Michigan Radio’s “Incredible Shrinking Week” fund-raising effort was successful again this year, cutting three days of on-air fundraising from the station’s programming.
A new high of $124,000 was raised, surpassing the 1992 record of $118,000. The number of listeners who mailed contributions or phoned in pledges came to 2,002, including 452 first-time donors.
The Incredible Shrinking Week was created by Michigan Radio to garner financial support while continuing to provide regular programming.
The on-air campaign, scheduled for April 8–14, was “shrunk” by one day for every $20,000 received by April 7. Listeners began mailing in contributions in March and by April 7 the station was able to cut the on-air portion of the drive by three days.
Shelley MacMillan, Michigan Radio’s director of business and development, says the fund-drive response “is a great way to usher in spring. Not only did we raise more money than in any previous spring fund drive, but we were able to expand the Michigan Radio family as well. We thank everyone who took part in the drive.”
Individual listener contributions account for 35 percent of Michigan Radio’s annual budget, the University contributes 31 percent and the Corporation for Public Broadcasting provides 17 percent. Underwriters account for 13 percent, and 4 percent is covered by foundation grants and other sources.
During the Incredible Shrinking Week, the station announced that beginning Sept. 2, Tom Hemingway will return as the “voice” of U-M football.
