“What are some unique innovations that nonprofit news could export to the greater nonprofit sector?” Tristan Loper, who runs national programs at the Lenfest Institute for Journalism, asked that question on LinkedIn last week.
I love this question. It’s the theme of a poster session I successfully pitched to Comnet 2024 back in April.
This question matters nonprofits are facing existential crises and threats.
There are (literally) millions of nonprofit organizations in the US. It’s pointless to speak of nonprofits as a single entity; the sector contains multitudes.
But a comparison with the news sector is apt. News organizations (nonprofit and other) faced existential threats 20 years ago. Many closed. Many are still closing. But the sector has evolved and is clawing its way back as nonprofit, member-driven news organizations, creator journalism, newsletters, podcasts and more find their way to people’s screens, inboxes and headphones.
5 Lessons for Nonprofits
Here's the gist of my current thinking on what nonprofits can learn from news organizations.
Turn to community.
Today’s news organizations don’t just engage the community. They’re part of it. They act on the needs of the community, actively help, and listen. Take seriously membership, it’s revenue, it’s ideas and participation.
Completely rethink measurement.
Old metrics (things like ad sales, subscriptions, print runs, even pageviews) died so success needed to be measured in new ways so that meaningful programs could be built. Nonprofits measure pageviews, email addresses on a list and message clicks - all largely useless metrics if nonprofits care about impact or their own sustainability.
Be a sponge.
Those who lasted (or grew from nothing) have been willing to learn from other fields, change models and test. The nonprofit sector often resists absorption. ;-)
Take revenue diversity seriously.
In the past many news organizations relied on a single source. This is true for many/most nonprofits now. Use all the above to build or revive membership programs, find and reach new audiences, improve supporter loyalty, and develop revenue programs that work for you and your community. All of which are practices news organizations have been taking seriously in recent years.
Support infrastructure for communications, development and leadership training.
I see news sector foundations, donors and intermediaries investing in the capacity building needed to grow reader revenue, membership, and the leadership skills needed to meld together journalism, innovation and testing. Under investment in mentorship, capacity building and training by the broader nonprofit sector drives out diverse ideas, stymies innovation and drives out people career growth.
What would you add to this list?
Reading Material
Community news power pack! Check out the Civic Media Playbook from Listening Post Collective.
The International Press Institute is looking for consultants to support its Media Innovation and Sustainability program. Maybe that's you?
The eternal story...you can take membership seriously or be at the mercy of foundations. [Robert Kuttner, The American Prospect]
Who can blame them, really? Gen Z doesn't think much about government and politics. Gen Z men don't think about them at all. [The Guardian]
But if you political types want to reach Gen Z you might consider working with creators. Ryan Davis offers up five tips for working with creators on GOTV. [People First]
Charitable donations continue to fall in the US. Maybe we're just a bunch of meanies. Or, ponders Swati Sharma at Vox, we may have lousy generosity metrics.
Future Community Jobs
New roles spotted the last couple days. And check out the full list. Hit reply if you have a question or role to share.
Climate and Health Manager and Digital Strategist : Climate Advocacy Lab [Remote in the US]
Producer : City Cast Austin [Austin, TX]
Director of Communications : New Lines Institute [Washington, DC]
Communications Director : Grassroots Global Justice Alliance [Remote in the US]
Communications Associate : Appalachian Voices [Remote]
Senior Organizer : New Yorkers United for Childcare [New York City]
Advocacy Strategist : Center for Gender and Refugee Studies [Remote/Hybrid in California]
Senior Research Associate, Climate + Energy : Sightline Institute [Remote in Western US or Canada]
Chief Administrative Officer and Chief Technology Officer : Working America [Washington, DC]
Senior Director, Principal and Major Gifts : Julliard School [New York City]
Director, Engagement : Every Mother Counts [New York City]
Producer, AKA Storytelling Institute : University of the Arts London [Hybrid in London/Holborn]
Top photo by Peter Lawrence.
This is the end. Thanks for reading.
Questions? Suggestions? Ideas? Hit reply and send me a message.
