Major Giving: Why Public Media During Times of Crisis

The CDP team has continued to be impressed with how public media has been able to pivot and adjust during this time of crisis. From new partnerships and educational services to innovative programming strategies, local stations are fulfilling their public service missions in new and vital ways. We encourage you to share your ingenuity and innovation stories with your closest donors and ask them to continue to support your great work during the pandemic. It truly is a time that PBS stations can shine. And you are shining. Don’t be shy to tell you closest and most generous supporters just how you are making a difference for your community. Underwriting might be an unexpected shrinking revenue source for stations right now, but that means it could also be a time for your most loyal donors to step up and help even more. Of course, it’s important to be mindful of unique situations that may exist for your donors, but many want to help now and public media is one of the best ways one gift can impact so many for the better.

Why PBS Station During this Time of Crisis?

Dear <Major Donor>

The global pandemic is changing our world forever but it cannot dampen the power and reach that is PBS Station Name. In fact, this is a time when PBS Station Name can shine that much brighter.

Our station was built on the foundation of education and community service.  That is at the core of all our work and now during these unprecedented times we can respond to the needs of our community in ways that others can’t.

The power of public media is that we can bring people together providing a shared community experience even as we are isolated from each other.  Our broadcasting reach and online services can enter hearts, stimulate minds, and provide the reassurance that we are all in this together and we can and will emerge stronger.

As all of us are acutely aware, our world is changing daily and PBS Station Name has been able to pivot, to adapt to our new reality with our core principles leading our strategic direction.

Just in the past few weeks we have:

Innovated our outreach services < station specific examples here>

Expanded our educational and At-Home Learning resources for children <station specific examples here>

Adapted our arts and cultural offerings for our new reality <station specific example here>

Our station has always done so much with a small staff and limited resources.  Creativity and innovation are our strengths.  We don’t know what the future holds, but we do know we will meet those challenges with our integrity, ingenuity, and commitment to excellence.

Stations across the country are all adapting to our new world in this global pandemic.  Like most, our station typically receive sponsorships from local businesses in the form of underwriting that helps fund our work.  Now, like the rest of the country, this source of income is threatened as businesses have shuttered doors and furloughed employees.  We are hopeful that a small group of our donors will be able to step up now and help us meet our station budget this year <fiscal year language if appropriate>.

Please don’t ever hesitate to contact me if I can be of service to you.  Our staff is all working from home now turning living rooms into offices and cell phones into work numbers. You can reach me on my cell phone at XXX-XXX-XXXXX. I am proud of the work we are doing but I know we couldn’t do it without you.  Connecting with you would give me the opportunity to express my gratitude personally.

Sincerely,

CDPApril 29, 2020