a whole new world: piloting emerging fundraising ... · a whole new world: piloting emerging...
TRANSCRIPT
A Whole New World: Piloting Emerging Fundraising Strategies That Engage New DonorsAugust 12, 2016
Speaker Information
Natasha Hilton, PBSSenior Associate, Development Services [email protected]
Bob Beard, ASUCommunications and Public Engagement Strategist480.727.0997 & [email protected]
John Abraham, Great FeatsCo-Founder512-626-5383 & [email protected]
Objectives
- Fandom and Increased Connection with Stations
- Turning Fans into Advocates &
Fundraisers
- Testing New Acquisition Strategies & Launch of #PBSNerd P2P Campaign
Communication and Public Engagement Strategist - ASU Center for Science and the
Imagination
Frankenstein Bicentennial Transmedia Museum
M.A. Communication, Subcultural Research & Advocacy
Trust me, I’m an expert
–William Shatner, SNL
“Get a life…it’s just a TV show!”
Time, Energy and Resources
(Star Trek Las Vegas) (WCVE)
Recontextualizing Fandom
• “Third Wave Fandom” (Gray, 2007).
• The Web and mobile technology has made fan culture ubiquitous
• Fandom is how people make sense of the media they consume
Merchandise
Movies
It’s Not About Star Wars
• Connective Action Theory
(Bennett and Segerberg,
2012)
• People still join actions in
large numbers, but the
identity reference is more
derived through inclusive
and diverse large scale personal expression rather
than common group or
ideological identification.
Participatory Culture
• Relatively low barrier to artistic expression and civic engagement.
• Provides support for creating and sharing one’s creations with others.
• Provides informal mentorships for knowledge
exchanges between experts and novices.
• Provides space where members believe that their contributions matter and where members feel some degree of social connection with one another
Questions
Does your station foster a participatory culture for an audience
that increasingly expects it?
Can it?
Arizona PBS
WGVU
NPT
Local Presence
National Offerings
It’s Going To Get Weird
“I Don’t Do It Because It’s Sustainable, I Do It Because I Enjoy It.”
Embodied Advocacy
The Rise of Fan Culture
• For younger audiences niche is the norm
• Social connections are everywhere
• Fandom is currency
• Performance matters
• Looking for experiences to bolster their personal brand
• Prefer accomplishments are public and quantifiable
#PBSNerd Campaign
Create Nerd-a-thon Challenges
Host Nerd Events
Join Challenges & Events
Challenge Network
Photo & Video Galleries
Leaderboards
Getting Participants
National Site
Station’s Site
Station Site & Promo
Station Experience
Each station will get:
– A station-specific site
– Photo and Video galleries
– Activity Timeline and Leaderboards
– Dashboard and Reporting
– Donation Processing to station’s merchant account (Stripe)
– Support and Coaching
Summary
• Find Your Fans!
• Test New Fundraising Tactics
• Stay Tuned for P2P Fundraising Campaign
Want to Participate? Let us know!
Thank you!Natasha Hilton, PBSSenior Associate, Development Services [email protected]
Bob Beard, ASUCommunications and Public Engagement Strategist480.727.0997 & [email protected]
John Abraham, Great FeatsCo-Founder512-626-5383 & [email protected]
Special thanks to our Platinum Sponsors: