a 5x5 model webinar development-stage 3 presenters o ginny z. berson o craig oliver march 20, 2013...
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A 5x5 Model Webinar• Development-Stage 3
• Presenterso Ginny Z. Bersono Craig Oliver
• March 20, 2013
• 3pm EST
Development - Stage 3
Development - Stage 3
Why benchmarks?
Increased dependence on audience-
sensitive revenue
• Decline in federal funding
• Increased programming costs
• Positioning station as important community institution
What Benchmarks can Do
For every hour of listening to my station thisyear:
How much net revenue do we have in…
membershipmid-level givingunderwriting
What you get
• Trend Reporto How is my station doing compared to previous years?
What you get
• Peer Reporto How does my station compare with others?o Who are my peers?
What Benchmarks can Do
Relative to my audience:
Are my membership and underwriting programs
becoming more or less efficient from year to year?
What is my potential based on the performance of
my peers?
Listener Hours
• Listener Hours are the amount of a program or station “consumed.”
• They are the result of:o The number of persons
tuning in.o How long they listen.
• Therefore….
Listener Hours
• 1 listener listening for 5 hours = 5 listener hours.
• 5 listeners listening for 1 hour also = 5 listener hours.
• 5 listener listening for 5 hours = 25 listener hours
WDEI Annual Listener Hours
Source: Arbitron/RRC Persons 12+ in Total Market Mon-Sun 24 Hours
51,105,600 (FY 2012)
Benchmarks Metrics
Net Fundraising Revenue ÷ Annual Listener
Hours Net FR Revenue per LH
Below the Median
90th
Median
WDEI
WDEI
Boston #10San Diego #17Seattle #13Austin #37Providence #42Chicago #390th San Antonio #28Minneapolis #16San Francisco #4Los Angeles #2Columbus #35Riverside #26Washington #7
Is there a relationship between market size and Benchmark’s efficiency?
WDEI’s Potential Members/Mid-level
Members/Mid-level
CURRENT 90th Percentile
The Difference
GIVERS 9,453 17,057 7,604
NET per LISTENER HOUR
1.40 2.97 cents 1.57
Net Revenue
715,522 1,517,836 802,314
WDEI TRENDS
WDEI On-Air Trend
YEAR 2010 2011 2012
% on air 37% 375 44%
What Top Performers Do
Same average annual gift as everyone else
In membership ($1--$249)
Slightly higher average annual gift in
mid-level ($250--$999)
More givers at both levels
What Top Performers Do
Raise money effectively all year, not just during drives
Raise six of every 10 dollars outside of drives
Compared to the median, they are more efficient at converting listening to givers
40% better $1--$249
250% better $250--$999
Between the median and 90th
90th
MedianWDEI
WDEI
WDEI’s Potential Underwriting
Current 90th
PercentileThe Difference
Net per Listener Hour
1.21 1.82 cents 0.61
Net Revenue
621,047 930,122 309,075
Underwriting Performance Comparison
StationNet/LH
FTE Clients Clients/FTE
Gross $ /Client
Gross $/FTE
KAAA7.6
2.5 174 70 5,524 379,652
WBBB3.6
4 513 128.25 4,402 544,748
KCCC3.5
1 125 125 2,405 297,529
WDDD2.77
3 330 110 5,120 560,016
WDEI1.2
4 208 52 4,503 231,262
C.F.S.I.
• The Community Financial Support Index (CFSI) is 75 out of 100.
• WDEI’s net revenue per Listener Hour is falling below the station’s annual cost of serving one listener for one hour.
How to participate
• Visit BENCHMARKS.DEIworksite.org
• Use assigned USER NAME (WXXX) and password (WXXX1234)
ChangePassword
ProfileEnter Data
WDEI C.F.S.I.
• What’s the bottom line?
• 75 percent of WDEI’s current operating costs are covered by its current NET fundraising revenue.
90thWDEI
Median
DEI Benchmarks
• Benchmarks Team
o Craig Oliver, DEI Director of Research [email protected]
o Jay Clayton, DEI On-Air Fundraising Coordinator [email protected]
Development - Stage 3