Audience Insight
                              and Research




Sustained Giving Research
         Results



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Audience Insight
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           NPR Sustained Giver Respondents
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Sustaining givers skew younger...
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Sustained Giving Results

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Sustained Giving Results

  1. 1. Audience Insight and Research Sustained Giving Research Results June 3rd, 2010
  2. 2. Audience Insight and Research Summary of key findings • Sustainers’ main reason for giving is communal, while nonsustainers’ main reason is personal: – Sustainers give because they want to help their community & feel more connected to it – Nonsustainers give so that they can keep listening to programming that’s personally important to them • When deciding how much to give, sustainers rely on subjective value while nonsustainers rely on objective practicality: – Sustainers decide how much to give by thinking about how much their station means to their community – Nonsustainers decide by thinking about what fits their budget • Sustainers are more involved in the public radio community and are more reliant on it than other listeners: – Sustainers have a better understanding of how much of their station’s funding comes from listener contributions – Sustainers spend more time listening not just to their own public radio station but also to other public radio stations – Sustainers engage in more cross-platform usage of public radio content 2
  3. 3. Audience Insight and Research Who participated? Total Response 22,082 audience members KPLU VPR MPR WUWM WXPN CPR WBEZ WAMU WUNC KUHF WMFE 3
  4. 4. Audience Insight and Research Methods • NPR provided each participating station with a survey invitation text and a survey template. They had the ability to: – Modify survey invitation text – Modify the survey template content – Add in custom questions in line with their needs. • Each station had control over who they wanted to survey (or not), and how they wanted to deploy their survey. For example: – Some stations chose to survey a subset of their givers; others chose to survey all of their givers; and yet others chose to survey both givers and non-givers. – Some stations chose to field surveys via email invitation; some chose to do so through a website link; and some chose to do so through a newsletter link. 4
  5. 5. Audience Insight and Research NPR Sustained Giver Respondents N=22,082
  6. 6. Audience Insight and Research Summary of top reasons why listeners think someone should donate to a public radio station Sustaining Givers Nonsustaining Givers Nongivers The station is important The station is important The station is important #1 Reason to the community to them personally to them personally Giving keeps public radio Giving keeps public radio Giving helps support the #2 Reason free of commercial free of commercial station in general influence influence Giving reduces the They feel a sense of Giving helps support the #3 Reason number of on-air obligation as a listener station in general fundraising days 6
  7. 7. Audience Insight and Research Sustainers focus on community as the main reason to give. Other listeners focus on personal reasons. What are the top 3 reasons why you give to you station? N = 22,082 (total respondent count) 7
  8. 8. Audience Insight and Research Sustainers decide how much to give based on communal value. Nonsustainers decide based on what’s personally practical. Which of the following do you agree with as ways you decide how much to give? 8 N = 21,199 (where N is givers only)
  9. 9. Audience Insight and Research When convincing others to give, sustainers focus on community gains. Other listeners focus on personal gains We asked respondents to write pitches they thought would convince other listeners to give. We coded whether their pitches were community- vs. individual-oriented. 9 N = 22,082 (total respondent count)
  10. 10. Audience Insight and Research Typical examples of pitches written by sustaining givers • “Think of the all the ways you donate to your • “If you want to support and strengthen our community, whether through volunteering, community, then you need to support and giving to food drives, making sure your trash strengthen our station by donating now.” – goes in the right place. This is one more way Male, Age 35-44 to give and make life better for everyone in your community” – Female, Age 45-54 • “Community is built on shared experiences and values . Our station helps us know and • “Trustworthy content needs community appreciate of each other and the world. In support.”– Male, Age 25-34 the same way as our station helps our community, we need to help it by donating.” – • “By giving to our station you’ll feel a sense of Male, Age 65-74 connection and community.” – Female, Age 25-34 • “Giving to our station is one of the best ways to support and strengthen the community in • “Think of it as giving a gift to your which we live. They give to us, we should give community.. You can help those around you to them. “ – Female, Age 25-34 and feel closer to them all at the same time.” – Male, Age 45-54 10
  11. 11. Audience Insight and Research Typical examples of pitches written by nonsustainers & nongivers • “If you look forward to turning on your radio • “Giving isn’t about donating. It’s about to NPR, especially in the morning, you should investing in your future. If you like what probably donate.” – Male, Age 18-24. you’re hearing and want to keep hearing it, then you should give.” – Male, Age 45-54 • “As a listener I receive my news and entertainment from NPR and that’s why I • “If you use it, you should contribute - so - use donate. So give so you can continue receiving it or lose it!” – Male, Age 45-54 whatever your favorite programs are.” – Female, Age 35-44 • “Love what you hear? Why not show your love and donate?” – Female, Age 35-44 • “Just imagine where you would be without public radio. You wouldn’t get to listen o any • “Imagine what you would feel like without of your favorite programs anymore.” – your public radio station. You would have to Female, Age 55-64 listen to commercials and programming that’s not intellectually stimulating. If you don’t • “Do you like commercials and biased content? want to feel that way, then please donate.” – If the answer is no, then you need to donate.” Female, Age 55-64 – Male, Age 25-34 11
  12. 12. Audience Insight and Research Does Your Station Thank You Enough For Being a Sustainer? 39% No 56% Yes 5% I don’t know N = 4,748 (N is Sustainers from stations opting to ask this question)
  13. 13. Audience Insight and Research Sustainers have the most accurate understanding of how important listener contributions are We asked respondents to guess how much of their station’s funding comes from listeners. The chart below shows how many gave underestimates. 13 N = 22,082 (total respondent count)
  14. 14. Audience Insight and Research Community & convenience are top reasons for sustained giving Which of the following do you agree with as reasons why you’re a sustaining giver? Reasons most sustainers agree with Reasons most sustainers disagree with 14 N = 7,508 (N is sustaining givers only)
  15. 15. Audience Insight and Research Desire for independence & discomfort with billing options are top reasons for not being a nonsustaining giver Which of the following do you agree with as reasons why you aren’t a sustaining giver? nonsustainers agree with Reasons most Reasons most nonsustainers disagree with N = 13,691 (N is nonsustaining givers only) 15
  16. 16. Audience Insight and Research Discomfort with billing options is the top nongivers have never donated to their station Which of the following do you agree with as reasons why you don’t donate to your station? nongivers agree with Reasons most nongivers disagree with Reasons most N = 883 (N is nongivers only) 16
  17. 17. Audience Insight and Research Sustainers devote more time to public radio than other listeners How much time per day do you spend listening to public radio? Listening to public radio station Listening to other public that sent out the survey radio stations N = 22,082 (N is total respondent count) 17
  18. 18. Audience Insight and Research Sustainers access public radio in more ways than other listeners How many platforms do listeners use to listen to or access public radio content? N = 22,082 (N is total respondent count) 18
  19. 19. Audience Insight and Research The majority of sustaining givers are female N = 22,082 (N is total respondent count) 19
  20. 20. Audience Insight and Research Sustaining givers skew younger than nonsustaining ones– largely as a result of greater comfort & familiarity with online payments 20 N = 22,082 (N is total respondent count)

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