Underwriting: Nonprofits

Nonprofit underwriting messages provide an effective and affordable vehicle for making the public radio listener aware of events, showcase a new product or service, brand their business or build credibility in the community. The three stations under the Texas Public Radio umbrella provide the perfect venue for reaching a desirable target market that is educated, affluent and active. 

We offer a direct business-to-business connection which includes access to key community leaders.  Businesses can benefit by using underwriting messages to reach these vocal advocates who have strong community ties that give them greater influence in their social and political networks. Research further suggests the public radio listener is significantly more likely than other Americans to drive social trends, influence mass opinion and create buzz.

Non-commercial radio is required to acknowledge contributions from our funders on the air. We refer to these announcements as enhanced underwriting credits which serve to identify businesses and organizations that support our mission. These 15-second announcements include our required preamble, “Support for TPR comes from…” plus a value-neutral description of the company, their product or service. No additional costs are incurred for production of these pre-recorded messages.

Sample Underwriting Messages:

Support for TPR comes from Ballet Conservatory of South Texas, kicking off the upcoming performance of Synergy 2012 with a benefit, “Swan Lake Ballet Tea Party,” February twenty fifth from two to four.  More at Ballet South Texas dot org.

Support for TPR comes from the Barshop Jewish Community Center, presenting the San Antonio debut of Augus, “Osage* County,” at the Sheldon Vexler Theatre, August twenty-third through September sixteenth.  Tickets at three zero two, six eight three five.

Sponsored nonprofit messages are designed to offer non-profit organizations an expanded vehicle for educating the public radio listener about their mission, initiatives and special opportunities.  These messages differ from traditional underwriting messages in their format, length and funding options.  They may be purchased by the non-profit organization itself or by a sponsoring for-profit entity that would like community to know they support your specific institution or organization.  The message reads much like a public service announcement and ends in the following fashion:  “This non-profit message was underwritten by…” The content should appeal to the Texas Public Radio audience and/or provide a benefit or service to the community at large.

Sample Sponsored Non-Profit Message:

Registration is still open for Any Baby Can’s 8th Annual Walk for Autism benefitting their Reaching Families Facing Autism program April 14th at the AT&T Center.  Children’s activities and entertainment will be spaced throughout the two-mile, Autism-friendly course, which will include a fifty plus exhibitor resource fair. Details and registration are at Walk For Autism SA dot com.  This non-profit message was underwritten by H-E-B.

UNDERWRITING GUIDELINES: 

In the world of public radio, we use a little different jargon than that of the commercial radio industry. The Federal Communications Commission (FCC) has articulated specific guidelines emphasizing the difference between these permissible donor and underwriter announcements and commercial advertising.  In order to maintain compliance with the Commission’s regulations, Texas Public Radio observes the following rules taken from our published “Underwriting Policies and Practices”:

Permissible language:

  • a value-neutral description of the product/service/initiative
  • location, phone number or web address for more details about the funder
  • brand or trade names that help identify the underwriter, but do not promote
  • the underwriter's well-established corporate slogan, identified as such, as long as it complies with other standards

Language that is NOT permissible:  

  • pricing info (such as "5% interest rates available")
  • an inducement to buy, which is promotional by nature (such as "special gift for first fifty callers" or “inviting you to pick up a free gift”)
  • audio logos, jingles, sound effects or pre-recorded creative production elements
  • language that speaks directly to the listener (you, your, we, understood you, etc.)
  • expression of personal views, subjective, comparative or qualitative language (such as "the first name in Fords" or "the best BBQ in town")
  • any language comparing your business to that of another or suggesting your business is better than another (such as “award winning” or “recognized by”)
  • calls to action (“visit,” "call," "go to," "join," etc.)

RATES:

Rates vary depending on the station of choice, the time of day, and the quantity of messages placed within the schedule.  Ask your Corporate Relations Associate how to customize a package for your particular marketing needs.

For more information, email Texas Public Radio's Director of Corporate Relations, Kellie Fichter. Email:  kellie@tpr.org or phone: 210.614.8977 ext. 117.


Current nonprofit underwriters:

10BitWorks

AACOG Alamo Area Council Of Governments

AACOG Alamo Area Agency on Aging

AARP

Admiral Nimitz Foundation

AIA San Antonio

The Alamo

Alamo Arts Ballet

Alamo Breast Cancer Foundation

Alamo College

Alzheimer's Association

American Society of Travel Agents - Southwest Chapter

American Volkssport Association, Inc.

Americans Unites - San Antonio Chapter

Art Museum of South Texas

ArtPace

Arts San Antonio

Austin City Limits

Ballet San Antonio

Bandera Natural History Museum

Bandera Riverfest

Bat Conservation International

Bihl Haus Arts

BioMed SA

Blanco Non-profit Coalition

Blue Skies of Texas

Blue Star Contemporary Art Museum

Boerne Community Theatre

Boerne Performing Arts

Boerne YMCA

Briscoe Western Art Museum

Brooks City Base

Build San Antonio Green

CASA Child Advocates of San Antonio

Chamber Orchestra of San Antonio

The Charline McCombs Empire Theatre

Children's Ballet of San Antonio

Children's Bereavement Center of South Texas

The Children's Shelter

Chorus Austin

The Chow Train

Church of Jesus Christ of Latter Day Saints

City of Fredericksburg Texas

City of Llano

City of New Braunfels

City of San Antonio Department for Center City Development and Operations

City of San Antonio Department for Culture & Creative Development

City of San Antonio Office of Emergency Management

City of San Antonio Office of Historic Preservation

City of San Antonio Office of Management & Budget

City of San Antonio Parks and Recreation

City of San Antonio Transportation and Capital Improvement

Classic Theatre of San Antonio

Conspirare

CPS Energy

CRIT USA

Educate and Empower Kids

Environmental Defense Fund

Episcopal Church of Reconciliation

Esperanza Peace and Justice Center

EV San Antonio

Eva's Heroes

Family Violence Prevention Services

First-MD

Firstmark Credit Union

Fort Martin Scott

The Foundation for Global Sports Development

Fredericksburg Farmers Market

Fredericksburg Food & Wine Festival

Fredericksburg Shines

Fredericksburg Theater Company

Friends of the Landmark Inn

Friends of the Llano Public Library

Gemini Ink

Generations Federal Credit Union

Go Public

Golden Manor Jewish Senior Services

Good Samaritan Community Services

Goodwill San Antonio

Green Spaces Alliance of South Texas

Guadalupe Cultural Arts Center

Habitat for Humanity San Antonio

Harmony Science Academy San Antonio

Harp & Shamrock Society of Texas

Harper Library

The Health Collaborative

Highland Lakes Squadron of the Commemorative Air Force & Museum

Hill Country Alliance

Hill Country Chorale

Hill Country Farmers Market

Hill Country Fruit Council

Hill Country University Center

Hill Country Youth Orchestras

The Honeycomb Group

Hug Me Ink

Inspire Fine Art Center

International Artisan Alliance

Japan America Society of San Antonio

Jefferson Outreach

Josephine Theatre, The

Kerr County YMCA

Kerrville Festival of the Arts

Kerrville Folk Festival

Keystone School

Kids of the Kingdom Episcopal School

KLRN

The Lifshutz Foundation

Linda Pace Foundation

Llano Chamber of Commerce

Llano Chuckwagon Association

Llano County Museum

Llano Fiddle Fest

Llano Fine Arts Guild

Luminaria

Magik Theatre

Marble Falls - Lake LBJ Chamber of Commerce

McNay Art Museum

Methodist Healthcare Ministries

Mid Texas Symphony

The Mind Science Foundation

Mission Verde Alliance

Mitchell Lake Audubon Center

Moms Clean Air Force

Montessori School of San Antonio

Munich Memorial Film Project

Museum of Western Art

Musica Sacra

Musical Bridges Around the World

Oblate School of Theology

Oktoberfest

On Two Fronts

Opera San Antonio

Optimist Club of Fredericksburg

Our Lady of the Lake University

Pearl Farmer's Market

Petco Foundation

Peterson Regional Medical Center

Pioneer Museum

Planned Parenthood

Port San Antonio

Project Mend

Project Quest

Raise Your Hand Texas

Respite Care of San Antonio

Rockport-Fulton Chamber of Commerce

Roy Maas Youth Alternatives

St. Luke's Episcopal School

St. Mark's Episcopal Church

St. Mary's University

St. Mary's University Bill Greehey School of Business

St. Mary's University Graduate School

St. Mary's University School of Law

The St. Olaf Choir

St. Peter - St. Joseph Children's Home

SAMMinistries

San Antonio AIDS Foundation

San Antonio Area Foundation

San Antonio Botanical Garden

San Antonio Chamber Choir

San Antonio Chamber Music Society

San Antonio Chamber of Commerce

San Antonio College

San Antonio International Piano Competition

San Antonio Museum of Art

San Antonio Public Library

San Antonio River Authority

San Antonio River Foundation

San Antonio Symphony Mastersingers

San Antonio Water System

Santikos Entertainment

Scale

School of Science and Technology

Scurry County Museum

Security Service Federal Credit Union

Silver and Black Give Back

Sky Meditation

Sol Center

SOLI Chamber Ensemble

South Texas Lyric Opera

Southwest School of Art

Sunshine Cottage

Sul Ross State University Rio Grande College

Symphony of the Hills

SystemsGo

TEDxSanAntonio

Ten Thousand Villages

Texas Hill Country Opera & Arts

Texas Lutheran University

Texas Mesquite Art Festival

Texas State University School of Social Work

Texas Tech University

The Woman's Club of San Antonio

Texas Tuition Promise Fund

TMI - The Episcopal School of Texas

Tobin Center for the Performing Arts

Tobin Theatre Arts Foundation

The Trinity Market

Trinity University

Trinity University Coates Library

Trinity University International Studies

Trinity University Press

United Way on behalf of the VITA San Antonio Coalition

University Health System

The University of North Texas Toulouse Graduate School

University of Texas at Austin Frank Erwin Center

University of Texas at Austin/LBJ School of Public Affairs

University of Texas at Austin/McCombs School fo Business

University of Texas at San Antonio - Center for Professional Excellence

University of Texas at San Antonio - College of Education and Human Development

University of Texas at San Antonio - College of Sciences

University of Texas at San Antonio - Department of Engineering

University of Texas at San Antonio - Institute of Texan Cultures

University of Texas at San Antonio - Office of University Marketing

UT Dentistry

University of Texas Health Science Center at San Antonio

UT Health Science Center at San Antonio The Barshop Institute for Longevity and Aging Studies

UT Health Science Center at San Antonio The Center For Medical Humanities & Ethics

UT Health Science Center at San Antonio Department of Microbiology & Immunology

UT Health Science Center at San Antonio Graduate School of Biomedical Sciences

UT Medicine San Antonio

University of Texas Rio Grande Valley

University of the Incarnate Word

Upper Guadalupe River Authority

The Upstagers - Del Rio's Community Theatre

The Urban-15 Group

Victoria Convention & Visitor's Bureau

Victorious Walk Ministries

Voices de la Luna

Washington on the Brazos State Park Association

Webster University

Western Governors University Texas

Wildlife Rescue & Rehabilitation

Witte Museum

Womans Club of San Antonio

Workforce Solutions Alamo

World Affairs Council of San Antonio

YMCA of Greater San Antonio