Discriminating Audience Donor Factors for Public Radio: A Tale of Two Cities

This study seeks to elucidate some of the key variables determining donor levels to public radio. Results from two markets indicate that demographics, program preferences, and community outreach impacted monetary contribution. Analysis of a medium-sized Western market showed clear differences from a large Eastern city in program-based donation decisions, but similarities in demographic indicators. Income levels provided the highest degree of discriminant capability for all public radio members. Station community outreach measures had more impact on the smaller market, whereas program preferences provided greater explanation in the larger market.