" The goal is to emulate what I call the “NPR model.” NPR provides great content 365 days a year. Every few months, NPR runs a pledge drive to raise money. The reason NPR can run pledge drives is that it provides such great value. Your goal is to earn the privilege to run your own “pledge drive.” A “pledge drive” in this context is a promotion for your organization, product, or service. If you are familiar with American radio or TV networks, the question is, Do you want to be NPR or QVC? "

― Guy Kawasaki , The Art of Social Media: Power Tips for Power Users