Nonprofit sites that distribute news directly to consumers are most likely to rely on reader revenue, which can come from individual donors, membership and subscriptions. Reporting services that distribute more through other publications or broadcasters that already have built an audience may rely more on syndication fees and training and professional services. Both types of nonprofit news organizations also may get revenue from foundations and grants, events, major gifts and advertising and sponsorships.
The INN Index 2018, based on surveys of 88 news organizations and data from the full INN membership, found a majority have more than two revenue streams. Total revenue came 57% from foundations, 33% from individual giving, including memberships, 3% from events and 3% from ads and sponsorships. Local and state organizations received significantly more individual donations than others. Regional, national and global organizations tend to get more foundation funding.
We introduced the eight revenue models in our Startup Guide, along with an overview:
How Will You Earn Revenue. Another overview is in an hourlong video, INN Town Hall (February 2019).
Foundations and Grants
- Getting a Grant: How, Where and Why to Apply for Journalism Funding (News Media Alliance, 2020)
- 15 Tips on How to Prepare a Grant Proposal for a Journalism Project (From Startup Guide, 2015)
- Unlocking the Secrets to Foundation Funding (Local News Lab, 2014)
- Media Impact Funders (The Knowledge Network for Media Funders, maintains a searchable database)
- Unlocking the Secrets to Foundation Funding (Local News Lab blog, 2014)
- In the Covid-19 Crisis, Philanthropy’s Investment in Local News Pays Off (The Chronicle of Philanthropy, 2020)
- Racial Equity and Philanthropy: Disparities in Funding for Leaders of Color Leave Impact on the Table (The Bridgespan Group, 2020)
- Overcoming the Racial Bias in Philanthropic Funding (Stanford Social Innovation Review, 2020)
Major Gifts
- Major Gift Officers: Do the ‘Impossible’ (Nonprofit Pro blog, 2018)
- The Major Gift Ask: Secret to Success (Nonprofit Pro blog, 2018)
- Major Gifts Coaching Session (Diane Remin via INN, 2018)
- How Do You Engage Major Donors During a Crisis? (INN webinar, 2020)
Individual Small Donors, Reader Revenue and Membership
- Primer and multiple training courses: Consumer Revenue (Better News from American Press Institute, 2017-present)
- Resources and readings for launching membership, compiled by the Membership Puzzle Project (2017-2020). The Membership Launch Handbook; What to Know When Choosing Your Membership Tech Stack
- More Than 240,000 People Donated to Nonprofit Newsrooms via NewsMatch in 2018 (Nieman Lab)
- Converting One-time Donors to Sustaining Members (Christina Shih, News Revenue Hub, via INN, 2018 video)
- Members and Supporters Should Donate Monthly by Default (2019, INN)
- Tools and Platforms for Maintaining Donors, Members and Subscribers
Digital Pay-Meter Playbook (A Shorenstein Center and Lenfest Institute White Paper on paywalls, 2019)
Smart Investments in Paid Lead Acquisition to Grow Membership (Membership Puzzle Project, 2019)
How News Startups Can Convert Readers to Members (2013)
For Crowdfunding Success, ‘Simplicity and Specificity’ Is King (2015)
Is Crowdfunding Adding a Twist to the Newsroom Relationship with its Backers? (2014) - Case Studies
What PolitiFact Learned about Making Money and Earning Trust (Medium, 2019)
How Asking for Just $1 Can Accelerate Funding for Local Nonprofit News (Knight Foundation blog, 2015)
Texas Tribune Jumps on Beacon to Crowdfund ‘The Shale Life’ Project (2014)
Sponsorships
- How to Qualify Underwriting Prospects to Lead to More Sales (Greater Public, 2018)
Advertising
- Advertising Policies
- INN Member Advertising Rate Sheet Examples
- Native Advertising / Sponsored Content
4 Steps to Bring Ethical Clarity to Native Advertising (Nieman Foundation, 2018)
Linked In’s Tips and Best Practices Guide
Native Advertising: a Guide for Businesses (FTC, 2015)
The Content Marketer’s Guide to Native Advertising (Media Shower, 2016)
4 Ways to Create Powerful Branded Content (HubSpot, 2017)
How Nonprofit News Outlets Approach Native Advertising (NewsBiz blog, 2014)
Events
- Events (From Startup Guide)
Training/Professional Services
- Work for Hire and Syndication Fees
For Florida News Nonprofit, Data Journalism Pays Bills (2013 case study)
Syndication Is Paying Off for the Nonprofit Center for Investigative Reporting (Knight Foundation blog, 2013)
Other Revenue Generation Information
- Research Is a Key First Step in Fundraising (2015)
- Seeking Sustainability: Presentation on Entrepreneurialism and Venture Mindset and Presentation on Engagement and Community-Building (2010 videos from the Knight Foundation on Vimeo)