Driving Donations: How Piano Helped DER STANDARD Fuel a 10x Increase in Voluntary Contributions in the First Month


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When the Austrian daily DER STANDARD set out to introduce a new revenue stream, they wanted a model that wouldn’t adversely affect their advertising reach, and that kept the journalism they offer open and accessible to everyone. To provide that they opted for a strategy centered around voluntary contributions, calling on Piano software and services to power the new endeavor and help them launch as quickly as possible.

“We wanted a system that was strong at dialogue with our readers, and at subscription management too,” says Florian Stambula, Head of Digital Subscription Products for DER STANDARD. The Piano platform provided that, while Piano Launch Services was “a game-changing experience” for DER STANDARD, Stambula adds, helping them bring their new initiative to market in a matter of weeks — 75 percent faster than originally planned.

With the help of Piano, DER STANDARD saw quick results, experiencing a 10x increase in contributions within the first full month alone, compared to an earlier test period.

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