Background:

PBS stations depend on viewer support for their existence.  While most new members join during on-air pledge shows, some stations' most loyal members have come from direct mail acquisition and reacquisition of lapsed members.

The approach:

WLIW21's long-standing control package was a member card package.  (The control of many other PBS stations is a member card package as well.)  For this reason, we developed a new member card package -- but with improvements over previous packages.   For one thing, we included a very cost-effective magnet freemium outlining programming for each night of the week to remind people to check out WLIW21 the next time they feel there's nothing worth watching on TV.

From the letter:

If you believe that it's important to have an independent and free source of television that is uninterrupted by commercials, safe for children, and designed to spark our imaginations and enrich our lives, please give WLIW21 a financial vote of support with a contribution today.

Joining WLIW21 is just $60 a year ....  But truly, any contribution, in any amount, tells us that you approve of thought-provoking, mind-engaging, entertaining television.  Won't you do your part for public television and make a generous donation today?

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