ERIC Number: ED415829
Record Type: Non-Journal
Publication Date: 1997-Nov
Reference Count: N/A
Who Donates to Public Broadcasting? Profiles of Donors from the Monitor Survey. CPB Research Notes, No. 102.
Corporation for Public Broadcasting, Washington, DC.
In 1996, membership or subscription contributions provided 23% of public broadcasting's $1.9 billion income. Detailed information about the contributing audience can help managers maintain and grow member support. As part of the annual Yankelovich Monitor survey, the Corporation for Public Broadcasting gathered extensive demographic, attitudinal, and product usage data about people who donated money to public broadcasting. Of the total population polled, 13% said they had donated to either public radio or television in the past two years. This report explores characteristics of donors versus non-donors and suggests ways in which this information can be used by stations. The report looks at demographics, confidence, attitudes about learning, financial issues, musical tastes, leisure activities, television viewing habits, and privacy issues. Donors to public broadcasting overall are primarily older, proportionately more female, college educated, married, and white in comparison to the non-donor population. The median household income for donors is $58,000 compared to $35,000 for non-donors. Donors have a high level of confidence in advice from doctors, pharmacists, financial planners or bankers, magazine reports, and recommendations by travel agents. Both donors and non-donors have low levels of confidence in news reports on television and in newspapers, the ability of public schools to educate children properly, and advice from lawyers. The top three leisure activities for donors and non-donors are reading, spending time with friends and family, and watching television. (SWC)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Corporation for Public Broadcasting, Washington, DC.