NATIONWIDE RESEARCH AT A GLANCE
The 2021 Finney Media Why Listen?® Survey talked to almost 11,000 respondents with over a million data points from three different formats including: Music stations, Music/Teaching stations, All-Teaching stations and programs.
We asked listeners about whether or not they give to the ministry that sent them the survey. And to those who give, we asked about what moved them to make a call, go online or write a check to make a gift. The top five responses from CCM listeners are below. These are the percentage who said that reason is “very important” to their decision . . . a “trigger” for their move from listening to giving:
- Feeling called by God to give – 85%
- I believe in the mission and vision of the ministry – 82%
- Knowing God tells us to support those who minister to us – 60%
- An emergency need at the ministry – 36%
- A story about someone’s life that was changed through the ministry – 32%
The no. 1 and no. 2 responses – “Feeling called by God to give” and “I believe in the mission and vision of the ministry”– are so crucial. We recommend that you communicate clearly and often your mission and vision. Both on-air and off-air. Your listener/donor is passionate about listening and passionate about helping. Making sure that theme is at the center of your giving communication is crucial.
Help your team understand your why—your mission and vision––and be able to articulate it quickly.
Coming in January: The Top Five Denominations represented among CCM respondents in the 2021 Why Listen? Survey. If you believe making your message multi-denominationally and accessible is crucial, get ready to tackle how to talk to all five in ways all listeners can understand.
Chuck Finney’s had radio playing in his head since he was just a boy. Over the course of his career, he’s worked in programming, radio research, and audience connection. Chuck’s passion for words and communication is widely recognized and he’s won several industry awards.
If you ask Chuck how he’s doing, he’ll either say “Blessed, thank you,” or “I really get to do this for a living?!” He’s the President of Finney Media, a speaker and author who loves telling stories and helping you do the same. Chuck is married and has two adult daughters. He lives with his wife, Lynda, in the Dallas area. For more information, read about Chuck at finneymedia.com.