18 Public Media Stations Gain $6.4 Million in New Annual Sustainer Revenue Thanks to CDP Canvassing Program
Finding new donors and sustainers via mail and on-air pledge has proven to be a successful practice. But sometimes, nothing works better than an in-person conversation. Door-to-door canvassing, a relatively new fundraising channel for public broadcasting, has proven to be an effective acquisition tool, particularly when stations adopt the CDP’s Canvassing Program.
Since the program’s 2012 launch, over 18 public media stations have participated in the CDP canvassing program – that’s over 4 million door knocks on behalf of local stations. At an average NET cost per donor of $15 (far less than direct mail’s typical $67), the program has brought in over 180,000 new donors – 25% of which are Sustainers!
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