The 2021 Finney Media Why Listen?® Survey included almost 11,000 Christian radio listener respondents from three different formats: all-Music stations, Music/Teaching (Hybrid) stations, All-Teaching stations, and programs.
We asked them about whether or not they give to the ministry that sent them the survey. And to those who give, we asked about what moved them to make a call, go online or write a check to make a gift. The top five responses from CCM listeners are below. These are the percentage who said that reason is “very important” to their decision . . . a reason for their move from listening to giving.
| 1. Feeling called by God to give | 85% |
| 2. I believe in the mission and vision of the ministry | 82% |
| 3. Knowing God tells us to support those who ministry to us | 60% |
| 4. An emergency need at the ministry | 36% |
| 5. A story about someone’s life that was changed through the ministry | 32% |
The no. 1 and no. 2 responses – “Feeling called by God to give” and “I believe in the mission and vision of the ministry” – tell us something important. So crucial that you communicate clearly and often your mission and vision. Both on air and off air. Your listener/donor is passionate about listening, passionate about helping. Making sure that theme is at the center of your giving communication is crucial.
Help your team understand your why and be able to articulate it quickly.
Coming in January: The Top Five Artists – and the Top Five Songs – in nationwide CCM Music Research during 2022. Be sure you’re playing these artists and these songs and grow your listenership.
