Georgia Public Broadcasting (GPB) is a knowledge hub where Georgians of all ages can access a variety of free and trusted platforms that encourage lifelong learning and collaboration. Their nine television stations serve Georgia and significant portions of surrounding states with PBS and locally produced programming. GPB’s 21 station radio network provides Georgia with news, along with NPR programming and informational content. GPB is also Georgia’s digital media content provider for the classroom, offering free, Georgia standards-aligned content across all subject areas for educators, students and families. 

The Situation

GPB became a valued AGP partner in July 2024, as they kicked off FY25.  Now, entering our second year of partnership, we can see how the AGP approach significantly improved BOTH the response rate AND the average gift.  It’s unusual to see a lift in both these KPIs, and the improvements have been sustained over time. 

The Work

After reviewing their historic results, prior creative, and ask string logic, we applied the AGP approach which included customization of our Classic Renewal Series and building a customized, dynamic ask string based on the donor’s last renewal amount — one that is more aggressive early in the series, and less aggressive after the donor’s expiration date.

The Results

The new creative and ask string had a sizable sustained impact on results. 

• 26% Increase in Response Rate   

• 37% Increase in Average Gift 

Additionally, the client updated their e-renewals to reflect the messaging of the direct mail series, which is also producing improvements in the number of gifts and the average gift.   

GPB is also seeing stronger sustainer conversion through their e-renewals as a result of this revised language.  

As an additional program enhancement, we introduced a lapsed shadow series which has performed extremely well — helping to renew donors at month 21 and month 24, renewing them faster and more efficiently than other means. The inclusion of a lapsed shadow series is like adding an extra lapsed campaign — although at a much lower cost – and ultimately renews previously-resistant responders and gets them back into the add gift program as soon as possible, which also lifts campaign net revenue. 

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]