Listeners Who Give Money To Public Radio
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.
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Free-Riders, Givers And Heavy Users
The economy of public radio has changed from dependence upon government tax dollars to self-sufficiency based on audience service.
For those interested in economic theory and policy questions, this research article places the findings of the Tracking Study into a larger context.
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Annoyance With Fundraising
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.
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