A New Season of Sustainer Coaching Labs is on the Calendar!

This year, the program is evolving to include more advanced content and a slightly new format to reflect the changing needs of stations as more staffers become knowledgeable and adept at the basics. Station staff can sign up for one or all of a suite of six courses. Within a four week period, each course will consist of two 60-minute sessions via GoToWebinar, and the opportunity to work on, and receive feedback on concrete tactics to move your program forward.

The first session, open to all, will cover the basics of the course content and ensure key takeaways are highlighted for strong execution at your station. Participants are requested to take the corresponding on-line course/reading section prior to the session to ensure a strong jumping off point for all. These online courses typically take less than 15 minutes to complete. As well, participants will be given the opportunity to create plans and/or materials and share them back with the group.

The second session will be “invite only” to those who have completed and returned the planning/homework opportunity. These plans and other applicable materials will be used as the basis for the second call, when the instructor will share them, evaluate them, and discuss enhancements so that each participant can have access to a number of viable approaches and idea sharing. 

Coaching Lab dates and webinar information can be found below, in Our Neighborhood in Upcoming Events, and on the HUB in the Development Department section under Training. Announcements of upcoming Labs will be included in the daily digest of OurNeighborhood, the bi-weekly Spotlight Newsletter and the HUB newsletter.

January - June 2020

Building an Annual Plan: Tuesday, January 14, 2020, 2:00pm - 3:00pm EST

Top-performing sustaining programs are not just built on on-air campaigns. They reach far beyond with year-round activity that requires an annual plan which should be developed in lock-step with the annual budget.

Step one: Take this online course prior to registration thru PBS.org/trainingacademy: Making a Plan

Step two: Register for the Webinar

PBS Passport. Get Them...keep them...boost them, Tuesday, February 11, 2020, 2:00pm - 3:00pm EST

PBS Passport represents a shift in the relationship between a station and many of its donors – one in which a monthly donation is not only a sign of support for the station, but also an opportunity to access and discover PBS programs anytime, when and where they want to watch. PBS Passport is now an important component to building a robust sustainer program.

Step one: Reading assignment prior to session thru PBS.org/sustainer: Passport and Online

Step two: Register for the webinar

MESSAGING: Tuesday, March 17, 2020, 2:00pm - 3:00pm EST

Building an effective sustainer program is an exercise in focused and targeted marketing. The message must be clear, simple, compelling, and consistent. Learn how best to promote sustainer programs on the air and off the air to encourage more people to sign up, upgrade and convert.

Step one: Take this online course prior to registration thru PBS.org/trainingacademy: Messaging, Naming & Benefits

Step two: Register for the webinar

DATA, PAYMENT, AND REPORTING MANAGEMENT Tuesday, April 7, 2020, 2:00pm - 3:00pm EST

Understand how to manage sustainer data to its fullest, how to track data over time to maximize performance, and how to implement techniques to keep maximum sustainers current on their payments.

Step one: Take this online course prior to registration thru PBS.org/trainingacademy: Database, Reports & Payments 

Step two: Register for the webinar

DIGITAL TECHNIQUES: Tuesday, May 5, 2:00pm - 3:00pm EST

Amongst the many advantages of online fundraising is the ability to see results quickly. Learn how to maximize online and e-mail techniques, set your baseline numbers and build a sustainer first strategy to make an enormous difference to your sustainer program.

Step one: Take this online course prior to registration thru PBS.org/trainingacademy: Get Set Online

Step two: Register for the webinar

PROGRAM GROWTH: Tuesday, June 9, 2020, 2:00pm - 3:00pm EST

For stations who have already mastered the basics, learn how to upgrade sustainers most effectively, convert Credit Card donors to EFT, retain those hard-won donors and identify your best opportunities for acquisition.

Step one: Take this online course prior to registration thru PBS.org/trainingacademy: Maximize Your Program: Retention Techniques and Best Practices

Step two: Register for the webinar