WFMT hits one-day pledge drive record using only music from one CD

WFMT-FM in Chicago racked up 700 pledges in a six-hour period relying solely on listeners’ reactions to recorded performances of a Vera Gornostaeva, an 84-year old Russian pianist who spent most of her peak performing years trapped behind the Iron Curtain. WFMT ran a one-day pledge drive April 4 with the goal of collecting 700 pledges. For the drive, the station only played selections from a CD featuring recently remastered archived recordings of Gornostaeva performing compositions by Chopin. Listeners who pledged $40 received a copy of “Chopin Recitals” as a premium gift. WFMT played the CD four times, and pledges continued to pour in despite the repetition, according to Steve Robinson, g.m. As a result, the station hit its goal around 1 p.m. and suspended the fundraiser.

Thursday roundup: PBS promotes execs; Code Switch crowdsources poetry

• PBS has promoted two of its programming execs. Michael Kelley, formerly v.p. of strategy and business affairs, ascends to s.v.p., programming and business affairs. In addition, Bill Gardner, formerly director of general audience programming, is now v.p. of programming and development, overseeing science, history, natural history, cultural and current events programming. Both joined PBS in 2012. “Mike’s strong business skills and strategic leadership coupled with Bill’s acute editorial judgment and significant development chops have been instrumental to the success of PBS, our producers and member stations nationwide,” Beth Hoppe, PBS chief programming executive, said in a statement.