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When you listen, you hear balanced, fact-based journalism. In the first part of this post, we examine how public media organizations currently host membership in order to draw lessons for other media organizations. Research Assistant DigitalAnika. My research focused on the United States, where public media organizations often get more funding from members than from any other source, including government. I interviewed membership staffers, general managers, and industry experts at:.
Minnesota Public Radio several stations with different call signs in St. Paul, Minnesota. Oregon Public Broadcasting several stations in Portland, Oregon. Greater Public an industry organization that has public media stations as members and organizes membership training and resources for them.
Some stations play only music, while others also carry news. Two have television stations in addition to radio. Volunteering can generate revenue and community engagement, and is especially important to younger supporters, says Michal Heiplik, executive director of membership marketing at WGBH in Boston. Several stations ask for volunteers during pledge drives, as well as at station-sponsored community events like music concerts. Organizing a useful volunteer program is time- and resource-intensive, but can be a powerful way to create belonging and deeper future contributions, especially among younger potential members.
Love them or loathe them, pledge drives are key A pledge drive is a period of time from a few hours to a few days that a public media organization devotes to asking listeners and viewers for financial donations. During the pledge drive, almost all programming circles back to the financial ask. All the organizations I spoke to hosted a pledge drive at least once a year. Can other media organizations pull off pledge drives? It depends.
Mission-driven organizations do well with pledge drives. The most successful ones, in our data set, tried to demystify why the organization was asking for money. Philosophically, that attitude makes a public media donation very different from a paywall, which limits access to coverage based on contribution level.
When I spoke to staff in public media, they described donation as a form of altruism or community service. March 23, , a. Business Models. LINK : membershippuzzle. A new report offers a primer and a reality check on the news membership model. Ricardo Bilton. February 8, Anika Gupta. Anne O'Malley. Corinne Osnos. Jay Rosen. Membership Puzzle Project. Michel Heiplik. New York Public Radio.
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