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 KSTX/KPAC 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 KSTX 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 KSTX 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:

AACOG Alamo Area Council Of Governments

AACOG Alamo Area Agency on Aging

AARP

Academica Southwest

Accion Texas

AFS Intercultural Programs

AIA San Antonio

Alamo Area Partners for Animal Welfare

Alamo Arts Ballet Theatre

Alamo Breast Cancer Foundation

Alamo College

Alamo Regional Mobility Authority

Alamo Rescue Friends

ArtPace

Arts San Antonio

Attic Rep

Austin City Limits

Ballet San Antonio

Basis San Antonio North

Benissimo Music Producti

Bihl Haus Arts

BioMed SA

Blanco Non-profit Coalition

Blue Star Contemporary Art Museum

Boerne Performing Arts

Boerne YMCA

Brewster County Tourism

Briscoe Western Art Museum

Brooks Academy of Science and Engineering

Build San Antonio Gre

Carrera Races, Inc.

Carver Community Cultural Center

Castroville Conservation Society

Catholic Charities, Archdiocese of San Antonio

The Charline McCombs Empire Theatre

Children's Chorus of San Antonio

Children's Hospital of San Antonio

Christian Senior Services

City of Fredericksburg Texas

City of Llano

City of San Antonio Department of Culture and Creative Development

City of San Antonio Department of Human Services

City of San Antonio Downtown Operations

City of San Antonio Human Development Services Fund

City of San Antonio La Villita

City of San Antonio Metro Health District

City of San Antonio Office of Historic Preservation

City of San Antonio Parks and Recreation

City of San Antonio Solid Waste Department

City of Schertz

City Projects Ruben Salazar

Cocker Rescue of Austin/San Antonio

Community First Health Plans

Community Foundation of the Texas Hill Country

Conspirare

CPS Energy

Disability Services of the Southwest/LifeSpan Home Health

 Dress for Success San Antonio

Epilepsy Foundation of Central and South Texas

Episcopal Church of Reconciliation

Esperanza Peace and Justice Center

Faith Family Clinic

Family Violence Prevention Services

Fredericksburg Farmers Market

Fredericksburg Food & Wine Festival

Fredericksburg Shines

Fredericksburg Theater Company

Freedom Flyers of Burnet

Friends of the San Antonio Public Library

Gemini Ink

Generations Federal Credit Union

Girls Inc.

Good Samaritan Community Services

Goodwill San Antonio

Great Hearts Academy

Green Spaces Alliance of South Texas

Guadalupe Cultural Arts Center

Habitat for Humanity San Antonio

Haven for Hope

The Health Cell

Healthcare Access San Antonio

Helotes Humane Society

Highland Lakes Squadron of the Commemorative Air Force & Museum

Hill Country Alliance

Hill Country Animal League of Boerne

Hill Country Chorale

Hill Country Community Theater

Hill Country Fruit Council

Hill Country Youth Orchestras

Hispanic Heritage Center of Texas

Hispanic Organization for Pulic Employees (HOPE)

Hope for Humans

Inspire Fine Art Center

International Artisan Alliance

Jewish Federation of San Antonio

Job Adventures

John and Florence Newman Foundation

Jump-Start Performance Co.

Kerrville Folk Festival

Kerrville Parks & Recreation

Keystone School

KLRN

Landa Gardens Conservancy

The Lifshutz Foundation

Linda Pace Foundation

Llano Chamber of Commerce

Llano County Library System Foundation

Llano County Museum

Llano Fiddle Fest

Luminaria

Magik Theatre

Marble Falls - Lake LBJ Chamber of Commerce

McNay Art Museum

Methodist Healthcare Ministries

Methodist Healthcare Systems

Mid Texas Symphony

The Mind Science Foundation

Mission Verde Alliance

Mitchell Lake Audubon Center

MOSAIC

Muslim Children Education and Civic Center

National Multiple Sclerosis Foundation

Oktoberfest

Opera San Antonio

Our Lady of the Lake University

Partners in Ministry in Kerrville

Pearl Farmer's Market

Petco Foundation

Peterson Regional Medical Center

Pioneer Museum

Planned Parenthood

Port San Antonio

Project Mend

Project Quest

Providence Place

The Radius Center

Raise Your Hand Texas

The Renaissance Guild

Renewable Energy Roundup

Rice University Jones Graduate School of Business

Rockport-Fulton Chamber of Commerce

St. Mary Magdalen Catholic School

St. Mary's University

St. Mary's University Bill Greehey School of Business

St. Mary's University Graduate School

St. Paul's Episcopal Church and School

St. Peter - St. Joseph Children's Home

SAMMinistries

San Antonio AIDS Foundation

San Antonio Area Foundation

San Antonio Bar Association

San Antonio Botanical Garden

San Antonio Chamber Choir

San Antonio Chamber Music Society

San Antonio Chamber of Commerce

San Antonio College

San Antonio Federal Credit Union

San Antonio Folk Dance Festival

San Antonio Garden Center

San Antonio Glass Art Guild

San Antonio Highland Games

San Antonio International Piano Competition

San Antonio Latino/a Theatre Alliance

San Antonio Metropolitan Ballet

San Antonio Museum of Art

San Antonio Pet Trainers Alliance

San Antonio Public Library

San Antonio Ragtime Society

San Antonio River Authority

San Antonio Symphony Mastersingers

San Antonio Water System

San Antonio Zoo

School of Science and Technology

Scottish Rite Performing Arts Center

Security Service Federal Credit Union

Seminary of the Southwest

Senior Resource Radio

Silver and Black Give Back

Sol Center

SOLI Chamber Ensemble

Southwest School of Art

Sunshine Cottage

Sul Ross State University Rio Grande College

Symphony of the Hills

SystemsGo

Ten Thousand Villages

Texas A&M Agrilife Extension Service

Texas Comptroller of Public Accounts

Texas Foster Care & Adoption Services

Texas Hill Country Opera & Arts

Texas Lutheran University

Texas Mesquite Art Festival

Texas Performing Arts Society

Texas State University Encore Performing Arts Series

The Texas Tribune

Texas Watercolor Society

TMI - The Episcopal School of Texas

Tobin Center

Tobin Theatre Arts Foundation

Trinity University

Trinity University Department of English

Trinity University Department of Philosophy

United Way on behalf of the VITA San Antonio Coalition

University Health System

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 Sciences

University of Texas at San Antonio - Institute of Texan Cultures

University of Texas at San Antonio - Office of University Marketing

UTHSC of San Antonio Barshop Institute for Longevity and Aging Studies

UTHSC Center for Medical Humanities & Ethics

UTHSC Graduate School of Biomedical Science

UT Medicine San Antonio

University of Texas Press

Upper Guadalupe River Authority

VIA Metropolitan Transit

Victoria Convention & Visitor's Bureau

The Village at Incarnate Word

Voices de la Luna

Volunteer Income Tax Assistance - VITA San Antonio Coalition

Wellmed Charitable Foundation

Western National Parks

Wildlife Rescue & Rehabilitation

Witte Museum

Workforce Solutions Alamo

YMCA of Greater San Antonio