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A station is pitching a dollar for dollar match from Joe Smith (name has been changed for this story). The announcers are talking about how generous Joe is, how he loves the station, and how he wants you (the listener) to enjoy the classical music he enjoys. He will part with some of his money as a way of encouraging you to pledge now.
About 20 minutes into the hour, someone hands the announcers a corrected script. It reads, "this match is being offered in memory of Joe Smith."