Audience Journey Donor Retention Toolkit

The audience journey research conducted by NPR Audience Insight found that after the “honeymoon” period of becoming a donor, there is little substantial follow-up from stations. Donors feel like they’re just being asked for more money. They begin to ride along on cruise control, if you will. There’s a distinct opportunity to bridge the gap with donors. When we deepen their connections to our stations, we also foster relationships with significant lifetime value for both the…