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 ā€” sure enough ā€” 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 didnā€™t drive) to meet with me.