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Improving the Drive: A Case Study for Modeling Public Radio Member Donations Using the Theory of Planned Behavior

Autor: William Kinnallya & Bobbie Brinkerhoff
Revista: Journal of Radio and Audio Media Nº 20 (1)
Link: http://www.tandfonline.com/doi/full/10.1080/19376529.2013.777733#.VVCv-vntlHw

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.