Funnels, Donations, NPR, and Apple

National Public Radio offers its radio shows at no charge, and hopes that enough listeners will donate enough money to make it viable. More broadly, NPR offers its content for free, on a variety of platforms including radio, the web, and iPad apps. There is the potential for more platforms to mean more consumers and hence more donations.

NPR has much in common with for-profit freemium services (such as WordPress.com). It can therefore use some of the same analytical tools, such as funnel analysis.

We can think of a funnel with NPR listeners toward the top. Fans of NPR, or of a particular show, are at a lower and narrower part of the funnel. Some of those fans donate; we might think of donations as money emerging from the bottom of the funnel.

What effect will iPad and iPhone apps have on NPR’s funnel? That’s what this 3-minute video is about. If it makes you want to donate to NPR, that’s good. The Changing Way Multimedia Studio is not currently seeking donations, despite this production’s use of crayon and handheld camera. The producer, however, is seeking work in the DC area.

The video illustrates, using the funnel model, an argument I made yesterday: that NPR was rather hasty in getting on the iPad bandwagon. I was prompted to make the video an following an exchange with Beth Kanter. We seem to agree that someone should write a post living up to the title: Apple or Android? Which One is More Nonprofit Friendly?. Neither of us has done it yet.

I’d be interested to see comments (or external posts) on the comparison of Apple and Android for nonprofits, on the use of the funnel model by nonprofits, on Apple’s policy toward nonprofits, or anything else arising from this post/video. Over to you…

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