Case Study – KQED
San Francisco’s KQED is one of the most-watched public television stations in the country. Like most others, it couldn’t survive without on-air fundraising.
For years, KQED’S TV pledge breaks were hosted by ad-libbing staff members. When the station wanted a more polished approach, I designed a scripted format that made each break a “show within the show,” an entertaining and informative addition to the program. An intelligent, conversational style set the tone, and established an identity for the station as a partner worth supporting.
The format has helped KQED become one of the most successful fundraisers in the PBS system.