Tuesday, December 31, 2013
Take the pledge
It's the end of the year and I'm busy making last-minute contributions (here's to you, Alison), including paying up memberships for my local public radio and television stations. Perhaps you have the same reaction I do to the frequent pledge drives. It astonishes me how clumsy and intrusive they are, especially in the case of television. We get to see the same people say the same thing over and over and over again while rerunning the same chopped-up special programs on Victor Borge, Blenko Glass, or—worse—tawdry pitches for unreliable medical or psychological nostrums from the likes of Null, Perricone, or Dyer.
Why do supposedly smart people promote their stations by screwing them up? Why can't the crème de la crème do a minimally competent job of making pledge drives tolerable? It's agonizing how they incessantly repeat the same tired old pitches, gibber at the cameras, pan across telephone banks, and promise intermittently to return to some “special programming” that has been sliced up into bloody chunks. Herewith my modest year end's proposal for less grueling pledge drives on public television.
First of all, no chopped-up special programs. If regular programming is interrupted at all, let the specials be intact and uninterrupted. Since we've all been conditioned to deal with TV screens cluttered with those damned identification “bugs,” why not make more creative use of the video real estate. Most screens are bigger these days and readily subject to manipulation. Embed regular programming in an L-shaped frame. Use the horizontal bar of the frame to keep visible the public TV station's 800 number for pledges. Use the vertical bar for some kind of fundraising thermometer.
That's not quite enough, of course, because the usual format of a public TV pledge drive involves intermediate goals that they hector the viewers to achieve before allowing a return to actual programming. The threat of extended pledge breaks is presumably indispensable for forcing viewers to call in their pledges, but I think creative use of the fundraising thermometer could be an alternative. Set it up so that a target goal is displayed, rising incrementally throughout the pledge period. Also, however, display actual pledge receipts, letting viewers know that real programming will continue—without pledge breaks!—as long as the actual pledge level stays ahead of the rising target. In the mocked-up illustration, I've marked the supposed goal in red and the actual pledges in green. Keep the green marker above the red marker to keep the programming running and the pledge pitches shut down.
Think about it. Wouldn't the Downton Abbey aficionados call in their pledges to preserve the dowager countess from an uncouth interruption?