The KPBS Producers Club (PC) is a diverse group of philanthropic individuals and families committed to sustaining KPBS’ ability to reach beyond the status quo – on television, on radio, and online. Members of the PC bring such an important strength to the station. They share the distinction of being KPBS’ most generous annual contributors giving $1,200, $2,500 $5,000,

$10,000 and now $25,000 annually. More importantly, they are our counselors and ambassadors. Because it is such an important and special group of people, we offer unique and interesting opportunities each month that allow our members to experience KPBS on a deeper level and in a multitude of exciting ways.

In FY 2010, the PC had 678 members and an annual revenue of $983,551. During this time, our PC President formed a committee with three other like-minded friends who also shared her interest and passion in public media and KPBS’ mission. We are thrilled to say that this year, FY 2016, the PC membership is now comprised of more than 1,300 families and will bring in more than $1,925,000 in annual revenue, which is a significant part of the station’s overall operating budget.

Additionally, from this growing pool of PC members, several influential individuals have been identified to join our Advisory Council, as well as build up our major and planned giving pipeline. We have seen multiple major and planned gifts realized from our PC membership and are excited about the continual growth and impact of this critical group of donors.

Below are the tactics we currently use to engage and grow our PC.

Successful PC Tactics

  • PC Committee volunteers do the following –
    • Welcome packet letter – signed by PC Committee President (we have signatures on file)
    • 10 month renewal Postcard signed by PC Committee thanking PC members and asking them to renew when their 11 month letter arrives from KPBS
    • Monthly meetings to review event ideas and venue submissions – they vet all our events
    • Site visits at possible event venues
    • Edit or write marketing materials
    • Attend every PC event to welcome guests, sit at different tables, and engage in conversation with guests
    • We acknowledge the PC Committee at every event and encourage people to talk to them and share PC feedback and event ideas with them
    • All PC Committee members have their own KPBS official business cards w/ Producers Club Committee Member (or President) w/ their personal phone # to hand out at events and to give to their friends
  • Renewals
    • 11 month, 12 month, and 13 month renewal letters
    • 16 month, 19 month, and 30 month rejoin letters
    • Each letter is rewritten or refreshed yearly
    • Most letters are signed by General Manager, though some are signed by Director of Development or Associate General Manager
    • All letters now ask for an upgrade of an additional amount – i.e. increase of $50, $100 or $200, or to upgrade to the next level, or to increase their Sustaining Membership
  • 6 month Postcard from Director of Development to check in within the first year to see if they are receiving their event invitations and not accidentally opted out of email
  • Collaboration w/ On-Air Pledge
    • We work closely with On-Air pledge in hosting events around an on-air personality to have a reception and watch pledge shows live
    • Arrange certain number of VIP tickets to exclusive events, both station-wide events and with other community institutions
    • Pledge drives include videos of PC tours, PC events, calls to join at the PC level and all the great benefits; General Manager goes on the air and encourages people to join the PC; goals for every hour to get so many number of PC memberships
  • On-Air Radio Promotion
    • Higher level member benefit to be asked to do an on-air interview stating why they love the PC, and then we use the spots for either events (add-on Voice Over by announcer w/ event details and how to sign up), or to promote joining the PC throughout the year, and during pledge drives
    • Two-fold impact:
      • Everyone listening hears about the interesting and fun events from members and they have desire to join the PC when they are able to do so
      • We discover PC members who have accidentally opted out and didn’t get the email invite, then hear about the event and let us know so we can opt them back in to receiving emails from KPBS
  • PC is exclusive but inclusive
    • We encourage people to bring their friends, neighbor, co-worker, colleague, and/or family to events and on tours. It is important to name the different possibilities as it will spark ideas of who they can invite
    • We tell the PC that they are our ambassadors helping us grow the PC and keeping KPBS strong
  • Levels have specific benefits commensurate w/ levels of giving
    • $1,200:  1,147
    • $2,500:  96
    • $5,000:  38
    • $10,000:  22
    • $25,000:  8
  • Tours led by General Manage
    • We preschedule one PC tour per month and put it on our website and how to sign up
    • We ask everyone who calls in for something or if they join to come in for a tour, and if the tour times don’t work for them, we schedule a time that does
    • During construction we had 2-4 tours a month w/ hard hats when needed
    • Put out Tour Sign-up list at every event and announce and encourage people to sign up
    • At any event at the station; we offer tours before or afterward
  • Events
    • We hold 1-4 events per month and average 26 events a year
    • Some events are free and some help cover costs
    • We use trade for as many events as possible or partner with corporate sponsors to subsidize events for PC
    • We only do events in which we are able to have a reception before or after so that we have the opportunity to get to know folks
  • 1:1 meetings
    • We take PC members to lunch where we have trade
    • We invite some PC members who are major donor prospects to tour and lunch w/ the General Manager in his office
  • New, Renewing, Rejoining Members and Additional Gifts
    • We call every donor and thank them for their new, renewal, rejoining or additional gift – calls are made by Development staff, volunteers, Advisory Council, and PC Committee
    • In addition, everyone gets a special thank you email from our General Manager
    • Everyone receives a Welcome Packet that includes the following:
      • Welcome letter by PC President
      • PC Post - (bi-monthly newsletter) we highlight PC members or staff called PC Spotlight; include events coming up and photos of past events; a message from GM; programming; list of new members;
      • PC Membership Preference Form – if they would like to receive a chrome Producers Club KPBS license plate frame; embroidered polo shirt; types of events they like; whether they are interested in planned gift info;
      • PC Event List (both current and past 6 month of events) and list of next 4- 6 scheduled PC Tours led by GM
      • Volunteer Form
      • KPBS Staff Contact Sheet