How to Make Your Audience Give On-Air

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Convince listeners that giving to their public radio station is worthwhile and will make a positive difference in their own lives and in their communities.

Many factors influence why people give money to charities, causes and other nonprofits, but the fundamentals of fundraising tell us that people give where they feel their money is needed and where it will make a difference. In public radio’s case, the programming causes giving; people give because they understand their financial support keeps the programming they want on the air, and that their contributions ensure the station’s editorial independence. This is true for both…

Many factors influence why people give money to charities, causes and other nonprofits, but the fundamentals of fundraising tell us that people give where they feel their money is needed and where it will make a difference.

In public radio’s case, the programming causes giving; people give because they understand their financial support keeps the programming they want on the air, and that their contributions ensure the station’s editorial independence. This is true for both news/talk and music stations.

Your job is to demonstrate to listeners (whether they’ve given before or not) that their money is needed and that their giving will make a positive difference in their own lives and in their communities.

It’s also a fundraising fundamental that people like to support winners. People do come to the rescue of institutions in trouble; the trouble must be justified and the institution must be worth saving. But under ordinary circumstances, people help organizations remain strong and grow, rather than prevent them from sinking.

Why Some Listeners Give and Others Don’t

A long-held myth in public radio says that only one in 10 listeners supports his or her station. The ratio is derived from comparing the number of weekly listeners to the number of annual givers. This is a flawed comparison, of a weekly metric to an annual one. It also doesn’t recognize that giving tends to happen by household.

The number of listeners actively giving to public radio is greater than one in 10, but it’s still true that not every listener gives.

In order to give a person must:

Listen to your station

People support organizations for which they have an affinity; non-listeners don’t give to public radio.

Listen to your station more than other stations

Your weekly cume audience estimate is divided into core listeners (those who listen to your station more than they listen to other stations) and fringe listeners (those who listen to your station less often than they listen to other stations). Core listeners are your prospective (and current) givers because they rely on your station enough to agree that they should support it.

Find your station personally important

Personal importance explains why your listeners choose your station over other sources of information and/or entertainment. It means that these listeners believe your station adds value to their own lives and to your community.

Believe listener support is important

Your donors and prospects believe that listener support is important to the service you provide. They understand that while your station also has other funding sources, listener support is the primary source of funding for your station, and they believe they personally should play a role in providing this support (Source: Audience 98).

Act on this belief by giving

This simply means listeners take the important step of contributing to your station.

If your station subscribes to Nielsen’s audience estimates, they provide a wealth of information about who’s listening to your station and when and how often they listen. The estimates will help you understand who your core and fringe listeners are. Also, consult your station’s program director and the Public Radio Program Directors Association for more information and resources.