Maine public broadcasting cuts remain likely

Sen. says Maine public broadcasting cuts remain likely | SeacoastOnline.com

The move will eliminate state funding for public broadcasting in Maine. It is easy to say listeners and viewers will need to take up the slack. Some stations are better prepared to take a 20 percent cut than others.

A solid member base of support begins with the programming. Audience 98 outlined this concept with Fundamentals In Brief.

"But the most powerful force affecting giving is not in their control. Programming not only causes audience, it also causes audience support. Fundraising is always about programming. That’s the indisputable fact of 15 years of research, reconfirmed by AUDIENCE 98^®."

• Giving is the product of two programming factors (the value listeners place on the programming and the amount of listening done to it) and one development factor (the efficiency with which fundraising efforts turn this into financial support).
• Effective fundraising activities can raise giving and gift amounts above public service predictions.
• Fundraising practices can lower giving and gift amounts below public service predictions when they attenuate or otherwise interfere with public radio’s service to listeners.

There are many other factors. One is that size matters. The size of the audience and the size of the core audience (P1 listeners) determines the ability of the station to raise enough funds to become self-sustaining. External factors like market size are important too.

For three decades I was involved in public broadcasting through a variety of positions at Public Radio Stations and in Public Media. Much of my experience centered on fundraising and donor relations.  During my tenure as Program Director and Station Manager we built audience and support through programming appealing to core values of the public radio audience. We had about 200,000 listeners with about 85,000 in the core. Through our services we were able to build and sustain relationships resulting in significant support. Basically what we accomplished was the development and creation of content meeting the needs of our clients (listeners). The content fit in with their lifestyle and beliefs. The public radio audience was mainly made up from two VALS types, innovators and Thinkers. We deliberately targeted them. We fashioned messages reminding them of the value of the programming. A guiding principle was community service resulted in community support. 


These two highly educated groups take up the mantle of social responsibility and are motivated to support causes for the greater good. These are individuals who believe in the value of continuing education and believed public radio was fulfilling that need. By focusing our programming and our messaging towards these two groups, we became self-sustaining.

(It should be noted that this is not a model embraced by Public Television.)


There are many more factors that go into good fundraising. The Development Exchange is a great resource. So is the Station Resource Group. But, it all begins with programming.