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

Individual stations, which are responsible for their own funding, are coming up with new ways to make a splash among viewers. Kelly McCullough, director of marketing and development at Arizona State University’s KAET, for example, sees the future of public television tied to bonds with other local nonprofit organizations.