Walrus Research

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Heavy Givers
The Public Radio Tracking Study

Special Report

Summer 2003

Half of the money is contributed by only 16 percent of givers. What are the characteristics of Heavy Givers?

In the tradition of Audience 98, we determined the listening behavior and attitudes that explain which givers will give at higher levels.

Our findings are grounded in the Public Radio Tracking Study, the largest ever recontact study of public radio listeners.

The Corporation for Public Broadcasting funded this Special Report from the Public Radio Tracking Study.

Read Heavy Givers

Public Radio Tracking Study Summer 2003