PBS Development Conference

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PBS Development Conference

• Mission, Vision, Values in Action
• Kay Sprinkel Grace, Presenter
• Thursday, October 5, 2006
• Baltimore, MD

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What We Will Cover

• Welcome and introductions
• Progress check mission, vision and values at
  stations
• MVV in communications
• WETA Leadership Circle, WFYI Annual Report, WTVP
  brochure
• MVV in programming and production
• Oregon Public Broadcasting
• MVV in development and fund raising
• Open microphone
• Work plans for MVV in action

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Progress Check Mission, Vision, Values at
Stations

• Process
• How has it worked at your station?
• Push back
• What has the resistance been?
• What compromises have been made?
• Product
• Sharing the results among participants

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MVV in Communications

• Mission statement or mission language?
• Vision statement or visionary language?
• Values statements or implicit values?
• What kinds of communications have you been able
  to lace with MVV language?
• What about on-air communications?
• How about internal communication among station
  staff members? (culture of philanthropy)

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Examples

• WFYI Annual Report
• WTVP Brochure
• Others?

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MVV in Programming and Production Influence?

• Commitment to a mission how does it guide or
  help evaluate your programming and production?
• How does your vision inform these decisions?
• Values alignment how are core and ancillary
  values reflected in your programming and
  productions?

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Example

• Oregon Public Broadcasting
• Giving voice to Oregon, connecting Oregon with
  its neighbors, illuminating a wider world.
  (Mission statement adopted by the OPB Board,
  9/06)
• How this was utilized in a session with
  production and development staff

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MVV in Development and Fund Raising

• Have the messages been changing?
• Is there resistance? Where? Why?
• Where have the most marked changes occurred?
  (pledge, membership, high level annual giving,
  major and planned giving)
• What core messages have you derived that now
  weave through all of your external messages?
• What core messages are you sending out
  internally?

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Examples

• Direct mail pieces?
• Successful on-air pledge drive message shifts?
• Successful renewal letters?
• Planned giving materials?
• WETA Leadership Circle brochure
• Ellen Morgenstern, VP for Development

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Completing the Transition

• How close are you coming to consistency in
  messaging across all programs and platforms
  one of the success metrics for MGI?
• What is in the way?
• How will you get the obstacle(s) out of the way
  so you can move forward?

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Work Plan

• On the work plan form being distributed, evaluate
  your progress towards getting your MVV into
  action (communications, programming/production,
  development/fund raising), and what specifically
  you need to do to achieve the desired results.
• Take 10 minutes then team up with a partner your
  own or another station, and review your steps.

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Getting Into Action

• Discussion of Work Plans
• Full Group

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Why MVV in Action is Important

• Words alone are not enough
• If only development owns MVV, it will not have
  the impact on the station or community it can
  have
• Putting MVV into action more quickly internalizes
  MVV and creates a culture of philanthropy
• Commitment to MVV across the station ensures it
  will remain a priority in the years ahead

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PBS Development Conference

• Mission, Vision, Values in Action
• Kay Sprinkel Grace, Presenter
• kaysprinkelgrace_at_aol.com
• www.transforming-philanthropy.org