2005 DISTINGUISHED SERVICE AWARD
Presented to Velma Climenhaga
WETA
Nomination Narrative:
Velma Climenhaga has been part of WETA’s membership program for almost 25 years. Let me tell you why she has earned the nickname of our “Million Dollar Baby”!
The monies delivered by membership are an essential component of the operating budget of most public broadcasting stations. WETA is no exception, with membership contributing over 50% of the operating funds for FY05. But, membership programs provide more to the station than just dollars; membership provides a direct, local link to the community a station serves. Feedback from and participation by the community helps mold and shape the values and mission of each public broadcasting licensee.
To understand the nature of a well-run membership operation, it is helpful to think of the program as a three-legged stool: one leg is the science and creativity of the fundraising efforts, the second is the quality of the prospects, and third the management and quality of the data.
Without consistent, accurate management of the basic database, all other efforts are diminished. Without a correct address, for example, the donor record may as well not exist. Consider this most common example: a member moves without notifying us. The benefits accruing to that member (monthly program guide, periodic communications) cease, because we can’t deliver them. If we can’t deliver the benefits, the on-going connection between the station and the donor is weakened. The member may feel the relationship implied by the word “member” has been ignored; the member becomes angry at the station. The request to renew goes astray. The initial investment by the station is lost and future revenue imperiled. Multiply just this one example by hundreds per month and you can see the staggering costs that mismanagement of the database can incur.
WETA membership staff serves a membership base of more than 140,000 active members, more than 350,000 lapsed, an ambitious direct mail program of millions of pieces a year, and a highly successful on-air fundraising effort for both television and radio. Literally hundreds of pieces of mail are returned to us each week, a never-ending flow of changing information. For 24 years Velma Climenhaga, as a part-time volunteer, has faithfully performed her assigned duties, working 25-30 hours per week: sorting mail, making corrections to member records such as changes of address, deletions, and merges. Velma’s contribution salvages countless donors in the file, allowing WETA to fulfill our commitment and increasing the commitment between institution and member. A rough revenue calculation, using an average of 50 local changes of address per month, an average gift of $105 per member, and a 65% renewal rate yields an astonishing $982,800 in revenue retrieved over the past 24 years. In addition, by refusing compensation and serving as a volunteer, Velma saves us the cost of salary and benefits for a three-quarters time staff person, approximately $25,000 a year in direct expenses. No wonder we call Velma our own “Million Dollar Baby”!
Born in 1918 in Burrton, Kansas, Velma arrived in Washington, D.C., as a young adult and became employed first as a secretary, then a computer programmer for the Department of Defense. Along the way, she married, raised one child, three stepchildren, and earned her degree in Business Administration at George Washington University. She has lived in 25 states and two foreign countries. Today, she points with pride to 10 grandchildren and nine great-grandchildren. When not working with the WETA staff, she relaxes with bridge, writes up profiles of new residents at her retirement community, and takes the lead on the Xmas Bazaar for the retirement community.
Her contribution to member stewardship, increased revenue, and decreased expense is incalculable. For her dedication and skills, we at WETA believe she deserves to be the recipient of the NFPB Distinguished Service Award.
Presented to Velma Climenhaga
WETA
Nomination Narrative:
Velma Climenhaga has been part of WETA’s membership program for almost 25 years. Let me tell you why she has earned the nickname of our “Million Dollar Baby”!
The monies delivered by membership are an essential component of the operating budget of most public broadcasting stations. WETA is no exception, with membership contributing over 50% of the operating funds for FY05. But, membership programs provide more to the station than just dollars; membership provides a direct, local link to the community a station serves. Feedback from and participation by the community helps mold and shape the values and mission of each public broadcasting licensee.
To understand the nature of a well-run membership operation, it is helpful to think of the program as a three-legged stool: one leg is the science and creativity of the fundraising efforts, the second is the quality of the prospects, and third the management and quality of the data.
Without consistent, accurate management of the basic database, all other efforts are diminished. Without a correct address, for example, the donor record may as well not exist. Consider this most common example: a member moves without notifying us. The benefits accruing to that member (monthly program guide, periodic communications) cease, because we can’t deliver them. If we can’t deliver the benefits, the on-going connection between the station and the donor is weakened. The member may feel the relationship implied by the word “member” has been ignored; the member becomes angry at the station. The request to renew goes astray. The initial investment by the station is lost and future revenue imperiled. Multiply just this one example by hundreds per month and you can see the staggering costs that mismanagement of the database can incur.
WETA membership staff serves a membership base of more than 140,000 active members, more than 350,000 lapsed, an ambitious direct mail program of millions of pieces a year, and a highly successful on-air fundraising effort for both television and radio. Literally hundreds of pieces of mail are returned to us each week, a never-ending flow of changing information. For 24 years Velma Climenhaga, as a part-time volunteer, has faithfully performed her assigned duties, working 25-30 hours per week: sorting mail, making corrections to member records such as changes of address, deletions, and merges. Velma’s contribution salvages countless donors in the file, allowing WETA to fulfill our commitment and increasing the commitment between institution and member. A rough revenue calculation, using an average of 50 local changes of address per month, an average gift of $105 per member, and a 65% renewal rate yields an astonishing $982,800 in revenue retrieved over the past 24 years. In addition, by refusing compensation and serving as a volunteer, Velma saves us the cost of salary and benefits for a three-quarters time staff person, approximately $25,000 a year in direct expenses. No wonder we call Velma our own “Million Dollar Baby”!
Born in 1918 in Burrton, Kansas, Velma arrived in Washington, D.C., as a young adult and became employed first as a secretary, then a computer programmer for the Department of Defense. Along the way, she married, raised one child, three stepchildren, and earned her degree in Business Administration at George Washington University. She has lived in 25 states and two foreign countries. Today, she points with pride to 10 grandchildren and nine great-grandchildren. When not working with the WETA staff, she relaxes with bridge, writes up profiles of new residents at her retirement community, and takes the lead on the Xmas Bazaar for the retirement community.
Her contribution to member stewardship, increased revenue, and decreased expense is incalculable. For her dedication and skills, we at WETA believe she deserves to be the recipient of the NFPB Distinguished Service Award.
