DO...
 

• Do "bridge" from regular programming both into and out of the break so that it is an integral part of the programming.

 
• Do speak to ONE person. "Your public radio station..." "Won't you invest...?"

 
• Do stress the immediacy: "Call now." "Invest right now."

 
• Do repeat, repeat, REPEAT the telephone number.

 
• Do go for short term goals. They appear more attainable to the audience and help maintain the momentum. "We only need four $50 pledges to put us over $10,000. We only need $100 to make our goal for 'Morning Edition'. Let's hear from two new members to put us over that goal."

 
• Do keep the level of excitement up. For example, interrupt conversations with guest hosts to announce new pledges or that the goal was reached.

 
• Do thank people often for their investments. In keeping with that, read names more than once during slow periods.

 
• Do talk about how to "invest" and how easy it is. "Our very capable volunteers are standing by to take your pledge. It's a very simple process and will take only a couple of minutes of your time to join the public radio family."

 
• Do give the reason you're fund raising. Educate the listener to the special nature of noncommercial public radio and why the listener should become involved.

 
• Do stress the benefits rather than the station's needs--with the programming being the most important of these. For example: information and entertainment ___ hours each day, 365 days per year, ___ hours per year; ___ issues of the program guide; and the premiums you're offering. In addition, if applicable, all pledges over $ ___ receive the membership card which entitles you to discounts at businesses and performances; free or discounted admission to station events; and an annual party for members are a few of the benefits.

 
• Do give the membership categories and associated premiums.

 
• Do stress the use of charge cards. It's instant money for the station and facilitates matters for the caller. Also mention the installment plan, automatic bank draft or any other program that offers the member time payments.

 
• Do mention if the listener gets a busy signal to keep on trying. ("It just means that some of your neighbors were faster on their feet to support our quality programming! Please keep trying. We're waiting for your call.")

 
• Do periodically give the address in its most simplified form. Some people are too shy to call.

 
• Do have as much fun (in good taste, of course) as you can. The listeners will find it contagious.

• Do not use the word "donation". You are not a charity. Yours is a business which offers very valuable benefits in exchange for listener support. Use "investment" or "pledge" instead.

 
• Do not create a negative or crisis atmosphere. Do not say, "Unless you pledge, we may not be here." Always come from a successful stance. Nobody wants to be involved with a loser.

 
• Do not threaten your audience. It only turns them off. As a result, they will turn you off.

 
• Do not beg. You must, instead, educate the listener as to why your station needs his/her involvement.

 
• Do not apologize for fund raising. Instead, help the listener understand yours is a unique service and requires a reciprocal relationship with the audience.

 
• Do not criticize our commercial brethren. Be positive and emphasize the desirability of commercial-free broadcasting.

 
• Do not mix different themes within one break. Stick to one idea, such as "noncommercial", and develop it more fully.

 
• Do not assume because phones are quiet that no one is listening. Most listeners must hear a number of pledge breaks before being motivated to go to the phone. Therefore, keep your pledge breaks fresh and energetic at all times and keep educating the listener.

Note: If staff is limited, it is better to aggressively appeal during high audience times, such as drive times or popular tune-in programs. The rest of the time do short breaks and utilize brief canned appeals in order to conserve the energy of staff.
 

Pledge Break Elements
 

• Always...

 
• "Bridge" from regular programming into the break

 
• Speak to one person

 
• Give the reasons you're fund raising and why a listener should pledge

 
• Repeat the phone number ad nauseum, as well as the address occasionally

 
• Make it sound easy to pledge

 
• Mention charge cards and other methods of payment as applicable, payroll deduction, installment plan, automatic bank withdrawal

 
• Give the membership categories

 
• Talk about member benefits as opposed to what the station needs

 
• Focus on the immediate goal

 
• And when closing, stress the sense of immediacy, "Call now." "Invest Now!"

Bridge back into regular programming

Then, always answer the following questions within the context of a pledge break:

1. Who? Who are you? (station, host, volunteer, etc.)

2. What? What do you offer? (365 days of noncommercial information and entertainment that is available nowhere else, as well as the program program guide, membership card that grants benefits at various stores, etc.)

3. Why? Why should a listener give? (commercial-free, unique service, etc.)

4. How? How much should the listener give? (state pledge categories) And how does he/she pledge? (volunteers are standing by...)

5. When? When should the listener give? (right now)