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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.
Notes
Note. *p < .05
**p < .01
***p ≤ .001.
*p < .05
**p < .01
***p ≤ .001.
*p ≤ .05
**p ≤ .01
***p ≤ .001.
Additional information
Notes on contributors
William Kinnally
William Kinnally (Ph.D., Florida State University) is an assistant professor in the Nicholson School of Communication at the University of Central Florida. His research interests include entertainment theory, media management and practice, and media psychology.
Bobbie Brinkerhoff
Bobbie Brinkerhoff (M.A., University of Central Florida) is a member of the admissions staff at the University of Central Florida. Her research interests focus on promotions and fundraising, particularly in the context of human service and media non-profit organizations.