This study measured the attitudes of public radio listener-contributors regarding listener-focused marketing strategies used by public radio stations. Four hundred forty-two questionnaires from Northern Colorado and Central Michigan were returned. Overall, respondents expressed a positive attitude toward on-air fund-raising. Although they held a slightly negative opinion of on-air pledge appeals, these negative responses were offset by positive responses about the perceived need for such fund-raising. Respondents appreciated receiving direct mail from their radio station, but were strongly opposed to telephone contacts. They also agreed that underwriting announcements sound more like commercials than in the past.