Underwriting
What is Underwriting?
Underwriting announcements are non-commercial scripts read on air in support of nonprofit community radio stations like WRIR-LP 97.3FM Richmond. Local 501(c)(3) organizations and businesses make a financial (or in-kind!) donation and our DJs and Talk Hosts read your messages on broadcast radio and streaming to our diverse listener and donor bases. Many WRIR listeners do not tune into commercial radio ever. Our listenership is loyal and growing. Not only is our audience hyper-local, it is also worldwide. WRIR is committed to collaborating with you to boost your signal to all of Richmond and beyond!
Need more clarity on Underwriting? You may be familiar with hearing statements on public radio like, “Programming on 97.3FM is brought to you by [your local business or organization]…” Let us tailor this announcement especially for you!
What Can On-air Announcements, A.K.A Underwriting, Accomplish?
On-air announcements are a great way to get the word out about the work your organization does, your upcoming events, or the products and services your local business provides. Located in the center of the Greater Richmond Area, 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.
This means not only do you get regular announcements with curated scheduling attuned to your needs, our messaging is evergreen and embedded into our archives so it will be shared every time a listener hits play on one of our past programs.
All Schedules Are Customized & Targeted—Raising awareness for your organization or business can be achieved with a consistent underwriting cadence. Your schedule of on-air spots will be tailored to reach the right audience for your message. For instance, your announcement could run at the same time every day, or it could be targeted to 3 or more music shows in one night.
WRIR will work with you to craft clear and efficient messaging through scheduling and copy to get you heard by the right listeners.
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 events or an event that recurs every year, WRIR can work with you on seasonal schedules or evergreen underwriting.
Be a Known WRIR Supporter – Our Financial supporters tap into WRIR’s loyal base of listeners. With almost 20 years on the Richmond scene, WRIR has cemented itself as a hub of culture and community. A broader schedule, over a variety of programs, reminds those who already may be aware of your organization that you support WRIR and are an active member of the Richmond community.
WRIR Underwriting is Evergreen – Every second of airtime is permanently recorded and added to WRIR’s archive. Listeners will hear your underwriting any time they revisit a past show or listen online, with no additional cost or charge to you.
WRIR is a Non-Profit, what am I Funding? – For the next two years, i.e. 2025 and 2026, all funds from underwriting go directly to WRIR’s capital campaign. WRIR’s goal is to build an accessible-to-all community radio station for the people, by the people!
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 for WRIR is considered a charitable contribution. Find our donor tax forms here!
Contact [email protected].
Underwriting 1-pager and Rates