Milwaukee PBS is the collective brand for two PBS member television stations in Milwaukee, Wisconsin: WMVS (channel 10) and WMVT (channel 36). Both stations are owned and operated by the Milwaukee Area Technical College (MATC). 

WMVS operates as a traditional PBS station, while WMVT brands as a more educational-oriented station with an emphasis on news, public affairs, instructional and DIY programs, along with documentaries. 

More than 39,000 donors support the station.  These donations help ensure people can always turn to Milwaukee PBS for beloved children’s shows like Sesame Street, shows that feed the creative spirit like Great Performances, the beloved dramas on Masterpiece, and for trusted current events coverage on PBS Newshour. 

Donor support also allows stories from within the community to be shared, through award-winning local productions like Black Nouveau, Adelante and 10thirtysix™. 

The Situation

Traditionally, public media stations have focused the majority of their fundraising activity around their on-air drives, in addition to monthly membership renewals.  

But today when, “on air isn’t what it used to be” as so many public media fundraisers lament, there’s a traditional technique that’s raising significant dollars at Milwaukee Public Television and other stations across the country: the direct mail newsletter. 

The Work

Milwaukee PBS is part of Allegiance Group + Pursuant’s (AGP) co-operative Newsletter program — a program that’s been going strong for 18 years! 

The 4-page, full-color newsletter is highly program-focused.  AGP researches, develops and writes the majority of the content. Each of the six annual editions spotlights a blockbuster program on the cover, a “Letter from” on the inside cover, and a diverse array of programming highlights that engage the donor.  Stations are encouraged to supply local content and are free to edit the supplied editorial content as well, so that ultimately each station’s newsletter is a true reflection of their organization and is branded with a name of their choosing, in Milwaukee PBS’s case it’s Inside Story. 

In addition to developing all the editorial content, AGP also designs the newsletter and manages production and mailing.  The newsletter mails in a #10 window envelope, along with a personalized reply slip that contains a customized ask string, and a reply envelope.  

The Results

In FY25, core donors — those giving $40 – $239 — will generate over $250,000 in revenue just from the newsletter! 

As with other station participants, Milwaukee PBS also chooses to send the newsletter to mid-level & major donors, sustainers, and select donors who give under the threshold amount as an upgrade tool. 

Contact Us

Interested in learning more?  You can join the AGP Public Media Newsletter co-op and add it to your existing program without making a change to any of your other fundraising partnerships. Contact Debbie Merlino at [email protected]