Increasing membership and soliciting donations used to be no easy task for WCTE Upper Cumberland PBS. The Tennessee-based television station had on-air pledge drives and used a database and GiftWorks donor management software. But its IT systems were not integrated, and many processes required staffers to key in information.

“Our membership manager would generate and print letters, hand-fold them, and send them out,” says Avery Hutchins, WCTE’s director of development and marketing....


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