Pledge Now (To Benefit Yourself)! An Analysis of Public Radio Fundraising
Bibliographic Data
| ID | 21835366 |
|---|---|
| Authors | Joshua M Bentley (0000-0002-8391-6609, Twitter (United States), corresponding author) |
| Year | 2022 |
| Volume | 29 |
| Issue | 2 |
| Pages | 186-210 |
| Publication date | 2022-07-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Radio & Audio Media (JOURNAL) |
| Journal identifiers | ISSN: 1937-6529 • E-ISSN: 1937-6537 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/19376529.2019.1698045 |
| OpenAlex | W2999847558 |
| Language | EN |
| Citations received | 3 |
| References cited | 19 |
Public radio management involves fundraising management drives. This study uses a content analysis of a public radio pledge on two statewide networks to analyze the way public radio stations appeal to different donor motivations. The study finds that appeals to self-interest are the most common, and appeals to altruism are the least common. Also, when the programming content is news or talk, appeals tend to be more rational than when the programming content is music. An interview with the chief operating officer of these networks shed some light on the strategies behind these fundraising practices
Advertising · Appeal · Business · Content analysis · Media studies · Officer · Pledge · Political science · Public interest · Public relations · Radio program · Sociology · Law · Media Studies and Communication · Nonprofit Sector and Volunteering · Public Relations and Crisis Communication · Marketing
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,75 |
| Citation span | 2022 - 2025 (4) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |