DMW Worldwide has added four public broadcast stations as clients.
The accounts are WBUR, a National Public Radio news station owned by Boston University; KUSC/Los Angeles, a primarily classical radio station owned by the University of Southern California; WMFE TV-FM/Orlando, a radio and television service for central and eastern Florida; and KCTS/Seattle, a TV station serving northwest Washington and British Columbia.
“We're there to use fundraising and direct marketing techniques to acquire new contributions and to communicate with active donors and to help build a relationship with active donors,” said Tom Hurley, president of the nonprofit group and managing director at DMW.
The Braintree, MA, agency will offer services such as strategic planning, list acquisition, creative design and writing, production management and analysis.
The WBUR account had no incumbent agency, with direct marketing responsibilities previously kept inhouse. The KUSC account was gained because of new management. WMFE previously used Infinite OutSource, Tampa, FL. KCTS was served by Angeles Communications, Glendale, CA.
A $132 million billings agency, DMW has more than 40 stations nationwide as clients. Its roster includes Boysville of Michigan, The Friends of Carnegie Hall, World Society for the Protection of Animals and the American Humane Association.
As with its other clients, DMW will work with the new accounts to craft campaigns that raise membership levels as contributors respond to direct marketing appeals.
“All of them have one thing in common: the single-largest source of their revenue to operate as public broadcasters comes from individual donors,” Hurley said, “and it's our job to help the stations develop a strong and loyal donor base.”