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<p align="center"><font color="#400080" size="6" face="Arial"><strong>Public Radio's<br>
  Sense of Community<br>
  Campaign</strong></font></p>
  <p align="left"><font face="Arial" size="3"><br>
  </font><font face="Arial">We&#146;ve all experienced a sense of community about public
  radio.&nbsp; Remember the times you were on a plane &#150; or maybe at a party somewhere
  &#150; and a guy you just met asks you what you do for a living?&nbsp; And you say
  &#147;public radio&#148; and he smiles and says &#147;How&#146;s it going in Lake
  Wobegon?&#148;</font></p>
  <p><font face="Arial">Suddenly you and this stranger have a lot in common because you both
  wake up in different beds with Bob Edwards&#133; You do the numbers with David
  Brancaccio&#133; You visit Michael Feldman&#146;s Town of the Week&#133; You cannot
  believe how much Click &amp; Clack laugh at their own jokes&#133;and you both love the way
  she says &#147;Sylvia Poggioli.&#148;</font></p>
  <p><font face="Arial">He probably thinks you know Scott Simon personally. And you know
  something, you do.&nbsp; And so does he.</font>&nbsp;</p>
  <p><font face="Arial">These people are part of our lives, and that connects us together
  into a community.&nbsp; It&#146;s not an actual place.&nbsp; It&#146;s situated in a state
  of mind.&nbsp; But it&#146;s very real to our listeners, and because they already believe
  in it, it&#146;s an idea that can motivate them.&nbsp;</font>&nbsp;</p>
  <p><font face="Arial">Sense of Community is part of why listeners consider public radio
  personally important. And, as A<font size="2">UDIENCE</font> 98</font><font face="Arial" size="2"><sup>�</sup></font><font face="Arial"> documents, personal importance is one of
  the principal reasons listeners give to public radio.</font></p>
  <p><font face="Arial">A<font size="2">UDIENCE</font> 98 discovered Sense of Community in
  listeners&#146; responses to our survey questions.&nbsp; They tell us that public radio
  resonates with their social and cultural values, and they seek it out whenever they travel
  or move.</font></p>
  <p><font face="Arial">It&#146;s not just the familiar names and voices.&nbsp; What
  underlies Sense of Community are shared values, beliefs and interests. It&#146;s not only
  the fact that public radio&#146;s listeners are among the most highly educated in America,
  but that we have a similar way of looking at the world.&nbsp; And just like other human
  beings, we have a built-in need to belong.</font></p>
  <p><font face="Arial">Many years ago the developmental psychologist Abraham Maslow created
  a hierarchy of human needs that&#146;s since become part of Psych 101 at every college in
  the country.&nbsp; It&#146;s also the basis of the </font><font face="Arial" size="3">VALS&#153;2</font><font face="Arial"> psychographics system that describes public radio&#146;s dominant listener
  types, Actualizers and Fulfilleds.</font></p>
  <p><font face="Arial">It was Maslow&#146;s idea that human beings have a strong instinct
  to satisfy six different kinds of needs to reach a level of fulfillment in life that he
  called &#147;self-actualization.&#148;&nbsp; Only after satisfying lower level needs could
  a person move up to the next level.</font></p>
  <p><font face="Arial">Maslow&#146;s hierarchy includes the basic needs for sleep, shelter,
  food and sex, and for stability, in a predictable, safe, fair world.&nbsp; The growth
  needs begin with <em><strong>belonging</strong></em> &#150; the psychological basis for a
  Sense of Community.</font></p>
  <p><font face="Arial">Belonging, in Maslow&#146;s hierarchy, is not so much joining the
  Elks Club as validating one&#146;s place in the world by sharing values, beliefs and
  interests with others.&nbsp;</font>&nbsp;</p>
  <p><font face="Arial">Only after we satisfy the need for belonging, said Maslow, can we
  progress to esteem and self-respect, understanding and knowledge, beauty in our
  surroundings, and self-actualization.&nbsp; So belonging is a very powerful force in human
  motivation &#150; and that&#146;s why we think tapping into it has so much potential for
  public radio fundraising.</font></p>
  <p><font face="Arial">For years various people in our industry have alluded to the
  phenomenal connection among public radio listeners. We all feel it but &#150; for the
  first time &#150;&nbsp; A<font size="2">UDIENCE</font> 98 supports it statistically in our
  Givers report, published in January 1998.</font>&nbsp;</p>
  <p><font face="Arial">A<font size="2">UDIENCE</font> 98 findings show us that, to some
  degree, nearly all of our listeners have a sense of community about public radio, and that
  makes this concept ideal as a theme for a fundraising campaign.</font></p>
  <p><font face="Arial">Since Sense of Community is an unexpected discovery of A<font size="2">UDIENCE</font> 98, there are no budgetary provisions for the Sense of Community
  campaign.&nbsp; Thanks to the project&#146;s funder, the Corporation for Public
  Broadcasting, we were able to reassign a few resources to create it.&nbsp; To get the
  rest, we did the community kind of thing &#150; we passed the hat.</font></p>
  <p><font face="Arial">It&#146;s our great pleasure to thank publicly the members of the
  Sense of Community Partnership:</font></p>
  <blockquote>
    <p><font face="Arial">The Development Exchange</font>&nbsp; <br>
    <font face="Arial">KERA/Dallas</font>&nbsp; <br>
    <font face="Arial">WBUR/Boston</font>&nbsp; <br>
    <font face="Arial">WKSU/Kent</font>&nbsp; <br>
    <font face="Arial">WJHU/Baltimore</font>&nbsp; <br>
    <font face="Arial">New Hampshire Public Radio</font>&nbsp; <br>
    <font face="Arial">Public Radio International&nbsp;</font>&nbsp; <br>
    <font face="Arial">John Sutton &amp; Associates</font>&nbsp; <br>
    <font face="Arial">and VisABILITY</font>&nbsp;</p>
  </blockquote>
  <p><font face="Arial">The Sense of Community materials are free to everybody.&nbsp; Use
  them any way you want, and please be sure to let us know how they work.</font></p>
</blockquote>

<blockquote>
  <p align="RIGHT"><font face="Arial" size="3">&#150; Leslie Peters&nbsp;&nbsp;&nbsp; <br>
  A</font><font face="Arial"><font size="2">UDIENCE</font><font size="3"> 98 Core Team </font></font><font face="Arial" size="3">&nbsp;&nbsp; </font></p>
</blockquote>

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  <p><font color="#400080" size="5" face="Arial">For More Information</font></strong></p>
  <p><font face="Arial">A<font size="2">UDIENCE</font> 98's </font><a href="../sidebars/a98-s05b.htm"><font face="Arial">Sense of Community</font></a><font face="Arial"> campaign includes </font><font face="Arial"><a href="../sidebars/a98-s44.htm">Planning Tools</a> for your on-air fund drive, including
  tips on how to use our spots and scripts. We have 25 of them for you, in customizable
  Sense of Community </font><font face="Arial"><a href="../sidebars/a98-s45.htm">Case
  Messages</a>, </font><font face="Arial"><a href="../sidebars/a98-s46.htm">Fundraising
  Spots</a> and </font><font face="Arial"><a href="../sidebars/a98-s47.htm">Promos</a>.</font></p>
  <p><font face="Arial">To support your off-air fundraising efforts, check out our </font><font face="Arial"><a href="../sidebars/a98-s48.htm">Direct Mail letters</a>. While they're
  geared to a news and information format, you can easily use the basic copy and substitute
  the format and programs you want to emphasize.</font></p>
  <p><font face="Arial">&nbsp;</font></p>
  <p><small><img src="../../images/bluepixl.gif" width="100%" height="2" alt="bluepixl.gif (77 bytes)"></small></p>
  <p><font face="Arial" color="#400080"><strong><big>Navigate the Report</big></strong></font></p>
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      <td><font face="Arial">&nbsp;&nbsp;&nbsp; </font></td>
      <td colspan="2"><a href="a98-r14.htm"><font size="2" face="Arial">Public Radio's Sense of
      Community Campaign</font></a></td>
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      <td style="padding-top:  ; padding-bottom:" align="left"><small><a href="../sidebars/a98-s46.htm"><font face="Arial">Fundraising Spots</font></a></small></td>
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<p><font color="#8080C0" face="Arial" size="1">Audience Research Analysis<br>

<a href="../../common/rights.htm">Copyright</a> � ARA and CPB.&nbsp; All rights reserved.<br>
Revised: September 01, 2000 12:38 PM.</font></p>

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