NPR News stations have a fundraising opportunity they’ve never had before and might never have again: the opportunity is to turn significantly more listeners into sustaining givers. Why now? On March 11th, David Giovannoni, President of Audigraphics, Inc. and longtime public radio researcher, wrote in Current that “The events of the last 10 months have accelerated longstanding trends in listeners’ relationships with their NPR News stations. Today listeners to NPR News stations rely more on these stations than ever. The programming is more important to them than ever.”
Audience 98 showed us that listening causes giving. But listeners give only when they become core listeners, and even then it can take up to a decade (or more) for a listener to become a giver. It’s clear that the time to translate increased loyalty into sustaining giving is now.
Seizing upon increased loyalty to create more sustainers isn’t just something we can do, it’s something we must do. The revenue stability we can create from increasing sustainers will be a necessity as we grapple with changing listening habits and a greater-than-ever imperative to build new audiences.