Halo Effect
Sponsors are likely to experience a "Halo Effect" when they create a partnership with KISU. That is, the goodwill that KISU shares with its listeners will be transferred to the sponsor via association. This is because KISU is a mission-driven, membership organization which the public sees as contributing to the local community - and the sponsor benefits from KISU's standing in the community.
What Do We Mean?
- Audience sees sponsor organization in a favorable light due to its support of a community asset they value.
- Our audience is highly loyal and actually PAYS to support public radio - our audience APPRECIATES the sponsor's support.
- Sponsorship on public radio enables sponsor to visibly invest in their community.
- Association with public radio creates a positive emotional bond between the listener and the sponsor.
- Sponsorship influences decision makers to choose public radio sponsors over competitors.
- Local or regional legislators may associate the sponsor organization with good citizenship.
- Sponsor's employees feel good about working for a company that supports the community.
What Does This Mean To You?
- Distinguishes the sponsor from competitors.
- Builds brand loyalty - which means listeners are more likely to choose sponsor over competitor when it comes to making a buying decision.
- Builds employee loyalty and morale, which could help reduce turnover and create a favorable impression to aid in recruitment.
- Can impact people of influence - from high level executives to thought leaders to those who shape public opinion and policy.
How We Can Back It Up?
- 80% of public radio listeners prefer to buy from public radio sponsors.
- 88% of listeners agree that their opinion of a company is more positive when they find out it sponsors public radio.
Source: NPR-Jacobs Media 'The Value of Underwriting Research' 2003. Phone survey conducted by Edison Media Research, base 404 NPR station listeners. - 89% of those surveyed agreed that it is more important than ever for companies to be socially responsible.
- 84% believe that a company's commitment to causes is important when they decide which businesses they want to see in their community.
- 77% believe that a company's commitment to causes is important when deciding where they want to work.
- 91% would consider switching to another company's products or services in response to a company's negative corporate citizenship practice.
Source: 2002 Cone Corporate Citizenship Study (www.coneinc.com)