COPPELL, TEXAS—Radio station leaders will soon see how the process of securing income is changing for Christian formatted listener-supported radio stations with a new study co sponsored by Christian Music Broadcasters and Advocace Media.

The Christian Listener-Supported Radio Income Outlook 2014 will help radio leaders see the results of innovations in income development. The first of its kind study will answer industry questions, including:

  • What sources of income are growing in emphasis and what sources are decreasing in emphasis among stations of similar income, similar audience reach and similar format?
  • What is a reasonable pledge fulfillment rate?
  • What is an industry standard revenue per listener?
  • Which donor payment method (pledges, on-line donations, monthly automated) is increasing income for listener-supported radio?
  • How do sources of income differ between listener-supported non-commercial and listener-supported commercial stations?
  • What is an approximation of donors as a percentage of weekly audience by station income, by audience size and by format?
  • How do station leaders anticipate fundraising changes in 2014?
  • What is an expected revenue per employee at today’s listener-supported radio station?

“For the first time, station leaders will see what funding vehicles are working for stations like theirs—in similar income, in similar format and in similar audience size,” Paul Martin, President of Advocace said. “These leaders will also see areas that can help fund the vision they have for their stations.”
Michelle Younkman, Executive Director of Christian Music Broadcasters noted that the study will provide valuable, much-needed information for CMB Members.

“We’re helping our members make good decisions that will fund their vision so they can be even stronger influences in their communities.” Younkman said, adding that she foresees how this study will impact station growth, “Most stations have aspirations to impact more people in their communities, but marketing a radio station takes a lot of money. We believe this study will help our member stations make the decisions to grow income that will fund growth of the station’s influence.”

Station leaders will receive invitations for the survey during the first full week of January 2014. CMB urges stations to respond quickly to the invitation.
“The results will be stronger with every station participating in the study so we ask station leaders to complete the survey shortly after you receive the invitation,” Younkman said.

Beginning January 7, 2014 The Christian Listener-Supported Radio Income Outlook 2014 will ask radio leaders for their opinions and station statistics in separate questionnaires. The two stages of the study will cover leadership perceptions and donation analysis.
Scheduled for spring 2014 release, all Christian Music Broadcasters members will receive an executive summary of the study at no cost. All participants in the study will receive a free copy of the complete study including executive summary, annotated report, tabulation and cross-tabs.

About Advocace

Advocace is a development and management consulting firm that helps Christian ministries and non-profit organizations increase income, influence and effectiveness. Advocace develops customized solutions to grow donor income through annual fund campaigns, major gifts programs and capital campaigns. Advocace’s management consulting practice helps grow ministries with strategic planning, leadership coaching and training. More information about Advocace is available at www.advocace.com.

About Christian Music Broadcasters

Christian Music Broadcasters is the professional association that encourages, engages and equips professionals serving in Christina music broadcasting for Christ-centered excellence and influence. More information about Christian Music Broadcasters is available at www.cmbonline.org .