Pledge drives are typically held two to four times annually, at calendar periods which vary depending on the scheduling designated by the local public broadcasting station.
These stations require funding in turn from listeners and viewers (as well as, if necessary, local corporate sponsors) for not only these fees, but also other daily operating costs, and stage regular pledge drives in an attempt to persuade their audiences to contribute donations.
In order to appeal to such a largely Euro-American, middle-aged and affluent demographic (the so-called "Baby Boomers" and "Generation X"), PBS has resorted to specials such as self-help programs with speakers such as Suze Orman, nostalgic popular music concerts (including T. J. Lubinsky's My Music concert series, produced specifically for pledge drive airings), and special versions of PBS' traditionally popular "how-to" programs.
[4] A retrospective on The Lawrence Welk Show was originally introduced as pledge drive material in 1987; its popularity prompted the OETA to acquire rerun rights to the series and distribute it through PBS.
Small prizes such as mugs, tote bags, various DVD sets, and books (known as "thank-you" gifts or, euphemistically, as "premiums"), as well as entries into drawings for larger awards such as trips and vehicles donated by local businesses, are also offered by many stations in return for pledging certain amounts of money.
There has also been criticism of the format depending on controversial self-help writers or lecturers not usually a part of any regular PBS member station's schedule, or if the presented program is targeted to appeal only to a wealthy and/or older demographic (as seen with Doo Wop 50) while completely ignoring the viewing needs of other audiences.