Agenda

• Welcome and Intro – 5 minutes

• Revenue Case Studies and Discussion – 20 minutes

• Reporting Back and Discussion – 40 minutes

• Action Plan Next Steps & Examples – 5 minutes

• Conference Session Planning – 10 Minutes

• Wrap Up and Housekeeping – 5 minutes

Revenue Case Studies

Revenue Case Studies

1. Underwriting - WTIP – Grand Marais, MN

– $145,407 in 2018, 25.6% of 2018 budget

2. In-Kind Google Adwords – KZUM – Lincoln, NE

– $26,000 in granted funds in 2018 and almost $52,000 in 2017

3. Grants – KRTS – Marfa, TX

– $400,000 in grants, 40% of 2018 budget, and almost double the goal

4

WTIP – Underwriting Overview

• Total Revenue 2018: $568,979

– Total Underwriting 2018: $145,407 (25.6%)• Cash underwriting: $104,762 (72%)

• In-kind underwriting trades: $30,605 (21%)

• Sports underwriting: $8,585 (6%)

• Boundary Waters Podcast underwriting: $1,455 (1%)

• Cash underwriting is for on-air messaging; annual contracts, renewed at the same time each year. Many underwriters have been with WTIP from the beginning and are the cornerstones of our business support.

WTIP – Underwriting Types

• In-kind underwriting trades include print media, local periodicals, regional magazines and our local public TV station out of Duluth. We also trade for billboard space at one location and at two grocery stores, so that we are covered well during member drives.

• Sports underwriting is generated through on-air coverage of high school sporting events, including football, volleyball and basketball. We also offer playoff game packages, which add up, if you have a winning team.

• Boundary Waters Podcast underwriting. This was the first year. We’ve tripled underwriting in 2019.

WTIP – Underwriting Tips

• The underwriting options sheet was sent to 170 potential new business underwriters, our current list, as well as lapsed underwriters.

• New underwriters receive a special “welcome and thank you” message, that runs the first week of their contract. The welcome message is read one time per show, on every live program. This often helps cement the deal.

KZUM – Google Ad Grants

• First, you have to apply for a Google Ads grant.

– https://www.google.com/grants/

– If accepted, a non profit can be eligible for up to $10,000 in Google Ads per month.

• You create the ads, target them and create keywords and phrases to drive people to your website.

• Granted funds are based on how many clicks your ads receive.

• Google will provide a zeroed out invoice, each month. Those invoices are accepted by the CPB as proof of the grant amount.

KZUM – Google Ad Set Up

• Set up can be tricky.

• Additionally, the maintenance can take some work.

• Many marketing companies manage Google Ads accounts, but you can learn how to do it.

• Google is always very helpful.

KRTS – Grant Overview 2014-2019

- snapshot, does not include all grants received in 2019

Takeaways: Each Increase tells a Different Story

• Storytelling: share a compelling narrative of your station

• Ask for more

• Include funders in station activities like strategic planning

• Have an emergency

• Know what makes your funder tick

• Look locally, regionally, state-wide, and nationally

– Ask other nonprofit friends like your neighboring orgs who they go to

• Creative placemaking (here’s the thing: all community radio is placemaking!)

KRTS Grants – Prospecting

Most of our stations serve communities that are “disinvested”

KRTS Grants – National, Low Probability

Reporting Back

Reporting Back

• KTNA - Talkeetna, AK

• KZUM - Lincoln, NE

• KBFT – Nett Lake, MN

• WXPR – Rhinelander, WI

• WMMT – Whitesburg, KY

• KRTS – Marfa, TX

• KWSO - Warm Springs, OR

• WERU - East Orland, ME

• WNCU - Durham, NC

• WTIP – Grand Marais, MN

16

1. Updated 100-Word description

2. Revenue success and 3. Revenue challenge

100-Word Exercise using SMART Goals

• Specific – Measurable – Achievable – Relevant – Time-bound

– Specific: What do you want to accomplish?

–Measurable: How will you know when your goals have been met?

–Achievable: Goals are challenging, but can be met

–Relevant: Goals tie into your SWOT/Mission/Strategic Direction

–Time-bound: Set target dates to guide your project to timely completion

Action Plan Next Steps and Examples

Action Plan Next Steps

• If you haven’t already, provide your final version to us

– Final versions are due within 30 days of your site visit

• We will review and Sally Hardy will provide measurement suggestions for tracking progress during the rest of the year

• Then the document is yours to use or modify as you see fit

– Continue to update, format for grant proposals, create a leave behind, etc.

• Ernesto used WTIP’s action plan to create a formatted version and leave behind brochure

Conference Session Planning

Community Media Makeover Sessions

• Run concurrently Wednesday, 6/19 3:15-4:30

• Panel discussion format with a moderator (NFCB Staff or Board)

• Moderator gives opening remarks, makes introductions (15 minutes)

• Panel members have 6-8 minutes to describe their project (100-Word descriptions), outline key learnings, progress to date (30 minutes)

• Q&A (30+ minutes) – double the time of other sessions

• CCI cohort members not presenting - Please contribute by asking questions and being prepared to contribute if called upon

Session Groupings

• Content, Moderator TBD

– KZUM (Ryan), KRTS (Elise), WXPR (Mackenzie), KTNA (Philip)

• Engagement, Moderator TBD

– WERU (Heather), WMMT (Liz), KBFT (George), KZUM (Kerry)

• Revenue, Moderator Sally Hardy

– WTIP (Staci), KWSO (Sue), WXPR (Jessie), KTNA (Corinne)

• Organizational Capacity, Moderator Sally Kane

– KMWR (Amanda), WTIP (Matthew), WNCU (Lackisha), KRTS (Lisa)

Up Next

• Ongoing Action Plan Follow Up and Implementation

• Conference Session Planning and Prep – Meetings to be scheduled 6/6

• Second Narrative Report to be replaced by Outside Evaluator meetings during the conference, 6/17 and 6/18

– 6/17: Emergency Preparedness Session, Intensives, Opening Reception

– 6/18: 3:15-4:30 Community Media Makeover Sessions

• June Webinar: Leadership and Management

• July and August Small Group Meetings: Measurement and Action Plan Calibration

July and August Small Group Meetings

• Topic: What are you measuring regarding project goals? Do the results suggest new or different directions? Please reflect on the process. Focused on Measuring Impact, External Capacity.– KBFT, WXPR, WTIP

– KRTS, KWMR, KWSO

– KTNA, KZUM, WNCU

– WMMT, WERU