Affiliates seek to avoid funding drop after big NPR gift.

The bequest of more than $200 million to National Public Radio by philanthropist Joan B. Kroc, who died last month, was a huge shot in the arm for public broadcasting.

But because most of the money was designated for the non-profit membership organization's Endowment Fund for Excellence it will not flow directly to any of its member stations, including KCRW-FM (89.9) and KPCC-FM (89.3), leaving NPR and its affiliates fighting the perception that they are suddenly rolling in cash.

It's a misconception that could discourage local giving that the stations still depend on.

"We're very happy for NPR, but in the short-term it doesn't help us one iota," said Bill Davis, president of Southern California Public Radio, the managing entity of Pasadena-based KPCC. "In fact, our program fees are going up 15 percent this year."

Both KCRW and KPCC responded quickly after a Los Angeles Times story about the Kroc gift implied that public stations would no longer need to hold fund-raising drives (it was later corrected).

E-mails were sent to station members indicating that their support was still needed. The timing was especially worrisome because KPCC's fall fund drive began last Wednesday. "A significant number of listeners don't distinguish between NPR in Washington, D.C. and KPCC in Pasadena," Davis said.

Ruth Seymour, general manager of KCRW, said the Times story prompted KCRW to run spots acknowledging the Kroc gift while reminding listeners that the Santa Monica station doesn't benefit directly.

"It's fabulous, but it will have no effect on local stations," she said. "God willing, they will put some aside for a contingency fund in the event of a sudden crisis like the Iraq War, which is very expensive for stations like ours."

Large, well-publicized gifts can run the risk of complicating fundraising, a fact familiar to other large L.A. institutions. They include David Geffen's $200 million gift last year to the UCLA School of Medicine; Eli Broad's $60 million pledge to the Los Angeles County of Museum of Art; and Haim Saban's gift of $100 million to various health and education organizations, including Childrens Hospital Los Angeles.

"At the time a major gift is announced there is potentially a fall-off in annual support," said Michelle Rosenthal, executive director of development at USC's Annenberg School for Communication, which last year received its second $100 million gift in a decade from the Annenberg Foundation. "There is a continuous effort to help people understand what these gifts are about."

Still, Rosenthal said large windfalls could spur new donors to come forward and encourage existing donors to give more.

Seymour said she would be pleased if the Kroc girl served as an inspiration. "I think it's a marvelous thing even if it causes us some grief," she said. "Hopefully it will put a lot of the millionaires who donate $100 a year to KCRW in a mind to feel more generous."

Davis said slightly more than half of the station's $7.9 million budget this year will come directly from listeners, and the station aims to raise $1.3 million in its current fund drive. The remainder of the budget comes from grants, major gifts and underwriting trade, the practice of mentioning sponsors names on the air.

NPR member stations pay NPR for programs like "Morning Edition" and "All Things Considered." The fees are tied to listenership, so the larger KCRW will pay $1.1 million to NPR this year while KPCC will pay about $500,000.

Those fees won't be affected by the Kroc donation, but local stations, like all NPR affiliates, will presumably benefit through new and improved programming.