“Short-form” pledge campaign nets KALW $300,000 and 900 new members

“We’re raising good will as well as money,” says Holly Kernan, news director and host at KALW/91.7 FM in San Francisco. Instead of interrupting programming for pledge spots, the station this month conducted a “short-form” campaign of 60- and 90-second spots, many of them humorous, featuring local celebrities, reports the Knight Digital Media Center. So how did it work? The station met its goal of $300,000 and gained 900 new members. Positive comments from listeners too, including: ““Love, love, love the new pledge drive format!”