What "Hope" Is

Is "hope" a feeling? Or something more?

A new poll reveals that hope is less about optimism and more about what people actually do.

93% of Americans say hope is essential to everyday life. And the most common sources of hope aren't grand gestures — they're small, direct actions in people's lives.

Hope isn’t something Americans wait for. It’s something they actively build through small wins, meaningful action and shared connection with others.

The top sources of hope are helping others (91%) and recognizing everyday successes (90%).

87% say small wins generate more hope than focusing on the end goal — a case for embracing action and process over perfection.

Only 40% of Americans feel hopeful about the world's future right now. That number rises to 52% for their community, and 68% for their own lives and the people closest to them.

My clients will recognize this as a progression from "Better World" to "Better Community" to "Better Me." And as we often see in our research, "Better Me" trumps the rest. How is your hope-building campaign leveraging "Better Me"?

The biggest hope-stealers are losing a loved one (80%), political division (79%) and inability to afford basic needs (75%). That speaks to the red flags associated with political affiliation by Christian media brands.

Meanwhile, 84% say nonprofit and charitable groups give them hope, especially if these organizations have a clear vision or purpose, a trusted reputation and transparency about how donations are used. Does this describe your ministry?

Among people who support causes, the greatest sense of hope comes from donating goods and supplies (39%), donating money (34%) and volunteering (28%).

I would add to this: Hope is a family affair. And the "family" I'm talking about are the peers who share hope together. As a format and an industry, we don't do enough to bring together our fans to connect with each other as they seek and express hope in our local communities. Remember, hope is something they actively build through small wins, meaningful action and shared connection with others.

What are your small wins, meaningful action, and opportunities for shared connection?

Hope happens when you help your fans make it happen.

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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