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.

Here’s part of a TV script, along with samples of how this organizational voice translates to other communications, like on-air promos.