Each philanthropic cause has its own special challenges. Here we talk to fundraising pros for a behind-the-scenes look at a variety of missions and organizations.

By Margaret Battistelli Gardner

Local promotion and fundraising have evolved into PTV’s primary source of revenue. According to the Corporation for Public Broadcasting, the federally chartered group designed to distribute government funds, local fundraising makes up 49 percent of the average station’s budget.

Nationally, the future of public television will be driven by political and technological events that the industry is only partly able to control. For local stations, the future remains in the hands of generous viewers and businesses who tune in for programming that’s just a bit different from anything else they can see on television.

Tom Hurley is president of the not-for-profit division of DMW, a full-service direct-response advertising agency with offices in Wayne, Pa., St. Louis and Plymouth, Mass. Contact: 774.773.1200 or thurley@dmwdirect.com.