KPFK General Manager's Report to the PNB
July 2009
Finance
KPFK currently has $413,073.93 in the bank. Year to date KPFK has raised $2,747, 641 in cash and is budgeted at $2,833,367 with a variance of $85,726 or 3%.
Fundraising
KPFK June 2009 Fund-Drive:
Goal: $1000,000 - Total Pledged: $931,633.00 - Variance: $68,367
Total Paid: $564, 378 - Variance: $367, 254 - Current Money Fulfillment Rate: 60.5 %
Average Pledge: $ 135.00 - # of Pledges: 6892 - Current Pledges Fulfillment Rate: 76.2 %
New Pledges: 1938 ? Renewals: 1069 ? Rejoins (lapsed): 1435 ? Additional Gifts: 2449
Credit Card Pledges: 4886 ? Non-Credit Card: 2006
Pledges with Thank-you gift: 6535 ? Pledges without Thank-you Gift: 357
The June 2009 fund-drive lasted 20 days, 3 days shorter than the February drive. Traditionally a KPFK fund-drive will last 17 days maximum. During the final 2-3 days of a typical fund-drive the average daily total will reach $60,000 to $90,000. During the June fund-drive, however, we experienced a daily total in the final days of $45,000 to $50,000. This information led me to believe that it was wise to stop the fund-drive and make up the variance in August, as I was witnessing extreme donor fatigue. Additionally, KPFK relied heavily on health related topics and thank you gifts requiring KPFK to preempt public affairs for health specials. I believed with breaking news in Iran and elsewhere in the world, it was time to return to regular programming.
KPFK is prepared to conduct several creative on and off-air fundraisers in the month of August.
Programming
Ratings:
Weekly Listeners (3 month Average, April, May, June): 111,700
Average Quarter Hour (3 month Average, April, May, June): 1,833
KPFK rank out of 65 FM stations in metro Los Angeles
Monday thru Sunday 6am to 12mid: 59
Monday thru Friday 6am to 10am: 50
Monday thru Friday 10am to 3pm: 63
Monday thru Friday 3pm to 7am: 60
Monday thru Friday 7pm to 12mid: 61
Saturday thru Sunday 6am to 12mid: 52
It is obvious that improvement in programming is desperately needed. KPFK is bogged down in debate of process for such improvements. The strategic plan that was presented to the Pacifica National Board in January 2009 clearly identifies methods for improvement. Identifying listener behavior (what radio users want or expect and their patterns) is the basis for building a strategy for programming and formatting. I encourage the board to take another look at the strategic plan.
Sean Heitkemper
General Manager, KPFK
Pacifica National Board 
