The WPFW Community Advisory Board recently completed a survey of WPFW listeners and members to gather information about the four “Ws:” Who is Listening? What are they Listening To? And Why are They Listening? Here is a summsry of the findings and the complete report can be accessed and downloaded here.

• Who is listening? | Listener Profile
• More than 53% are African American | 34% are Caucasian American
• 53% women | 36% men • 67%: 55 yrs+ | 11%: 45-54 yrs • 78%: BS, MS, Ph.D. or Professional Degree
• Of those that responded, 50% earn more than $120,000 annually |15% earn between $60,000 – $119,000
• Most frequently cited source of income was full-time employment with retirement income coming in second.
• Most frequently cited device used to listen to WPFW was radio, with home audio system coming in second • 79% listen live on FM radio | 17% livestream WPFW via Internet
• 42% have been listening 31+ yrs | 20% for 21 – 30yrs | 20% for 5 years or less.
• Many WPFW donors live east of upper 16th Street, NW corridor and deeper into the eastern side of upper northwest in SE Washington and span the MD border with concentrations in Silver Spring, Takoma Park, Temple Hills and Clinton. Why are respondents listening? WPFW listeners place high value on: 
• Community ownership of station
• Autonomous, non-commercial programming.
•  Unique variety of music blended with the progressive content.

• What are respondents listening to most? 
• “Democracy Now” most frequently mentioned program 
• Excluding Democracy Now in No. 1 spot, the shows mentioned by respondents fall into diverse range of genre categories that define WPFW programming (In order of frequency mentioned): 
• 1.Jazz
• 2.Soul 
• 3.Latin 
• 4.Social activism / justice
• 5.Oldies 
• 6.Blues 
• 7.News & public affairs

• What are the opportunities?
• Membership & Growth
• Find ways to meet all of our listeners where they are
• Engage through multiple communications channels
• Social Media; Newsletters
• Encourage members to also champion WPFW
• Build opportunities for all demographics to engage and
• learn about the station’s rich culture and history.
• Fundraising • Open to various types of gifting • Cash, Securities; Tangible Personal Property • Deferred Gifts: Annuities, Bequests. • Teach the donors how to give.