How to Grow Underwriting

Underwriting is one of the primary business model foundations of any thriving modern non-commercial or hybrid Christian radio station nowadays. And in most of my conversations about underwriting, station managers generally tell me they haven't begun to tap the full potential of what's possible.

Well, as we watch the average age of donors climb and recognise we are not "filling the funnel" with younger donors the way we used to, it's more important than ever to embrace every reasonable business model possibility we have.

And underwriting is one of the best.

So how do you grow underwriting?

You do it by matching what it is potential underwriters want with what your media ministry delivers so well. You do it by framing your ministry brand as a solution partner to the problems faced by local businesses.

That's why I am introducing Underwriter Impact Studies, a new weapon in your portfolio.

Here's how it works:

We interview a cross-section of three critical segments: Listeners, current and potential underwriters, and donors.

And here's a taste of what we ask each:

Listeners

• How trustworthy do you consider the businesses that support the station?
• Does knowing a business supports our station make you more likely to do business with them or not?
• Have you ever chosen to support a business because you heard their message on our station?*
• Do you feel there are too many, too few, or just the right number of underwriter messages?
• What could improve the quality or relevance of the underwriter messages you hear?

Current and Potential Underwriters

• What are your current marketing goals (e.g., brand awareness, sales, community outreach)?
• What do you look for when evaluating a sponsorship or advertising opportunity
• Do you perceive radio underwriting as more or less effective than traditional advertising? Why?
• What are your concerns about underwriting (cost, messaging limits, audience fit, etc.)?
• What would make underwriting more appealing or easier to say yes to?
• What kind of underwriting alternatives would you be interested in (e.g., on-air messages, co-branded events, digital promotions, social media shoutouts)
• How important is it that your business contribute to more people progressing in their spiritual path?

Donors

• How do you feel about hearing business messages on a station you support financially?
• Do you feel underwriting helps or detracts from the mission and tone of the station?
• Would increased underwriting make you less likely to donate?
• How trustworthy do you consider the businesses that support the station?
• Does knowing a business supports our station make you more likely to do business with them or not?

You can see that the answers to these questions will tell you:

1. What are the problems of potential underwriters and how your ministry can uniquely help solve them
2. What's powerful about underwriting messages on your station that will move our loyal audiences to support those local businesses
3. How to navigate the presence of underwriting messages (aka "ads") among the critical listening audience of donors

And a lot more.

Nobody else is conducting research of this type for Christian radio stations. I am very proud to be the first in our category.

But whether or not you find this kind of project interesting, it's certain that underwriters will be more important to your future than to your past. Placing more emphasis on that important source of financial support is not only wise, it's essential.

Mark Ramsey Media does audience research for Christian Media - Perceptual research, digital studies, donor studies, underwriter impact studies, music studies, etc. Learn more here. Call Mark at 858-414-4191 or email markramsey@mac.com.

And if you want a strategy to solicit major donors to pay for your research, look here and download this Listener Impact Study solicitation for donors from WAKW-FM.

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