Improving The Drive: A Case Study For Modeling Public Radio Member Donations Using The Theory Of Planned Behavior

Public radio is increasingly dependent on effective fundraising for its survival. As a result, it is helpful to examine how psychology theories might increase the understanding of public radio donation. This case study explored the potential for using the theory of planned behavior (TPB) to model public radio members\u27 donation intentions. Results of a survey of 690 public radio members indicated that the TPB was a significant predictor of donation intentions although not all the TPB factors contributed to the model. Findings suggest the TPB can be a useful theory for informing public radio fundraising campaign strategies and message tactics. © 2013 Copyright Taylor and Francis Group, LLC