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Broadcasting a Plea for Big Gifts
Television stations overhaul approach they use to raise moneyBy Leah Kerkman
William and Delia Purdy had been giving to KCTS, their public-television station in Seattle, for more than 20 years when they decided to make a fivefold increase in the amount they give annually.
Until two years ago, the couple gave $250 to $500 annually in response to on-air pledge...