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- Title
Improving the Drive: A Case Study for Modeling Public Radio Member Donations Using the Theory of Planned Behavior.
- Authors
Kinnally, William; Brinkerhoff, Bobbie
- Abstract
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' 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.
- Subjects
PUBLIC radio; PLANNED behavior theory; PUBLIC broadcasting; PUBLIC service radio programs; RADIO personalities; FUNDRAISING
- Publication
Journal of Radio & Audio Media, 2013, Vol 20, Issue 1, p2
- ISSN
1937-6529
- Publication type
Article
- DOI
10.1080/19376529.2013.777733