PBS Development Conference

Mission, Vision, Values in ActionKay Sprinkel Grace, Presenter

Thursday, October 5, 2006Baltimore, MD

What We Will Cover• Welcome and introductions• Progress check: mission, vision and values

at stations• MVV in communications

– WETA Leadership Circle, WFYI Annual Report, WTVP brochure

• MVV in programming and production– Oregon Public Broadcasting

• MVV in development and fund raising– Open microphone

• Work plans for MVV in action

Progress Check: Mission, Vision, Values at Stations

• Process– How has it worked at your station?

• Push back– What has the resistance been?– What compromises have been made?

• Product– Sharing the results among participants

MVV in Communications

• Mission statement or mission language?• Vision statement or visionary language?• Values statements or implicit values?• What kinds of communications have you

been able to lace with MVV language?• What about on-air communications? • How about internal communication among

station staff members? (culture of philanthropy)

Examples

• WFYI Annual Report

• WTVP Brochure

• Others?

MVV in Programming and Production: Influence?

• Commitment to a mission: how does it guide or help evaluate your programming and production?

• How does your vision inform these decisions?

• Values alignment: how are core and ancillary values reflected in your programming and productions?

Example

• Oregon Public Broadcasting

• “Giving voice to Oregon, connecting Oregon with its neighbors, illuminating a wider world.” (Mission statement adopted by the OPB Board, 9/06)

• How this was utilized in a session with production and development staff

MVV in Development and Fund Raising

• Have the messages been changing?• Is there resistance? Where? Why?• Where have the most marked changes

occurred? (pledge, membership, high level annual giving, major and planned giving)

• What “core” messages have you derived that now weave through all of your external messages?

• What “core” messages are you sending out internally?

Examples

• Direct mail pieces?

• Successful on-air pledge drive message shifts?

• Successful renewal letters?

• Planned giving materials?

• WETA Leadership Circle brochure– Ellen Morgenstern, VP for Development

Completing the Transition

• How close are you coming to “consistency in messaging across all programs and platforms” – one of the success metrics for MGI?

• What is in the way?

• How will you get the obstacle(s) out of the way so you can move forward?

Work Plan

• On the work plan form being distributed, evaluate your progress towards getting your MVV into action (communications, programming/production, development/fund raising), and what specifically you need to do to achieve the desired results.

• Take 10 minutes; then team up with a partner your own or another station, and review your steps.

Getting Into Action

Discussion of Work Plans

Full Group

Why MVV in Action is Important

• Words alone are not enough• If only development “owns” MVV, it will not

have the impact on the station or community it can have

• Putting MVV into action more quickly internalizes MVV and creates a culture of philanthropy

• Commitment to MVV across the station ensures it will remain a priority in the years ahead

PBS Development Conference

Mission, Vision, Values in ActionKay Sprinkel Grace, Presenter

kaysprinkelgrace@aol.comwww.transforming-philanthropy.org