In the Finney Media Why Listen® Survey, we asked thousands of Christian Music Radio listeners across the country this question:
While there are many general reasons for donating to a radio ministry, there are often special circumstances that move you from just thinking about giving to actually making a CALL, going ONLINE or writing a CHECK to make a gift. Thinking of the last few times you made a gift, how important were each of the following in TRIGGERING your decision to donate?
Among the many reasons to give, here are the Top Five Reasons, according to Christian music radio listeners, ranked on the percentage who indicated it was a “very important” reason to give.
| 1. | I believe in the mission and vision of the ministry | 85% |
| 2. | An inner feeling God wanted me to give | 80% |
| 3. | Knowing God tells us to support those who minister to us | 63% |
| 4. | A story about someone’s life that was changed through the ministry | 30% |
| 5. | An emergency need at the ministry | 27% |
Listeners say they give when they believe in your mission – when your ministry mission aligns with their beliefs.They are also moved by a “responsibility” to help, as shown in reasons number 2 and number 3. We recommend that these findings be a foundation for your discussions about how you craft your messages. Is your mission clear through your day-to-day on-air work? Does it align with everything you do?
If you participated in the Why Listen survey, now would be a good time to review the answers on giving for your specific radio ministry (the question and answers begin on line 619 of your findings). Spring sharathons are fast approaching.
