Nonprofit Peer-to-Peer Success Story: KLRU Makes The Leap to Online Pledge Drive


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Responding to viewer feedback, public broadcasting station, KLRU, made the leap from traditional on-air pledge drives to an online giving campaign. As a nonprofit organization with a strong community following, they took a calculated risk – and it paid off. Combining the power of a crowdfunding event with peer-to-peer, email and social campaigns resulted in stellar results.

  • Exceeded original fundraising goal by nearly 90%
  • Raised 14% of drive revenue from peer-to-peer fundraisers
  • Acquired 28% new donors 

Susannah Winslow, Membership Director at KLRU, will walk you though the journey and their path to success. Additionally, Miriam Kagan, Senior Principal at Kimbia, will share in the discussion, where together they will offer campaign insights including:

  • The online campaign resonated with their core donor base (60+)
  • P2P + social media = optimal results
  • Online campaign yielded higher net revenue and donor retention than the average on-air pledge drive