Why Tanager
Tanager Digital was founded to help public media stations modernize their development by meeting today's audience where they are – on digital. While donor giving to nonprofits has grown substantially over the past decade, financial support for public media has significantly lagged behind comparable organizations despite strong public support for its mission.
We identify three main reasons for this disparity, which we resolve accordingly:
Navigate stations through the urgent audience transition to digital.
Viewers and listeners haven't vanished – they've migrated to digital platforms like social media, YouTube, search engines, and streaming services. This shift is accelerating, and stations that don't adapt risk losing connection with both current supporters and tomorrow's donors.
Democratize the same digital distribution technology that powers growth for private sector companies and other nonprofits.
While stations deeply understand their audiences and craft compelling content, the greatest fundraising opportunity lies in using digital distribution tools to amplify this resonant messaging.
Empower public media teams to overcome resource constraints through strategic digital efficiency.
Marketing, membership, and audience teams are often understaffed yet expected to compete with well-funded nonprofits already leveraging sophisticated digital strategies.
To accomplish this, we've built our approach around principles that address these specific challenges facing public media today:
Public Media Specialization
We understand public media's rich development ecosystem - from converting casual listeners to sustaining members and acquiring first-time donors, to cultivating philanthropic relationships. We provide targeted digital solutions for each revenue stream because we know what motivates public media supporters at every giving level. Every prospect - from tip-jar supporters to major donors to corporate sponsors - is a real person, and we provide the digital means to connect with each where they are.
Seamless Vendor Integration
We work within your existing systems and vendor relationships rather than forcing costly platform changes. Our solutions enhance what you're already doing well.
Cross-Team Collaboration
We work across your marketing, audience, and membership departments to eliminate the silos that undermine fundraising effectiveness. Most agencies focus on tactics; we focus on aligning your entire fundraising ecosystem.
Implementation Partnership
We don't just deliver strategic recommendations - we provide proven digital strategies and execute them for you. Understanding that teams are leaner than ever, we take full ownership of implementation while ensuring every campaign delivers revenue-positive results.
Your Assets, Amplified
We identify what's already resonating with your current supporters and amplify those proven messages to reach the donors you haven't connected with yet. Your existing content and community trust become the foundation for expanding your supporter base.
Tanager DigitalThe reality is stark
Other nonprofits are already using these digital strategies to connect with donors who could support public media instead. Every day your station delays implementing strategic digital distribution is a day competing organizations are building relationships with these potential supporters.
Digital efficiency makes more resources available for what matters most – the journalism, programming, and community service that define your mission.