Comparing Givers by Size of Gift

The differences among those who give and those who don't are in sharp focus when viewed through the lens of our Stairway to Given.

Those who are the most generous to public radio know the route up the Stairway the best.

– Jay Youngclaus
AUDIENCE 98 Core Team

 

Stairway to Given (For most-listened-to Public Radio Station)		Current Givers
		$100+	$50 to $99	$1 to $49	Not Current Givers	Don't GIve
	Percent of Listeners	6	10	11	19	54
	Percent of Listening	11	16	15	19	39
	Percent of Givers	23	37	41	0	0
	Percent of Giving	49	32	19	0	0
Steps 1&2 Reliance on Public Radio	Percent in Core	76	71	63	48	37
	Loyalty	62	59	51	39	29
	Years Listening to Station	13	12	12	13	7
	Percent with "Strong" Reliance on Public Radio	79	74	67	50	37
	Percent who listen both Weekdays and Weekends	78	72	66	56	41
	Occasions (per week)	13	12	10	8	6
	TSL (HR:MN per week)	15:47	14:16	12:32	9:24	6:39
Step 3 Personal Importance	Percent who agree Public Radio Station is Personally Important	99	95	96	92	81
	Percent with "Strong" Sense of Community	77	77	71	60	45
Step 4 Funding Beliefs	Percent who have Beliefs Associated with Giving to Public Radio	43	44	39	38	32
Step 5 Ability to Afford	Average Annual Household Income	$103,000	$89,000	$67,000	$64,000	$58,000

Audience Research Analysis
Copyright © ARA and CPB.  All rights reserved.
Revised: September 01, 2000 12:38 PM.