Look Ahead Guide

Public Broadcasting Stations

This sector is comprised of publicly-supported television and radio stations in the United States. Although the public perception can be that Public Broadcasting Stations are mostly government funded, the reality is the percentage of a station’s budget that is government-funded varies based on the station’s size.  

Most Public Broadcasting Stations have industry-leading sustainer programs but the added relevance of local and national news during COVID-19, along with election coverage, resulted in a strong increase in one-time donations. 

Online Giving & Sustainer Trends

  • Public Broadcasting Stations received 52.6% of their online revenue from sustainer gifts (compared to an industry average of 9%).
  • Revenue per usable email ($30.23) was the highest of all industries, other than Food Banks. 
  • The percent of email list that donates was 24.1%, well ahead of the industry average of 13.4%.

Email Engagement Trends

  • Email unsubscription rates were 0.09%, well below the industry average of 0.14%.
  • This group has a strong fundraising email conversion rate of 0.48%.
  • Public Broadcasting organizations sent -19.2% fewer emails, the largest drop in the industry.

Which of these trends will continue?

Blackbaud experts identify the 2020 trends likely to continue into 2022 and suggest ideas and tactics to make the most of online fundraising.

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