Pledge drive
Encyclopedia
A pledge drive is an extended period of fundraising
activities, generally used by public broadcasting
stations to increase contributions. The term "pledge" originates from the promise a contributor makes to send in funding at regular intervals for a certain amount of time. During a pledge drive, regular programming is interrupted by an appeal for pledges by station employees, who ask the audience to make their contributions, usually by phone or the Internet, during this break.
's BBC
, most funding comes from the television license fee, there are many countries where some funds must come from donations from the public. Stations in these parts of the world commonly hold pledge drives about three times each year, usually lasting one to two weeks each time.
Pledge drives are especially common among United States
stations. Although the Federal government of the United States, primarily through the Corporation for Public Broadcasting
(CPB), and corporate underwriting
provide some money for public broadcasting organizations like National Public Radio (NPR) and the Public Broadcasting Service
(PBS), they are largely dependent on program fees paid by their member stations. These stations require funding in turn from listeners and viewers (as well as local corporate sponsors) for not only these fees, but also other daily operating cost
s, and stage regular pledge drives in an attempt to persuade their audiences to contribute donations.
A hallmark of pledge breaks is the "pledge room", where the speakers deliver their message as volunteering
individuals answer ringing telephones in the background. Frequent updates are provided as to the amount of money that the pledge drive has raised so far, which is also (on television station
s) shown on a numeric display. Small prizes such as mugs and tote bags (known as "thank-you" gifts), as well as entries into drawings for larger awards, are also offered by many stations in return for pledging certain amounts of money.
While pledge drives are an effective method of raising money for stations, they often annoy viewers and listeners, who find the regular interruption of what is usually commercial
-free content a nuisance. Audience numbers often decline during pledge drives; to compensate, some stations air special television shows during these fundraising
periods. In the past, this consisted of classical music programs, now it is usually self-help
programs with speakers such as Suze Orman
. Others have aimed to eliminate pledge drives altogether, or significantly reduce their length, by asking for contributions throughout the year during regular station identification breaks. On radio, such programs as All Things Considered
may have one of their planned stories deleted simply to extend the length of the fund-raising "pitches".
In a more recent trend, some stations also advertise that pledge drives will be shortened by one day for every day's worth of contributions donated in the weeks leading up to a drive, but this rarely if ever happens, or if it is done, it is done in such a way that the public seldom can tell the difference.
Fundraising
Fundraising or fund raising is the process of soliciting and gathering voluntary contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies...
activities, generally used by public broadcasting
Public broadcasting
Public broadcasting includes radio, television and other electronic media outlets whose primary mission is public service. Public broadcasters receive funding from diverse sources including license fees, individual contributions, public financing and commercial financing.Public broadcasting may be...
stations to increase contributions. The term "pledge" originates from the promise a contributor makes to send in funding at regular intervals for a certain amount of time. During a pledge drive, regular programming is interrupted by an appeal for pledges by station employees, who ask the audience to make their contributions, usually by phone or the Internet, during this break.
Background
While public broadcasters are partially government-funded in some nations, such as the United KingdomUnited Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
's BBC
BBC
The British Broadcasting Corporation is a British public service broadcaster. Its headquarters is at Broadcasting House in the City of Westminster, London. It is the largest broadcaster in the world, with about 23,000 staff...
, most funding comes from the television license fee, there are many countries where some funds must come from donations from the public. Stations in these parts of the world commonly hold pledge drives about three times each year, usually lasting one to two weeks each time.
Pledge drives are especially common among United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
stations. Although the Federal government of the United States, primarily through the Corporation for Public Broadcasting
Corporation for Public Broadcasting
The Corporation for Public Broadcasting is a non-profit corporation created by an act of the United States Congress, funded by the United States’ federal government to promote public broadcasting...
(CPB), and corporate underwriting
Underwriting
Underwriting refers to the process that a large financial service provider uses to assess the eligibility of a customer to receive their products . The name derives from the Lloyd's of London insurance market...
provide some money for public broadcasting organizations like National Public Radio (NPR) and the Public Broadcasting Service
Public Broadcasting Service
The Public Broadcasting Service is an American non-profit public broadcasting television network with 354 member TV stations in the United States which hold collective ownership. Its headquarters is in Arlington, Virginia....
(PBS), they are largely dependent on program fees paid by their member stations. These stations require funding in turn from listeners and viewers (as well as local corporate sponsors) for not only these fees, but also other daily operating cost
Operating cost
Operating costs can be described as the expenses which are related to the operation of a business, or to the operation of a device, component, piece of equipment or facility.-Business operating costs:...
s, and stage regular pledge drives in an attempt to persuade their audiences to contribute donations.
A hallmark of pledge breaks is the "pledge room", where the speakers deliver their message as volunteering
Volunteering
Volunteering is generally considered an altruistic activity, intended to promote good or improve human quality of life, but people also volunteer for their own skill development, to meet others, to make contacts for possible employment, to have fun, and a variety of other reasons that could be...
individuals answer ringing telephones in the background. Frequent updates are provided as to the amount of money that the pledge drive has raised so far, which is also (on television station
Television station
A television station is a business, organisation or other such as an amateur television operator that transmits content over terrestrial television. A television transmission can be by analog television signals or, more recently, by digital television. Broadcast television systems standards are...
s) shown on a numeric display. Small prizes such as mugs and tote bags (known as "thank-you" gifts), as well as entries into drawings for larger awards, are also offered by many stations in return for pledging certain amounts of money.
While pledge drives are an effective method of raising money for stations, they often annoy viewers and listeners, who find the regular interruption of what is usually commercial
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
-free content a nuisance. Audience numbers often decline during pledge drives; to compensate, some stations air special television shows during these fundraising
Fundraising
Fundraising or fund raising is the process of soliciting and gathering voluntary contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies...
periods. In the past, this consisted of classical music programs, now it is usually self-help
Self-help
Self-help, or self-improvement, is a self-guided improvement—economically, intellectually, or emotionally—often with a substantial psychological basis. There are many different self-help movements and each has its own focus, techniques, associated beliefs, proponents and in some cases, leaders...
programs with speakers such as Suze Orman
Suze Orman
Susan "Suze" Lynn Orman is an American financial advisor, author, motivational speaker, and television host.Orman was born in Chicago and received her B.A. in social work. She worked as a waitress in Berkeley, California before becoming a financial advisor for Merrill Lynch...
. Others have aimed to eliminate pledge drives altogether, or significantly reduce their length, by asking for contributions throughout the year during regular station identification breaks. On radio, such programs as All Things Considered
All Things Considered
All Things Considered is the flagship news program on the American network National Public Radio. It was the first news program on NPR, and is broadcast live worldwide through several outlets...
may have one of their planned stories deleted simply to extend the length of the fund-raising "pitches".
In a more recent trend, some stations also advertise that pledge drives will be shortened by one day for every day's worth of contributions donated in the weeks leading up to a drive, but this rarely if ever happens, or if it is done, it is done in such a way that the public seldom can tell the difference.