Seven rules for station execs to succeed in fundraising

More than a decade ago, I was appearing on-air during a television pledge drive when a phone bank volunteer said a caller on his line insisted on talking to me. I picked up the phone with some trepidation and — sure enough — a WXXI member complained angrily about getting too much direct mail. He was especially upset because he had received a letter inviting him to join WXXI when he was already a member. I apologized and, to make up for his inconvenience, invited him to lunch and a tour of the station. He accepted, and took a bus to the station (he didn’t drive) to meet with me.

Seeking the next $100 million

A review of public stations’ financial data over the past 15 years shows that, despite their widely divergent revenue trajectories, public radio and television have both made great progress in implementing structural and cultural changes needed to pursue new revenues.

Where is fundraising in your CEO’s to-do list?

The kind of leaders needed to drive this transformation … are not just media organization managers but also community leaders. This amounts to a major challenge to our current leaders: Either grow into the new job description or get out of the way.