ERIC Number: ED431402
Record Type: Non-Journal
Publication Date: 1999-May
Reference Count: N/A
Who Donates to Public Broadcasting? Profiles of Donors from the Monitor Survey. CPB Research Notes No. 118.
Corporation for Public Broadcasting, Washington, DC.
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)
Publication Type: Numerical/Quantitative Data; Reports - Research
Education Level: N/A
Authoring Institution: Corporation for Public Broadcasting, Washington, DC.