2016 Listener Survey Results
Thank you for your feedback!
GLT launched a listener survey in January of 2016 to learn how we can improve the way we raise listeners financial support GLT programs. We were blown away by the results and we want to thank you for taking the time to share your thoughts and questions. It’s clear that GLT is important to you and we want you to know that we value your participation in the survey.
Here is a quick summary of what you reported to us:
● 71% of respondents report being somewhat or very likely to financially support GLT if there are fewer interruptions in programming during fund drives
● 49% of respondents report having a somewhat or very favorable opinion when GLT interrupts programs to ask listeners’ for financial support during fund drives.
● When asked how well each reason describes why you contribute:
○ 92% of respondents say “because I understand public radio depends on listener support”
○ 91% of respondents say “because I listen”.
○ 88% of respondents say “To keep the station on the air”
○ 89% of respondents say “because I believe it is my responsibility to support what I value”
○ 84% of respondents say that one of the reasons they contribute is “because GLT is important to the community”
○ 82% of respondents say “because I appreciate the local reporters and staff”
○ 73% of respondents say “because I believe state and federal funding for public radio is decreasing”
○ 72% of respondents say “because GLT is important to my life”
319 individuals (31.1%) provided comments and shared ideas for how we can strengthen local support for GLT. We read all the comments and ideas submitted and we will use many of the ideas in developing our future fundraising plans. There were a number of questions or comments that invited responses and so we have taken some time to provide some answers:
1. “Why are we having this survey? Very curious to know.”
Great question! On air fund drives have decreased dramatically in effectiveness over the past few years. After a very disappointing October 2015 drive, we decided we needed to rethink how we approach fundraising. As we talked together, it became clear the first thing we needed to do was invite contributing listeners to tell us what they think about GLT’s fundraising campaigns and suggest ways to improve fundraising efforts. Hence, this survey.
Plus, for years listeners have been telling us they just don’t like it when we interrupt favorite programs to ask for financial support. Many say they don’t need to be convinced to contribute, they just need to be reminded. The results of this survey affirm that we must look outside of traditional on air fund drives to better serve our audience and raise the funds needed to pay for the programming. We’re planning to do try some new approaches during the spring fiscal year end campaign.
2. “Clone Charlie Schlenker”
We are so proud of the award winning news team at GLT and we appreciate the warm feedback many of you shared about the staff at GLT. We have some doubts that merely sharing similar genetic material is sufficient to produce such quality journalism. In all seriousness, we feel very fortunate to have such an experienced and high quality news team. Thank you for sharing how you value the people that bring you the news and information you depend on.
3. “I contributed for more than 25 years. But you took away All Things Considered by moving it to a time while I am still at work. You eliminated Terry Gross. Many of the new NPR shows are not interesting. Maybe that is what your focus groups told you to do. But I will not pay for what I am not listening too. It’s obvious funding is down. It should be easy to fix if you are not too stubborn. ”
Thank you so much for your past support. We’re sorry that you feel we’re being stubborn and haven’t listened to your concerns. We hope this survey and response helps demonstrate that we do value your feedback and we are listening.
In August 2013, in response to declining audience and flat-lining of listener support, GLT switched from weekday jazz to news and information programming. (While we don’t provide daytime jazz as we did prior to August 2013, we do continue to offer the 24 hour Jazz stream online at wglt.org.)
Since 2013, the expected downturn in listener support from the 2013 format change has passed. Individual giving was up 8% in 2014, and increased again in calendar year 2015.
So you are probably asking, “if individual giving is up, then how come income is down?” Actually, income from individuals and businesses is up (9% in CY2015). It’s just not up enough given cuts in annual grant funding (eliminated) from the State of Illinois, and increased costs associated with both personnel and programming. Because of the gap between income and expenses, GLT has had to take proactive measures including cutting some national programs, such as Fresh Air, eliminating our local marketing and travel budget, and cutting community events that were not generating enough revenue. We’ve focused on preserving and expanding local news and information services over national programming. That’s what listeners continue to report they value - the award winning people who help deliver local content that they depend on. It’s what sets GLT apart from other media outlets.
We know this doesn’t bring back Fresh Air, on-air jazz during the day, or run ATC at the time more convenient for you. But we hope this helps you better understand the decision making process and the external pressures that drove these decisions.
4. “Local programming is a key part of the GLT daily experience and is what differentiates GLT from our neighboring public radio stations. Keep up the good work! “
Thank you! It’s so good to know you value our local news and information service. We have invested in local journalists at a time when most media outlets have had to make cuts to staff. Listener support makes it all possible. Strong local public radio depends on strong local support. We are hopeful that we will continue to see growing support in the community so that we can continue to deliver this important programming!
5. “I like the on air drives when there are matches from various businesses. I also appreciate the mail reminders to donate....people should want to donate!”
We love it when a GLT corporate sponsor offers a match for listener contributions - and we know that you do too! GLT’s challenge is finding enough corporate sponsors in a position to do so. We just can’t guarantee that we will have matches from corporate sponsors for every fund drive. So please, don’t wait for a match. There may not be one when it’s time for you to contribute. Remember, whether you’re responding to a mail appeal or an on air message, your generous support helps pay for the programs you rely on.
6. “I know you do your Radio Faces fundraiser every year. That one gets priced out of our range and we're unable to participate. I wonder if you did some smaller events if you'd get new folks to donate more. That is, you'd build a new audience of donors and create an event that's within the reach of a whole bunch of folks that can't quite do the bigger stuff with the doctors and lawyers in town.”
Thank you for this comment. We are looking at adding some lower priced ticketed events to our calendar. When we organize events we work hard to find a corporate event sponsor that helps us reduce the cost of tickets AND helps us raise money for programs and people. In 2016, we are looking at testing several lower priced options during our 50th Anniversary to see how they work. For example, we decided to not have any cover charge for the Bergethon Bash last month. Instead, we simply asked attendees to consider making a contribution of any amount towards GLT’s Future Fund Endowment. We raised nearly $1,500 from the event after all actual costs.
We certainly don’t like to hear listeners are priced out of GLT events. We will continue to work hard to find sponsors for our events so that we can bring down the ticket price. And remember, thanks to generous corporate sponsors, the GLT Summer Concert is free every year!
7. “Show more fiscal responsibility. I heard announcements for a retirement party that said a local business would be providing appetizers for the event. Perhaps the food was donated, but that wasn’t clear from the advertisements about the party. I was left wondering why my donation to the station was supporting a retirement reception rather than actual programs.”
We’re so grateful you made this comment. We don’t organize any event unless it generates revenue to support the station. There are no exceptions. We have a very strong partnership with local businesses and when they provide food or beverages for our events they get the value of their support in the form of on-air messages. The Bergethon Bash was a unique event in that it was celebrating Bruce’s contribution to GLT and the community at large, and so we decided to not charge any cover so that anyone could attend. We did not spend money on the food served. The food was generously sponsored. However, we did ask attendees to make a contribution (at Bruce’s request) to GLT’s Future Fund Endowment and we raised nearly $1,500 from the event.
8. At the end of the day, there will probably be insufficient funds to pay for all the programs that you would like to provide. Then you need to do a cost/benefit analysis and live within the budget. Hopefully, over time, contributions grow and you can offer more and more. The GLT Endowment Fund is another vehicle for long-term support.”
That’s exactly what we have to do every year. The proportion of each revenue stream has shifted over time, as the station has actively pursued a listener-sensitive and entrepreneurial approach to income. Comparing 1990 to 2015 GLT has seen a 24% decrease in Federal and State grant funding while growing the local support from listeners, businesses, and special events by 40% (9% of budget in 1990 vs. 49% in 2015). GLT’s Strategic Plan calls for “Improving financial circumstances, toward a sustainable long range business model.” We believe in the value of the services we offer our community. But we can only be the public radio station that this community is willing and able to support. Please remember that every dollar contributed to the station goes right back into sustaining the services GLT provides.
Thanks for bringing up the GLT Future Fund Endowment as a vehicle for long-term support. Many listeners don’t realize that there is no minimum for making a contribution to GLT’s Future Fund. A contribution to the Future Fund in any amount is appreciated and serves to help preserve GLT in to the future. A planned gift to the Future Fund is also a wonderful way to leave the legacy of quality public radio for future generations.
9. “Get listeners involved - if they feel part of the mission, they’ll give more time and money. Challenge listeners to talk to their neighbors to promote the message about public support broadcasting. Highlight local programs about local issues. Keep on keeping on”
Amen. We’re always looking for opportunities to engage listeners so that they feel part of the GLT mission. GLT must be the public radio station that this community is willing and able to support. We recognize that we need to do better with marketing the nationally award winning local programs and we appreciate the nudge.