The Listener Survey Toolkit
Chapter 1
To link programming preferences with member contributions

TABLE OF CONTENTS
Overview
Why Conduct a Listener or Member Survey
Research Myths and Misconceptions
Building the Survey
Survey Methodology
Survey Questions
Processing the Data
Data Analysis and Reporting
Applying the Survey Results
Station Service and Support for the Listener Survey Toolkit
Sample Questions
Many public radio stations feature at least two prominent formats; some have even more. The audiences for these formats are often composed of different types of individuals. Even stations with one format may have distinct groups of listeners based on daypart or the different appeal of various programs. Yet when seeking financial support, most stations appeal to all their listeners at exactly the same time and in exactly the same way. They mail the same renewal or additional gift letter to all members, regardless of their programming interest. Knowing that different programming motivates support among different people, this cannot be the best method of maximizing membership revenue.

For example, some listeners who are interested primarily in jazz or classical music could be repelled by being asked to support the cost of news programming. Conversely, many news listeners might not respond to a plea to support jazz or classical music.

Individualization of the membership message is the key to increased response. One way this can be done is by obtaining basic information about members through a survey. This information should include:

1.Their programming / format preference(s)
2.Their age group
3.If one, two, or more listeners use the station in the household

Once this information is obtained and entered into the station database, letters with customized messages can be sent with all funding appeals. For example, if a person is primarily a classical listener, their letter would refer only to reasons why they should support classical music. The same can be done for any format.

While it may take a year or more to set up, receive, and enter these critical member data, all direct funding appeals from that day forward can be focused to specific listener interests. This should increase the net income of your station, all because you asked the right questions, organized the information, and used it to communicate more personally and effectively with your supporters.

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