funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

MGI: Lessons Learned

PBS Development ConferenceBaltimore, Maryland

4 October 2006

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

Today’s Discussion

• What we anticipated• What we designed in response• Our goals• What we observed• What you have accomplished

• Financially• Organizationally• Culturally

• Where are we now

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

What We Anticipated

• Potential for major giving growth is not a new idea• Success has been demonstrated, but not widely replicated

• In order to achieve success there are obstacles to overcome• The General Manager “job description” • Station Boards’ commitment, training and

experience

• Development staffs skill set and perspective

• Short term focus

• Few effective support mechanisms

• Articulating and supporting the major giving message

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

2 Key Assumptions

• There is a need for both strategic support (how to organize for change, how to institutionalize a mission-based giving strategy) as well as tactical support (we lack some of the basic nuts and bolts skills of major gift fundraising).

• This is a long term process. Both stations who commit to this strategy and those who advance it as desirable must recognize that it involves a multi-year commitment of attention and resources.

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative MGI Activity to Date

• The largest undertaking of its kind in the history of public broadcasting

• 117 Stations• Fifteen Team Leadership Meetings• Six Part Curriculum

• 20 Web Lectures• 355 Cohort calls

• Implementation Consulting• 1200+ days to date

• Video Materials• Prospect Research• Website majorgiving.cpb.org

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative Our Goals

• Revenue• Increase net revenue from major gifts• Increase major giving as a percentage of total

gifts from individuals• Increase median gift size among major donors• Increase major giving rate of growth

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative Our Goals

• Outcomes for all Stakeholders• General Managers • Board Members • Development Team• Station Staff• Donors• Community

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

What We Have Observed

• Creating a Culture of Philanthropy

• Consistency of Messaging

• Internal Communications• Rewards structure that does not encourage

internal collaboration

• Getting back to “Zero”

• Strategy is Execution

• Time and Resources

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

New Opportunities

• Our Boards (or more properly our Board Members)

• What happens when you begin the mission conversation

• Allowing the fundraising to match the mission or servants’ entrance to community involvement

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative MGI Timeline

10/1/2003 10/1/2006

10/03 - 3/04MGI Planning

3/04Round 1 Team Leadership

Workshops

4/04 - 10/04Round 1 Curriculum

10/04 - 10/06Round 1 Consulting

1/05Round 2 Team Leadership

Workshops

11/04-5/05Round 2 Curriculum 06/05 - 10/1/2006

Round 2 Consulting

6/05SABS data

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative MGI Accomplishments

• Our original financial goals:• Increase net revenue from major gifts• Increase major giving as a percentage of total

gifts from individuals• Increase median gift size among major donors• Increase major giving rate of growth

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

18.04%

-0.91%

-9.52%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

20.00%

Change in Gross Major GivingRevenue from FY04 to FY05

MGI Round1

MGI Round 2

Non-MGIStations

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

$16,2

43,6

92

$19,1

74,1

30

$19,6

74,9

50

$19,4

96,0

22

$13,3

90,6

04

$12,1

15,2

54

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

$20,000,000

MGI Round1

MGI Round2

Non-MGIStations

Gross $1000 Plus Revenue

FY04FY05

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

16.67%

-0.97%

-13.75%

-15.00%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

20.00%

Change in Net GivingRevenue from FY04 to FY05

MGI Round1

MGI Round 2

Non-MGIStations

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

17.73%

0.00%

-0.34%

-2.00%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Median Station Rate ofGrowth in Major Giving

MGI Round1

MGI Round 2

Non-MGIStations

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative

$10,000+ DonorsRound 1 Stations

255

260

265

270

275

280

285

290

2004 2005

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative MGI Accomplishments

• And it’s more than just the money• Mission, Vision, Values & Case Development• New Board/Volunteer Involvement

• Revitalized (or newly created) Development Committees

• Staff restructuring: Staff buy-in• Formalized prospect identification, cultivation

and stewardship programs

funded by the Corporation for Public Broadcasting

Public Television Major Giving Initiative 10 Thoughts

• Just Do It• Leadership is the key• It Takes a Vision• Persistence and patience pay off• Teamwork Makes it Happen• Plan-it MGI• Systems Liberate• Creating (or accepting) a Sense of Urgency• Sometimes its structural• Think Locally