On The Occasion of Giving

Public radio listeners earn more money than those without their high levels of education. Their household incomes suggest that many can well afford to give more than $40 to $60 a year.

But when it comes time to write a check or pick up the phone, listeners probably gauge all aspects of their immediate financial situation and give what they feel they can afford at that moment.

Income is certainly a big part of that, but so is their current checkbook balance and the bills on the table. Listeners with the wherewithal to give $200 may only give $50 because that’s all they feel they can afford when they’re asked.

Fortunately,

no law states that listeners can give only once per year.

Every station has listeners who give two, three, even four times per year. Many stations also have installment plan givers who contribute affordable amounts every month.

In this sense giving parallels listening. People become core listeners not by listening longer each tune-in, but by tuning in more frequently. Similarly, listeners’ giving frequency can determine whether their annual contributions are large or small.

It may be tough to increase the amount a person perceives he can afford.  But by asking several times per year or by automating regular payments, we might get a step closer to reconciling affordability with means and increasing the size of the average annual gift.

– David Giovannoni
AUDIENCE 98 Core Team

– John Sutton
AUDIENCE 98 Associate

 

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