NEW YORK — Like many nonprofit groups around the country that depend on public support, Los Angeles' television station KCET-TV has found itself facing a significant financial setback after the Sept. 11 terrorist attacks.
A special appeal in November, on the air and on the Internet, helped alleviate some of the $1-million shortfall. But KCET, like other Public Broadcasting Service stations, is counting more than ever on a successful December pledge drive, with special programs from "A Musical Christmas From the Vatican" to Bill Moyers' 1995 celebration of the hymn "Amazing Grace" and on-air pitches that viewers either love or hate.
"A good December drive will be crucial for us," said Al Jerome, KCET president and chief executive.
Some stations have started earlier, but the December pledge period officially begins today and runs through Dec. 9; KCET will extend its through Dec. 16. Last year, public stations around the country took in $33 million during December, one of three pledge periods during the year; the others are in March and August. The year's end is traditionally a key giving period for most nonprofits, as donors are often feeling more generous in the spirit of the holidays and also evaluating how contributions can offset their tax liabilities.
Compared with more predictable direct-mail solicitations, pledge drives are the "great unknown for us. It's the most volatile and unpredictable part of our fund-raising," said Robert Altman, PBS' senior vice president of development. "And given the overall uncertainty of our environment now, the uncertainty is greater than ever."
Indeed, public stations were already grappling with the slowing economy before the terrorist attacks. At many stations, including KCET, corporate underwriters have cut way back on funding.
Contributions from the public, however, have been fluctuating: PBS stations across the country raised just $52 million in the March drive this year, down 4% from a year earlier, but August contributions soared to $31 million, a 26% increase from August 2000. The August and December drives are generally nine days long, while March's lasts 16 days.
Locally, KCET, whose 2002 fiscal year operating budget is $48.98 million, raised $1.3 million in August, a healthy jump from just over $900,000 a year earlier and more than the $800,000 it had anticipated. Its goal for the current drive is $1.4 million, compared with the $1.5 million it raised last December.
