The purpose of this Toolkit is to help your station learn more about the audience and obtain improved programming and fund-raising results through surveys. Ultimately, you have to decide "what do you want to know and who do you want to know it from?"

Who are your members? Which age groups predominate? What is their favorite programming? Is there any significant difference in the average gift or the likelihood of renewal among news or music listeners? Stations with access to Arbitron data can determine the approximate mix of listenership to different programs and formats. But how does listenership compare with membership? A practical application of determining the attitudes and opinions of members above and beyond just the Arbitron data is illustrated by one station that discovered its music listeners tended to be less satisfied with programming than news listeners. Knowing this, they conducted focus groups to determine why this was true and then took steps to renew music listeners' dedication to the programming. This perception could not have been discovered and isolated without a survey.

A very critical question on surveys can determine whether former members realize that their support has lapsed. Stations are often surprised to find that despite the information provided on-air and in the mail, a sizable percentage of lapsed members still believe they are members in good standing. One station's survey found that 31% of the lapsed believed that they were still current members! If renewal rates are not as high as a station would like them to be, this information could provide one reason why. Such information provides an impetus to review the content of the mail sent in the latter part of your renewal cycle, along with any lapsed mailings or telemarketing done by the station. Former members must realize that they are lapsed before you can renew them; if they do not know they are lapsed, they will likely perceive any contact from the station as an additional gift solicitation, which is far different in intensity and focus than the appeal of a lapsed message.

Additionally, it may be surprising to discover how many current and former members do not know the definition of being a member. In a recent survey, one station found that over 44% of its lapsed members could not correctly identify the definition of membership, even in a multiple-choice question. If there is uncertainty about what it means to be a member, this could impact both new memberships and renewals. It is an indication that an increase in listener and member "education" about membership needs to be included among future priorities.

Some stations wonder if the cost of membership is a factor in renewals. While it is true that a listener's perceived ability to afford membership is related to other issues, there still may be some who would offer support if the entry-level membership amount was reduced. Should this discounted membership be tested, offered to all, or targeted to a segment of current or lapsed members? While the results will vary for each situation, one survey recently demonstrated that there may be some applications where a discounted membership plan merits testing for some lapsed members, particularly those who are retired and on low or fixed incomes. At a specific point in the renewal process, perhaps the third or fourth letter in the cycle, this segment of members will be offered an opportunity to renew at a discounted level. This lower-cost membership will not be promoted during pledge drives nor be offered to most renewals. The information from the member survey has allowed this station to segment the audience most likely to respond to this type of appeal, without having to risk a loss of revenue from all entry-level supporters by making it known to everyone.

Most stations provide many benefits to members. But has your station determined which of those benefits really matter: which benefits actually influence the decision to join or renew? You can find out through a survey. While the responses will vary, one station found that the two most important tangible benefits to supporters were (1) obtaining regular programming information (program guide, newsletter, etc.), and (2) having the opportunity to participate in an annual member survey (beside providing valuable information, the member survey also acts as an excellent public relations vehicle to members). The most important intangible to supporters was being thanked and being appreciated for their membership. It seems that this is something no station can afford not to do regularly and effusively.

Another station is located in an area of high population growth and turnover. It was startled to find that the average member had lived in the area for fifteen years. This information identified an opportunity and provided the basis for strategies that can be devised and implemented to expand membership support by reaching out to new listeners in the area.

Following the completion of their first member survey, many stations are beginning to expand the information they record about each contributor in their database. This allows them to segment and hopefully improve the return on mailings to current and lapsed members. Basic information being added to the database includes programming preference, age, and the number of persons in the household who regularly listen to the station. Determining the program, format, or combination of formats preferred by members is valuable data unto itself, and it allows for further communications to be tailored to the interests of the member.

For example, if a member listens only to classical music, why would they want to respond to pleas for support of the station's jazz or news programming in future renewal mailings? Knowing the age range allows for broad comparisons between the age of members and that of listeners.

When the average number of listeners in member households is determined, the station's member penetration rate (the percentage of the weekly cume who support) can be figured much more accurately. For example, if a station has 10,000 members and a weekly cume of 100,000, we might think that the penetration level is 10%. Not true. If the average number of listeners in member households was 1.679, that means that the membership of 10,000 actually represents 16,790 persons; a penetration of nearly 17%.

These are only some of the areas that can be explored in a member survey. Your station may have unique circumstances that are very different from some of the examples presented here, yet are essential to understanding the behavior of current and former members. In almost all cases, these can be tested and determined in a properly conducted member survey.

Even better, the information from member surveys becomes more valuable every year. As a baseline is established and comparisons are made to past results, it is possible to track progress of station initiatives to improve fund-raising results.

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