $99

• Similar average annual mid-level gift ($250-$999) • Top performers: $402 • Nevada Public Radio: $400

• Bigger average gifts don’t grow revenue. What Top Performers Do: • Turning more listeners into givers grows revenue • Convert listening to givers more efficiently Top performers: 1,967 listener hours per giver Nevada Public Radio: 2,878 listener hours per giver

• Top performers are 32% more efficient than Nevada Public Radio is at converting listening to givers

• Fewer listener hours per giver = more givers • More givers = more revenue What Top Performers Do: • How they get more listeners to give: • More fundraising: • Top performers: three to four drives per year • Nevada Public Radio: two drives per year • Top performers create more occasions for listeners to become givers • More effective fundraising: • Get more listeners to become sustainers • Nevada Public Radio retains 87% of its sustainers vs. 74% of all givers (including sustainers) • Focused messaging delivered consistently • Compelling offers (always a reason to give now) Major Giving Cumulative Giving of $1,000+ FOR NOW . . .

Peer Revenue (in cents) Net Major Giving Rev per LH Percentile Nevada Public Radio 2.94 0.0294 100 Chicago Public Media 2.51 0.0251 97 WBUR 2.26 0.0226 95 KPCW 2.26 0.0226 95 Southern California Public Radio 1.95 0.0195 91 90th Percentile 1.82 0.0182 90 KEXP 1.82 0.0182 86 WAMU 1.75 0.0175 83 KUOW Puget Sound Public Radio 1.72 0.0172 81 KQED 1.71 0.0171 79 WDET 1.65 0.0165 76 Kansas City Public Television & The Bridge 1.58 0.0158 70 Colorado Public Radio 1.58 0.0158 70 WNYC-FM 1.57 0.0157 69 St. Louis Public Radio 1.48 0.0148 66 Classical KING FM 1.46 0.0146 65 WFUV 1.38 0.0138 62 Milwaukee Public Radio 1.23 0.0123 59 WKSU 1.22 0.0122 57 KRCL 1.22 0.0122 57 WLRN Public Radio and Television 1.21 0.0121 53 KNKX 1.07 0.0107 50 Median 1.06 0.0106 50 Major Giving Potential FY 2018

Current 90th% Difference

Givers 295 295 0 Net Revenue per Listener Hour 2.94 1.82 (1.12)

Net Revenue $926,087 $572,382 ($353,705)

Listener Hours for Nevada Public Radio for FY18 = 31,449,600 Corporate Support and Underwriting

Peer Revenue (in cents) Net Broadcast Underwriting Rev per LH Percentile WBUR 6.72 0.0672 100 KEXP 5.93 0.0593 98 KUT / KUTX 5.47 0.0547 95 WNYC-FM 5.19 0.0519 93 WLRN Public Radio and Television 4.99 0.0499 91 90th Percentile 4.99 0.0499 90 KPCW 4.92 0.0492 88 Kansas City Public Television & The Bridge 4.49 0.0449 86 KQED 4.36 0.0436 84 WESA 3.78 0.0378 81 WDET 3.52 0.0352 79 Nevada Public Radio 3.52 0.0352 79 Milwaukee Public Radio 3.5 0.035 74 WFDD 3.38 0.0338 72 Chicago Public Media 3.33 0.0333 70 WAMU 3.24 0.0324 67 WFAE 3.13 0.0313 65 Colorado Public Radio 3.13 0.0313 65 WYPR 3.11 0.0311 60 KCUR 3.08 0.0308 58 KUOW Puget Sound Public Radio 3.02 0.0302 56 Nashville Public Radio 3.01 0.0301 53 WTMD 2.96 0.0296 51 Median 2.95 0.0295 50 Underwriting Potential FY 2018

Current 90th% Difference

Net Revenue per Listener Hour 3.52 4.99 1.47

Net Revenue $1,106,506 $1,569,335 $462,829

Listener Hours for Nevada Public Radio for FY18 = 31,449,600 Underwriting Performance Comparison

Net Broadcast # Total Total UW Gross Total Underwriting # Total UW Clients per Gross Total UW Revenue Peer Rev per LH UW FTEs Clients FTE UW per Client per FTE

KEXP 5.93 5 240 83.2 $12,485 $599,295

KUT / KUTX 5.47 8 550 86.38 $11,086 $762,160 WLRN Public Radio and Television 4.99 3 375 129 $11,836 $1,479,726

KPCW 4.92 1 110 110 $5,492 $604,073 Nevada Public Radio 3.52 3.7 148 56.76 $11,070 $442,791 Money Left on the Table:

Membership $ 444,846 Major Giving $? Corporate Support $ 462,829

Total* $ 907,675…?

(*Based on Audience and Performing at the 90th Percentile) Benchmarks Contact Information

Jay Clayton, Individual Giving Advisor [email protected] Gwen Colwell, Major Giving Advisor [email protected] Anna McDonald, Corporate Support Advisor [email protected] Questions?