Through a multiyear, nationwide program called the Major Giving Initiative (MGI), led by CPB, two-thirds of all PBS member stations began or strengthened their major giving efforts during the past several years. Major gifts, or annual donations of $1,000 or more, are a relatively untapped opportunity for stations, but they are growing in importance.

PBS stations have invested in building up the resources necessary to seek and sustain major gifts. Station staff ensures that donors of major gifts understand that their contribution benefits not only their station or a specific program but the community as a whole. Through their articulation of the mission, vision, and values of public television, stations have increased the number of donors giving at the $1,000 or greater level and boosted their total revenue.