Here’s why donors won’t let you forget about freebies.

By Paul Barbagallo

Vallejo observed firsthand how PBS stations across the country morphed into “transaction-oriented” organizations.

“Trying to write renewal appeals to donors acquired during a pledge drive — without offering some sort of a second gift — is very difficult,” Vallejo notes. “Renewal rates are often quite low because [PBS] just can’t convert these ‘transactional’ people into committed givers.”