MKXZ-公共电视运营模式(英文版)(ppt 27页)

MKXZ-公共电视运营模式内容提要：
Falling ratings likely contribute to the long term membership decline, both because the prospect pool with a connection to PTV shrinks and because membership renewal is highly correlated with audience
Pledge, which is the engine of new member acquisition, has seen rising costs relative to new member yield in line with declining productivity trends outside PTV
Net renewal revenue will not offset declining acquisition
Stations already have among the nonprofit sector’s highest renewal rates
Renewal mail’s productivity is flat to declining
Declining ratings increase stations’ challenge
With the number of nonprofits growing twice as fast as real household charitable giving, stations will be hard pressed to grow their share of members’ wallets
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