What turns a public radio listener into a giver? Which will give at higher levels?
The ground-breaking research was designed by David Giovannoni of Audience Research Analysis. His studies were titled Audience 88 and Audience 98. Building on that tradition, Walrus Research designed The Public Radio Tracking Study, the largest ever recontact study of public radio listeners.
We developed a statistical model that predicts which public radio listeners will become givers. We also identified the characteristics of heavy givers.
The downside of listener support for public radio is that stations generate their revenue through on air fund drives, telemarketing and direct mail, along with underwriting. In this report from the Tracking Study we considered how annoyance with fundraising might limit its public service and public support.