Source: www.insideradio.com, January 2023
Stations with annual radiothons benefiting children’s hospitals have long understood the importance of the connection between local businesses’ partnerships with these charities, and with the station itself. Research shows that U.S. adults with specific reasons to donate to charities continue to be much more likely to favor the businesses that partner with them.
Results of a study from CivicScience, reported in Radio Advertising Bureau’s ‘Radio Matters’ blog, show that nearly half (43%) of adults who say they are likely to donate to a local children’s hospital are also more likely to shop at businesses with charity partners, and more than one-third of adults say a business’ partnership with a charitable organization makes them more likely to shop at that business.
“The halo effect created for radio and its advertisers supporting these events extends beyond raising funds,” Senior Director, Programs (Media) of Children’s Miracle Network Hospitals Fleur Voruz says. “High-purpose brands double their market value four times faster. Brands who give back to a cause strengthen their emotional connection with their customers and help differentiate their brand from others in the market.”
The study also finds that almost half of U.S. adults that donate (43%) indicate “support for the charity’s mission” as a motivating factor, while more than one-fourth (27%) are motivated by the idea that donations are staying in their local community. “Cause-connected partnerships set local radio stations apart in their communities, increasing positive listener sentiment, fostering employee engagement and generating business value,” Voruz says.
RAB’s blog notes that radiothon partners raised $34 million in 2022 to provide support to their local members of Children’s Miracle Network Hospitals. “As a trusted medium, radio with its massive reach continues to play an extremely significant part in engaging our supporters and sharing the impact being made for kids and families,” Voruz says. “Partnerships with broadcast radio and the business community matter because when we change the health of even one child or family, we will create a ripple effect felt by our communities for years to come.”
