ROLE
Assigned to the Marketing and Membership Department, I worked with 4 other graduate interns to plan and execute an extensive consumer research on 1000+ listeners.
Survey design | Market research | Business strategy |
Quantitative research | Qualitative research | In-person consumer interview
CLIENT
Chicago Public Media
TEAM
YEAR
Summer 2015
Pledge drives hurt listenership, but no one complains
Based on streaming volume declines and Nielsen ratings drops, it is evident that pledge drives cause a temporary decrease in listenership; however, WBEZ almost never receives complaints regarding the pledge drive. The listeners understand the need for public radio stations to utilize pledge drives to meet revenue goals. They eventually come back to the station after the pledge drive ends.
One-time donors are not repeat givers
According to internal figures, two thirds of one-time donors never give again, and only about one third of them make a second one-time donation. This shows that while WBEZ hopes to foster a system where donors make regular contributions as members, this kind of relationship may not be the goal for all listeners. This insight suggests that members and one-time donors may perceive the act of donating to WBEZ very differently.
Members want to be talked to directly
When asking for donations, members respond best to personal messages asking the (“We need YOU”), as opposed to messages that (“We need to raise X amount of money”). This fact suggests that members are more responsive to direct and purposeful communications when being asked to donate to WBEZ.
What we knew
What we do not know
Knowledge gaps
The survey went through a number of painstaking reviews by the team members, the directors of the WBEZ Marketing/Membership department, as well as the Northwestern IMC faculty members. We also ran a couple user testings of the survey to reduce any confusion in wording and answer options.
Non-Member Listener
Lapsed Member
One-Time Donor
All segments shared a strong affinity towards WBEZ and/or public radio. However, one key observation from the in-person interviews was that listeners from all segments felt that their "small" donations did/would not matter much to the station.
“[my] contribution was not acknowledged, I am not a member, I received one note that I was a member but in everything else I received I was not a member. So the money was apparently meaningless in the overall scheme of things. ”
Finding from our research revealed a couple phenomena. First, the "free riders," the non-member listeners, are mainly consisted of young millennials who claimed that they could not afford monthly donations to WBEZ. However, they were willing to engage with and support the station by other means. They might be penniless but they sure loved the station.
The other interesting trend we unveiled was the sense of triviality shared among the current members as well as the lapsed members. Many felt that their contributions went unnoticed and underappreciated. In fact, many lapsed members sited it as a main reason why they left the membership.
As our final goal was to come up with strategic recommendations to increase the membership revenue, we concluded there was more potential in retention than acquisition and focused on the second learning for the final presentation.
Build reciprocity
In order to retain members, the key would be to make them feel appreciated. We recommended the launch of donor appreciation initiatives that would make the Thank You feel personal. We emphasized that it was a proven tactic with a case study of KPCC, Southern California Public Radio. KPCC randomly picks 5 individual donors every month to make thank you calls. This low-cost initiatives had received a lot of positive feedback from their donors and had improved KPCC's retention rate.
Communicate the impact
"Betterment of others" was found to be one of the main drivers for donation among the WBEZ listeners. Also, 60% of the members answered that they wanted to hear about the impact of their donations. In fact, clear and concrete impact messaging was a proven best practice for many nonprofit organizations. Following up with actual changes made possible by members' donations on a regular basis would definitely enhance the the membership experience and would help the members feel that their donations did matter.
Strengthen the loyalty
This recommendation was specifically for the Millennials, the Penniless Lovers in our words. While this group would not generate any revenue for a while, they definitely has a potential to be loyal members in the near future. In the meantime, the station could exploit their loyalty in different ways. KWMU, St.Louis Public Radio, for instance, ran a program called Young Friends (now Generation Listen) to engage younger listeners.
Due to high demand, we opened our final presentation to everyone, and people across different departments at WBEZ came to the presentation. The presentation received overwhelmingly positive reaction and started a very passionate discussion among attendees. Goli Sheikholeslami, the WBEZ CEO at the time, asked us to present the findings again at the board meeting. The board was very pleased with our approach and findings, urging the Membership department to look into the launch of a donor appreciation initiative.
© Jiwon Ha. 2021. ALL RIGHTS RESERVED