What is Underwriting?

Because we are a non-commercial radio station, we do not offer commercial advertising on our air waves, however we do allow for non-commercial underwriting. 

What does "underwriting" mean exactly?  Underwriting is a tax deductible investment in the station by a business, organization or individual that supports station operations. In return, the business, organization or individual receives on-air sponsor messages or announcements in conjunction with an event or a community outreach effort. 

Financial support for public radio is derived almost entirely from businesses, corporations, other non-profit agencies, associations, foundations and individuals who support our mission to provide quality programming, music, news and information.   Underwriting generally is made in monthly or quarterly installments for a year or multiple year contracts.  However, KACU-FM provides custom underwriting for almost any budget. Your on-air support allows KACU to continue its 21 year tradition of quality, commercial-free programming.

Why should you underwrite KACU programming?

Perhaps more than any other medium, public radio is a major public relations vehicle.  National research reveals that an overwhelming majority of public radio listeners respond favorably to underwriters they hear on the air. 

Among KACU's underwriters are businesses and organizations that might normally shun conventional outlets of advertising, but recognize the need to raise awareness for their service and specialties, particularly among community leaders.

Your underwriting message is designed to provide a marketing strategy that combines the benefits of advertising with sound public relations.

*  Create awareness and a positive image for your products and services--By association with the unique and varied programming KACU provides, underwriting builds brand identification and strengthens your corporate image....making your message synonymous with quality programming for the discriminating listener.  Almost two-thirds of public radio listeners are more likely to purchase the product or service of a public radio underwriter.

*  Establish a favorable presence in the community--Your company or organization benefits from being associated with KACU and its mission as a contributing, responsible member of this community--nearly 75% of listeners believe that public radio sponsors are committed to quality and excellence (called the "halo effect").  Nearly 85% of consumers believe such higher-purpose, cause-related marketing creates a positive image for the sponsors they hear mentioned.  You will be reinvesting in the local community through educational, cultural and entertainment programs.

*  Reach a highly desirable target audience--Public radio listeners tend to be affluent, well-educated, business and civic leaders.  KACU-FM delivers our radio's audience for a fraction of the cost of using a commercial station.  Underwriting increases name recognition among professionals and business leaders.  KACU-FM reaches 16 counties and  13,200 listeners per week.

*  Create memorable message impact-- Listeners choose public radio because they prefer the uncluttered environment that non-commercial radio offers in contrast to traditional commercial radio.  Separating your message from the cluttered commercial advertising spectrum gives it a chance to really be heard.  Therefore, your message has greater impact and stands out.  Unlike satellite radio, public radio is still connected to the community providing information and news of interest to its citizens.
 
*  Provide training for our nation's future broadcasters--KACU-FM's studio is a training facility for a student team.  KACU is part of the Journalism and Mass Communication Department at Abilene Christian University. Students from area colleges and universities audition for paid staff positions, serving as the on-air announcers you hear on KACU-FM.

For more information about becoming an underwriter, contact Myra Dean, Development Director at (325) 674-2437 or at myra.dean@acu.edu. 

Meet Our Underwriters: