KXXX Mission Statement:
 

The purpose of KXXX is to support and enhance EdU’s mission by providing quality programming which serves the region in a dependable manner.

Statement of Ethics:  (This statement indicates that KXXX development staff, on behalf of the station and its licensee, will always conduct themselves in the most honorable manner possible and the station will always have the funder’s best interest at heart).

 Listener Support:

Membership:  (As each objective is formulated, consider best results you can hope for.  By when?  This will help provide focus and will help you quantify the results you hope to attain.)

Objective:  To expand KXXX’s membership base (or income) during FY__ on-air campaigns by ___% (or $_____).

Action Item: Move to coordinated thematic approach focusing on the outlying regions

Tasks:
 

• Recruit ___ guest hosts from each outlying town to appear on the day dedicated to their respective towns by (date)

 
• Record ___testimonials for use as prepromotion before and promotion during on-air campaigns by (date)

 
• Etc., etc.  Tasks don’t need to go in the overall plan. That level of detail will slow the progress down too much. Instead, I would suggest that you set dates to initiate and complete each objective and make an associated work plan for each.  They're stated here to illustrate the breakdown of the various planning elements and their relationships.

Underwriting:
 
Objective: To increase KXXX's annual income by $_______ as a result of underwriting monies from the business community

Action Item: Acquire necessary solicitation tools and research

Tasks:
 

• Develop underwriting kit

 
• Research business and corporate community

 
• Develop prioritized prospect list and solicitation timetable


Foundation Support:
 

Objective: To create foundation support revenue stream

Action Item:  Create necessary print support materials

Tasks:

 
• Create case statement

Major Giving:

Objective: To create a major giving program

Action Item No. 1: Analyze historical data

Tasks:

• Identify and segment members above the giving level of $250, who are renewing members with a pattern of multiple gifts within successive years

 
• Develop prospect list, segmented according to giving level

 
• Develop major giving recruiting and orientation materials

Planned Giving:

Objective: To create a planned giving program

Action Item No.1: Recruit expertise

Tasks:

• Identify legal and financial institions which might provide assistance to KXXX's planned giving endeavors
• Assemble panel of legal and financial experts to serve as resource group

 
• Target printer or artist to develop print solicitation materials

Positioning Statement: (Positioning is that distinctive niche that you occupy within the community, based on your ability to identify and meet a particular need.)

Target Audience: (That segment of the audience that KXXX will give priority attention to as a result of the strategic planning process.)

External Marketing:

Objective:  To develop awareness base in each outlying population center

Action Item: Identify and recruit Volunteer Outreach Coordinators

Tasks:

• Sort membership database by zip code
• Identify members in outlying areas who have been members for multiple years


Action Item: Expand ongoing coverage in area print media

Internal Awareness:

Objective: To illustrate the station's worth to the licensee

Action Item: Quantify KXXX’s worth to EdU

Tasks:

• Identify all services KXXX provides to EdU
• Assign a dollar value to KXXX’s services