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Everything You Should Know About Your MembersTRAC Media ServicesWhat We Need to KnowWhy do people watch PTV? What kind of audiences does it attract?Why do some people and not others become members?Who are these members and what is special about them?Why do some people become multi-year members and others do not?Last, why do some people lapse after supporting the station for years? TRAC Media ServicesReasons for Viewing PTVFills a voidcommercial services do not carry the same quality of programmingExpands our minds and awarenessSupports different viewpoints and promotes diversityI want to make sure theyre around...they are an important part of our community TRAC Media ServicesPTV has Core ValuesPrograms, sometimes explicitly, but always implicitly, proclaim their values (e.g., balance, fairness, tolerance) that viewers love. When people talk about PTV they can identify the core values of programming.These programs are both intellectually and emotionally rewarding for viewers.

TRAC Media ServicesSynching Up the Value ClustersValue identification has led to viewers forming a relationship with the station and its programming, although people vary in their intensity of identification.The central point - they said they trusted PTVs programming.Six main value themes emerged

TRAC Media ServicesSix Core Drivers of Liking and SupportAdvertising free programmingSafe and moral childrens programming Balanced programming contentPrograms that promote lifelong learningPrograms that deal with the artsPrograms of high quality TRAC Media ServicesViewers and PTVGivens: People like PTV programs and view them. Many have long viewing histories with PTV. They have formed quasi-human relationships with the station.Most viewers have vague, ill-informed images of who provides them with their cherished programming. TRAC Media ServicesThe Core Values ResultsThe values just reviewed were enough at one time or another to drive and sustain multi-year memberships.You need a long positive history of viewing with in-synch value systems between the viewer and the station to build sustaining relationships.Naturally, we have described a certain kind of viewer. An NPS loyalist. TRAC Media ServicesMember CharacteristicsPTV members are very civically activeOver perform in belonging to civic organizations and in participating in neighborhood fix up projects (despite age)

Importance of PTVThe station is important to core viewers & members.Viewers believe that the community can be strengthened by PTV and it can make the local community a better placeThey trust PTV and have high expectations

10Potential PartnersStation has high potential to positively impact local communityBelieve that they have potential to impact their community tooPTV and concerned members are potential alliesJust tell us what to do!

Now Giving and Lapsing

WETA Lapsed Member Station Visit Feb 2002TRAC Media Services12Types of Giving

Our members see only two kinds of giving.Philanthropic donations are organizations for which nothing in return is expected. (Homeless, Red Cross, some diseases and disasters.) TRAC Media ServicesTypes of Giving

The second category was reciprocal giving and it is about 90% of all giving.In this kind of giving the giver received something back in return for their gift.In some instances it was a thank you from a family member, fulfilling a tithe obligation, or a premium! TRAC Media ServicesThe Social Context of GivingMost giving is to other family members such as adult children and relatives.Only 38% give to non-religious charities according to one source.All giving is a decision made in a social context.

TRAC Media ServicesCheckbook philanthropy Most give small amounts of money, generally taken from the family or households operating budget, hence checkbook philanthropy.Charities are competing for money within the households discretionary budget which is always limited. TRAC Media ServicesPeople Have Gift GuidelinesThere were three levels of gifts:Modest or small gifts of $5-$25 usually given to health organizations, Red Cross and other philanthropies.Average gifts were in the $50-75 dollar range and that is what they gave to PTV, museums, animal shelters, or environment groups.Large gifts were over $100 and were rare, going to the church, ones children and maybe a premium. TRAC Media ServicesPeople Have Comfort ZonesPeople told us they were comfortable gifting in the modest and average range. Large gifts made them uncomfortable and anxious about affording that gift level.Giving is both innate and learnedTypes of MembersIt became apparent that there were types of members and lapsers. The primary distinction between members was age and education.Another distinction was a persons money personality impulsive versus rational. TRAC Media ServicesFrugal CivicsOlder over 65 or 70Renew by mail and give the basic amount.Dislike pledge drives.Probably the biggest part of your file.Will age off the file.Some GenXers. TRAC Media ServicesRational ProfessionalsMostly professionals such as lawyers, accountants, mid-level managers who give the basic membership.Men watch but tend not to pledge. Women are prudent and could pledge.Under 60 TRAC Media ServicesPledger LadiesMostly women who are professionals, or married to one, who often have renewed by mail.They love pledge and some only renew by pledge.Under 65+ Civically engaged. TRAC Media ServicesCyclers and RotatorsLike the NPS and pledge drives.Most are boomers and they use pledge to renew and they want the premium.Know they are lapsed and will be back when it is convenient for them. TRAC Media ServicesPremium Driven CasualsThey tend to be light viewers of prime time PTV. Weekends?Attracted by pledge drives and the premiums.Have given more than once hence a new variation on transactional TRAC Media ServicesPublic Television is Different

PTV is free. Hence, the free rider problem. Generally, there are no negative consequences for not giving.A minority of viewers donate money to Public television.An even smaller group of donors see Public TV as a charity or philanthropy.Giving is a reciprocal act. You use it you should pay for it.

TRAC Media ServicesWhy Members Lapse

Lapsings Psychological Drivers(Traits and States)Personality traits are stable predispositions to behave consistently across time and locale.States are temporary psycho- physiological arousal conditions are usually emotional or feeling based that pass quickly.Some states result in pleasure others in discomfort.

TRAC Media ServicesLapsings Psychological DriversAlmost all lapsing is the result of some state of discomfort between a persons needs and the demands of the charity.Is the worst villain in tipping the lapsing decision the appeal to reciprocity?What about philanthropic appeals? TRAC Media ServicesThe Eight CsChange in personal/HH financesChange in useMommy LapsersCable competitionCritical incidentProgrammingViewer/Member Services

CyclersCompetition for charitable dollarsConfusionCoroner or change of address

TRAC Media ServicesMost lapsers are still watching!The station, its people and its communication strategies could still win these people back to the file.But you have to know who they are and what to say to them. TRAC Media Services October 2002Funded by CPB Future FundMore InformationSummary is in the TRAC Primer on Viewing and MembershipFull study reports and ppts located on the TRAC website