FISCAL YEAREND COUNTDOWN CAMPAIGN June 15 th 2010

FISCAL YEAR-END COUNTDOWN CAMPAIGN June 15 th, 2010 – June 30 th, 2010

NECESSITY: INVENTION’S MOTHER • Needed to achieve annual membership budget (make up for economy, lackluster drives) • Wanted revenue without increasing pledge days • Wanted a way to reach all viewers not just those who tune-in for pledge drives • We know deadlines/goals work – viewers sometimes need a “nudge” to support • Wanted to reinforce our local brand.

THE SOLUTION? COUNTDOWN SPOTS! • A series of interstitial spots (1: 00 and 1: 30) that counted down our fiscal year-end goal • Aired across all platforms (TV, radio, web) • One talent per day for 15 days, ending on the final day of the fiscal year • Each spot ends with an updated goal figure, a call to action, & where to donate

SO NOW WHAT? • Using viewer information from TRAC Media, we know the our audience likes & supports Public Broadcasting for these reasons: • Uninterrupted Programming (ad free) • Balanced & Responsible Programming • Safe & Moral Children’s Programming • Programs Promote Lifelong Learning • Quality & Diversity of Programming • Programming that Advances the Arts

HOW TO CONNECT TO VIEWERS • “WE are YOU” - Community Voices/Talent Reinforce that this is OUR station, and as such we MUST demonstrate that we know them… Good Role Model For Children • • Doesn’t Insult Your Intellect Be Civilized Socialization Moral Leadership TRUST • Programs have density • Texture • VIEWING ENJOYMENT News & Public Affairs Performance/Art Science/Nature Children’s Shows Non. Violent • Tolerance • CONSTRUCTIVE VALUES Lifelong Learning

THE RESULTS: $$ - Countdown vs. June (45. 2%) YEAR-END CAMPAIGN: • NUMBER OF PLEDGES: • DOLLARS PLEDGED: $54, 849 • AVERAGE GIFT: June Drive 464 Countdo wn $118 JUNE TELEVISION DRIVE: (6/5 – 6/13) Pledges - Countdown vs. June (54. 3%) June Drive • NUMBER OF PLEDGES: • DOLLARS PLEDGED: $121, 190 • AVERAGE GIFT: 854 $142 Countdown

THE RESULTS: DATE PLEDGES DOLLARS AVERAGE GIFT Tuesday, 6/15 21 $3, 041 $145 Wednesday, 6/16 24 $2, 290 $95 Thursday, 6/17 23 $4, 065 $177 Friday, 6/18 37 $2, 975 $80 Saturday, 6/19 19 $1, 950 $103 Sunday, 6/20 21 $2, 585 $123 Monday, 6/21 39 $6, 430 $165 Tuesday, 6/22 35 $3, 056 $87 Wednesday, 6/23 27 $2, 590 $96 Thursday, 6/24 29 $3, 393 $117 Friday, 6/25 42 $5, 505 $131 Saturday, 6/26 27 $2, 305 $85 Sunday, 6/27 28 $2, 942 $105 Monday, 6/28 30 $2, 587 $86 Tuesday, 6/29 21 $2, 515 $120 Wednesday, 6/30 41 $6, 620 $161

CONTACT: Kevin Raubenolt Manager, On-Air Fundraising Arizona Public Media (520) 621 -3899 kraubenolt@azpm. org