Station Spotlight: A Conversation with Ryan Laurie, Detroit Public TV / 90.9 WRCJ
We are fortunate to work with stations all over the country to help streamline their operations and enhance the impact they make in their communities, including one of our MSB partners: Ryan Laurie, Vice President of Development Operations at Detroit Public TV / 90.9 WRCJ. Ryan has been instrumental in driving innovation and community engagement, and we recently had the opportunity to dive into his insights on the importance of public media, collaboration with CDP, and the future of broadcasting.
Please introduce yourself and tell us a little bit about your background? How did you get into public media?
I'm Ryan Laurie, and I currently lead Development at Detroit Public TV. My journey into public media began back in November 2000, right out of college, when I saw an ad in the paper for a membership coordinator position at Detroit Public TV, and the rest is history. Initially, I handled direct mail and moved on to manage pledge operations. Later, I played a central role in bringing a new public radio station online then led the effort to create an integrated online fundraising model to meet the digital age. Over time, I transitioned to roles focusing on database management and overall development team operations.
Why is public media so important, and what are you most excited about with CDP’s technology? How are we collaborating for the common good?
Public media holds immense significance, offering a diverse array of educational and informative content accessible to all. Personally, witnessing the impact of programs like Sesame Street on my children when I first started in public media all the way to how the programs still serve my family more than 20 years later showcase the longevity of our content – and the service we provide in our community. Public media provides a platform for lifelong learning, catering to a wide audience with varied interests.
Collaborating with CDP's technology amplifies our reach and impact, ensuring that quality content continues to enrich lives across communities. Sometimes when you work in this environment every day, you forget how impactful the work is, but working with CDP allows me to focus on building the relationship with our community, without focusing on the busy work behind the scenes.
We all know that listening and viewing are changing – how can we/must we change how we think about public TV/radio membership in order to thrive?
Adapting to evolving viewing and listening habits is crucial for the sustainability of public TV and radio. Embracing platforms like Facebook Live, YouTube, and even TikTok allows us to engage with audiences where they are. Leveraging technologies like RevCRM can enhance our membership strategies, ensuring a seamless experience for donors and users alike.
Tell us about your experience working with CDP and the MSB Co-op – what is most valuable to you, your organization, and your donors about this partnership?
Working with CDP and the MSB Co-op has been transformative for our organization, and ultimately helps us bring in more revenue for our station so we can make a bigger impact on our community. This partnership allows us to offload day-to-day tasks, freeing up resources to focus on larger fundraising goals and more impactful funding. The shared commitment to advancing public media aligns perfectly with our mission of making public media great, fostering trust and collaboration that is essential for our collective success.
Innovation is a core pillar of our organization. Can you tell us some of the ways this innovation mindset has benefited your station?
Innovation has propelled our station forward, enhancing our fundraising efforts and expanding our outreach. Initiatives like canvassing and partnerships with third party platforms have driven tangible results, enabling us to do more with limited resources and ensure we’re capturing all the ways our community can help support our station.
We also have access to curated solutions through the MSB Co-op, which helps us stay ahead of the curve and deliver value to our donors and community. Rather than spending hours researching what platform is right, I can tell CDP we want to implement something new, and they already have a trusted partner or idea in the wings ready for us to implement. Helping with the execution and not just the ideation is invaluable to our organization.
You can’t have public media without community. What are some of the initiatives you’re focused on for 2024 to engage the greater Detroit community?
Engaging the Detroit community remains a top priority for us, but we don’t just want to represent our community, we want to offer a platform for our community to represent themselves. We're intensifying our efforts around diversity, equity, and inclusion, amplifying underrepresented voices and stories. We have four main pillars as an organization: Education, Arts & Culture, Journalism & Public Affairs, and Energy & Environment.
Collaborations with local organizations, such as the AAPI and Black Church Initiatives, aim to foster authentic connections and rich storytelling. Additionally, initiatives like the Michigan Learning Channel and partnerships with non-profits underscore our commitment to education and community empowerment.
How do you benefit from data and insights across the system – how do you use what you learn?
Data-driven decision-making is integral to our operations. Platforms like RevCRM provide valuable insights into donor behavior and preferences, guiding our strategies. Additionally, tapping into the insights of our peers through events like the MSB Summit facilitates knowledge sharing and networking, enriching our understanding of best practices. Ultimately, leveraging data empowers us to adapt and thrive in a dynamic media landscape. In the end, it’s systems and technology to connect with people – viewers, listeners and donors who are at the heart of what we do every day.
Thank you, Ryan, for sharing your insights and experiences with us today. It's clear that your dedication to public media and commitment to innovation are driving forces in shaping the future of Detroit Public TV. We look forward to witnessing the continued impact of your work in your community!