Radio’s Impact: Championing Children’s Health and Building Transformative Business Partnerships

Contributor: Fleur Voruz, Senior Director/Media, Children’s Miracle Network Hospitals

Through purposeful partnerships, radio stations uniquely position themselves as champions by raising funds and awareness for critical needs in their local communities. These collaborations not only elevate positive listener sentiment, but they also drive employee engagement and business value for the radio station and its sponsors.

For decades, radio stations have played a pivotal role in supporting local member hospitals of Children’s Miracle Network Hospitals, contributing to the care of millions of children. Those who continually contribute to changing kids’ health to change the future deserve a heartfelt thank you. In 2023 alone, Radiothon partners raised an impressive $33 million, demonstrating the incredible influence of radio in engaging supporters and making a substantial impact on kids and families.

The halo effect created by radio for its advertisers supporting such events extends beyond a single moment in the year. Brands aligned with high-purpose causes experience a fourfold increase in market value. Giving back to a cause strengthens the emotional connection with customers and sets brands apart in a crowded market.

A CivicScience study further illustrates the powerful relationship between charitable organizations and businesses. Over one-third of U.S. adults express an increased likelihood to shop at a business associated with a charitable organization. Nearly half of U.S. adults who donate cite “support for the charity’s mission” as a motivating factor. Of those likely to donate to a local children’s hospital, 43% are more likely to shop at businesses with charity partners.

The local businesses who rely on your station’s ability to target their customers are looking for a way to stand out from their competition while growing their business. Business owners and decision makers are eager to discover collaborative opportunities tied to causes that resonate with their clientele. According to Porter Novelli’s 2021 Purpose Perception Study:

  • When a company leads with purpose, consumers are 72% more likely to be loyal to that company.
  • 71% would purchase from a purpose-driven company over the alternative when cost and quality are equal.

Radio partnerships matter because changing the health of even one child creates a ripple effect felt by our communities for years to come.

To our broadcast partners, congratulations on an incredible 2023; we know 2024 will be another incredible year! Explore how you can support local member children’s hospitals and build cause-connected brand marketing opportunities by partnering with Children’s Miracle Network Hospitals here.


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