Taking Control: KCET Staying Top of Mind — and Mail Pile
“Overall, the cost to re-acquire the lapsed donor at the original discount was more effective,” Newman adds. KCET is in the process of acquisition price-point tests, “testing a lower and higher discount offer to ensure that we’re utilizing the most efficient ask string,” he says.
The organization also wants to attract the attention of a slightly younger demographic than PBS’ typical viewer, a female 65 years and older, through targeted programming and Web initiatives.
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