A statewide public media television station needed a way to grow beyond its aging donor base and uncover new opportunities within its donor file. By partnering with Allegiance Group + Pursuant and leveraging GivingDNA, they transformed its fundraising approach, unlocking hidden donor potential, diversifying revenue, and setting the stage for long-term growth. 

The Situation

Like many public media organizations, they relied heavily on long-time donors whose average age continued to rise. Previous wealth screening tools had offered little value, providing static lists that didn’t translate into actionable fundraising strategy. With more than 50,000 donors in its database, the challenge wasn’t a lack of contacts — it was knowing which donors had the capacity and inclination to do more. Without a clear path to identify and engage those constituents, the station risked donor attrition and stalled growth. 

The Work

GivingDNA gave the station the insight it needed to act. By analyzing donor behavior, capacity, and likelihood to give, the platform surfaced donors who were already giving modest amounts but had the potential for greater involvement. The public media television station integrated these insights into its long-standing regional, volunteer board campaigns, equipping board members with curated lists of donors from their own communities. This data-driven approach, combined with personal outreach, helped them re-engage current donors, identify new prospects, and introduce opportunities for alternative giving through donor-advised funds, stocks, and estate planning. 

The Results

The results were immediate and significant. In the first year, they identified dozens of new prospects and donors, generating thousands in new revenue. By the second year, both new donor numbers and giving grew exponentially, more than justifying the investment in GivingDNA.  

Beyond revenue, the platform helped the station rebuild its donor pipeline with mid-level and future major gift prospects, engage younger supporters to balance an aging donor base, and retain at-risk donors through timely stewardship. With GivingDNA, the station gained the visibility and strategy needed to build a healthier, more sustainable fundraising program.