Underwriting
What is Underwriting?
It is an air announcement informing the public about organizations and businesses that support their local nonprofit community radio stations. It is not advertising for a few reasons — no prices are listed, we don’t use comparative or superlative language (like ‘best’, ‘better’, ‘largest’ or ‘newest’) and calls to action (“go here” “buy this” “be there”). Advertising on for-profit media platforms allows for this. 501(c)(3) stations like WRIR-LP 97.3FM Richmond are not permitted to promote for-profit businesses. Community broadcasting is meant to be run by its members, so outside, profit-based influence of any kind is not allowed. Them’s the rules, per the Internal Revenue Service.
This doesn’t mean there’s no benefit to you. Underwriting is a great way to get the word out about what you’ve got going on! By making a financial donation, local 501(c)(3) organizations and businesses can have their messages read by our talented DJs and talk hosts, reaching a dedicated and diverse audience through broadcast radio and online streaming. Your support and partnership with 97.3FM lets our listeners know that you champion our mission to provide an accessible platform for underrepresented voices and to protect free speech in our hometown. WRIR’s listeners are loyal, engaged and often tuned exclusively to non-commercial radio. Our audience isn’t just hyper-local, it’s global and it’s growing every day! Partnering with WRIR means amplifying your message across Richmond and beyond. Together, we’ll make an even greater impact on our community! Located in the heart of Richmond, we serve the entire city through the airwaves 24/7/365, and we are also available worldwide, with live streaming and archives at WRIR.org. Every second of airtime is recorded and added to WRIR’s archive, meaning our listeners will hear your underwriting any time they revisit a past show online, with no additional cost to you.
Event Announcements – WRIR will run a heavy schedule of underwriting spots leading up to your event, to ensure awareness and excitement. Announcements for events can be paired with appropriate shows based on theme or genre. If you run seasonal or recurring events, WRIR can work with you on annual or evergreen underwriting. 501(c)(3) organizations, educational institutions and government entities can enjoy event PSAs at no cost. That’s right! As part of our charter, we provide free Public Service Announcements to qualifying orgs. Send your request to [email protected] today!
Be a Known WRIR Supporter – Our Financial supporters tap into WRIR’s loyal base of listeners. With 20 years on the scene, we have a solid track record of supporting news, education, arts, culture, fellow organizations and homegrown businesses. Messaging on 97.3FM and wrir.org reminds Richmonders that you are an active member of our thriving community.
WRIR is a Non-Profit, what am I Funding? – For the next two years — 2025 and 2026 — all funds from underwriting go directly to WRIR’s $2M capital campaign. $1M is to build an accessible-to-all community radio station in Shockoe Bottom. The second million is to fund all new community service and volunteer education programs, replace aging equipment with new technology, give our branding and online presence a refresh and, most importantly, create an endowment so that our organization thrives, not just survives.
You can learn more about the plans and what it means to be a transformational donor here: wrircampaign.org
Is Underwriting Tax Deductible? – Yes! Underwriting donations to WRIR-LP 97.3FM Richmond are a charitable contribution! We will send you a tax receipt along with your underwriting copy and our heartfelt thanks.
All underwriting plans can be customized! See our rate sheet below, then contact us at [email protected] to structure a plan best suited to your needs.
Underwriting Rates
All underwriting packages are custom-built and can be tailored to factors such as theme/genre, time of day, cadence, or season.
Basic Packages (All Customizable):
Local Business
Weekly –
1 – 3 spots a week the entire calendar year.
Beginning at $516
Daily –
1 – 2 spots a day for the entire calendar year.
Beginning at $3612
Non-profit
Weekly –
1 – 3 spots a week for the entire calendar year
Beginning at $416 + bonus spots valued at 10% of the underwriting commitment
Daily –
1 – 2 spots a day for the duration of the underwriting contract.
Beginning at $2912 + bonus spots valued at 10% of the underwriting commitment
Events:
2 Week Blast
1 – 3 spots a day for two weeks up to your event
Beginning at $112
1 Month Blast
1 – 3 spots a day for two weeks up to your event
Beginning at $224
BASIC RATES
Drive Time $20/spot – Weekdays 6-10am & 2-7pm
Peak Time $15/spot – Weekdays 10am-2pm & 7-11pm; Weekends 9am -11pm
Off-Peak $10/spot – Daily 11pm-3am, Weekends 6-9am
Off-Off Peak $8/spot – Daily 3-6am
Discounts
Discounts are available to all underwriters making significant annual underwriting commitments as follows:
10% $1,000-$1,999
20% $2,000-$2,999
30% $3,000-$3,999
Venues! Talk to us about flat rate packages for weekly show announcements!
Not-for-Profit Bonus – WRIR offers all not-for-profits, government agencies, and educational institutions additional spots, called Public Service Announcements (PSAs), at no charge, in order to disseminate important announcements, information and event promos and information to the community. Send your submissions to [email protected]
Nonprofits! Please reach out to us about opportunities to further boost your signal by developing educational modules and radio shows/podcasts highlighting your work in the community. Email [email protected] for more information.
Email us at [email protected]