ERIC_NO:
ED431402
TITLE:
Who Donates to Public Broadcasting? Profiles of Donors from the Monitor Survey. CPB Research Notes No. 118.
PUBLICATION_DATE:
1999
ABSTRACT:
As part of the annual Yankelovich Monitor survey, extensive demographic, attitudinal, and product usage data were gathered about
people who donate money to public broadcasting. Of the total
population polled, 11% said they had donated to public television,
and 4% said they had donated to public radio in the past two years.
This report explores the characteristics of donors to public
broadcasting and suggests how this information can be useful to
development managers. Findings are discussed in terms of
demographics, radio and television crossover, charitable habits,
confidence and self perception, attitudes about learning, savings
and disposable income, musical tastes, leisure activities,
television viewing habits, and privacy issues. Applications of this
information are suggested for stations attempting to target
programming, underwriting, and fundraising toward their current
audience and potential donors. (AEF)
MAJOR_DESCRIPTORS:
Audience Analysis; Donors; Fund Raising; Public Television;
MINOR DESCRIPTORS:
Attitudes; Individual Characteristics; Programming (Broadcast); Public Support; Radio; Surveys; Tables (Data); Television Viewing;
IDENTIFIERS:
*Public Radio
PUBLICATION_TYPE:
110; 143