DEI gives its Benchmarks Award each year to a consistently top-performing station in terms of net revenue per hour of listening. While the median station raises .95 cents in underwriting revenue per listener-hour, HPR last year sold 2.25 cents per listener-hour — all handled by HPR’s single underwriting salesperson. In presenting the award, Robin Turnau, president and c.e.o. of Vermont Public Radio and DEI treasurer, cited HPR’s peculiar challenges. “Their location is one of the top vacation destinations in the world. They deal daily with the challenges of serving a transient population, while raising funds from a permanent listenership where the local median income is only modest, while the cost of living is extraordinarily high,” said Turnau, noting that HPR’s net-revenue-per-listener-hour stat put it in the top 10 percent of DEI surveys for both membership and mid-level giving.
New Hampshire Public Radio was cited for outstanding performance in fundraising. NHPR, based in Concord, ranks among the most efficient public radio outlets in converting listeners into givers, and it raises more net underwriting revenue per listener-hour than peer stations, according to DEI’s Benchmarks analysis, which evaluates fundraising performance across the public radio system. The New Hampshire network’s achievements in major-gift fundraising are especially impressive, according to Joan Kobayashi, g.m. of KMFA in Austin, Texas, who announced the award this summer during DEI’s Public Media Development and Marketing Conference in Pittsburgh. NHPR’s program for soliciting donations of $1,000 and higher has increased its revenues 60 percent over the past five years. The gains are especially notable because New Hampshire ranks near the bottom of all 50 states in charitable giving, she said.