With the National Religious Broadcasters (NRB) Convention happening this month, it’s time for some good news.
The mission of almost every one of the ministry organizations we work with could be summed up like this: To help our listeners take a step toward Jesus today.
They differ in their wording, but this is a summation.
Our jobs would be very difficult if this mission did not align with what Christian listeners want. Imagine if listeners were interested in recipes . . . or sports . . . or politics . . . or Steven King novels, but our mission was communicating the Gospel. Because of why they listen, it would be hard to make a connection with such a mismatch.
The good news is that’s not what Christian listeners want or expect. In fact, they indicate they leave if we dive into those things.
They want Jesus. They want the Gospel. They want Truth.
In our most recent Why Listen Survey:
- 84% indicate “it helps me grow spiritually” as a main reason they listen.
- 86% indicate “it helps me worship God throughout the day” as a main reason.
- 86% are very interested in “a word from Scripture and how it might apply to your life today.”
When we ask about spiritual growth, worship or Scripture, the numbers soar.
When we ask about sports, politics or pop culture on Christian radio, they plummet.
Example: Two percent (2%) indicate “the latest news from Hollywood” as a main reason they listen.
As you head to Dallas/Fort Worth for the NRB Convention soon, take heart. If you’re not coming to Dallas/Fort Worth, still take heart.
Your listener’s passion for Him, His Word, His Kingdom is high! Hallelujah!
