Saturday, July 14, 2007
For years public radio has considered listeners who give $1,000 or more annually as major donors. A lot of people at this year's Public Radio Development and Marketing Conference are talking about how that sells public radio short. There seems to be movement to start thinking of these folks as important annual donors. That's going to make room for more productive approaches to getting real major donors -- those who make five, six and seven figure gifts. That's a good thing for public radio.