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NewsMatch is a collective fundraising campaign that leverages the support of matching gifts to build a groundswell of individual support.

Since 2016, INN members have raised more than $150 million from 2.3 million individual donors during the NewsMatch matching-gift campaign. This initiative is one of the most ambitious collaborative fundraising campaigns in the field of journalism, raising more than $21 million in pooled matching funds from 17 national and more than 300 local funders. 

NewsMatch’s long-term vision is to ensure relevant and reliable news for every community across the U.S. by strengthening the financial sustainability of nonprofit news outlets that serve them.

NewsMatch has four intersecting strategic priorities to achieve this goal:

  1. Dramatically increase the number of people that support nonprofit journalism
  2. Grow local and regional investments from large donors and philanthropic institutions
  3. Develop and strengthen sustainable fundraising capabilities within newsrooms
  4. Increase awareness and public support for nonprofit journalism.
The 2020 NewsMatch campaign video

How NewsMatch Works

NewsMatch is a national matching-gift campaign designed to strengthen the fundraising capacity of nonprofit newsrooms and promote giving to journalism in the U.S. The program centers on a collaborative fundraising model that leverages the support of multiple community stakeholders to increase dollars raised by nonprofit newsrooms year over year.

Program Pillars

How to participate? NewsMatch is open to nonprofit news organizations active members of the Institute for Nonprofit News (INN). The deadline to apply for INN membership in time to apply for NewsMatch 2021 is June 30, 2021. Explore INN membership →

NewsMatch 2021

As we embark upon the sixth year of the program in 2021, INN is taking a moment to reflect on the program’s challenges and opportunities. How might we evolve NewsMatch to strengthen long-term fundraising capabilities in the nonprofit news field?

Each survey entry, focus group, personal email, and one-on-one conversation with INN members about this topic have been invaluable to us — helping to identify the existing impact of NewsMatch and ways the program design can be strengthened. 

As a result, here is a summary of key NewsMatch 2021 guidelines and offerings:

Both active, prospective, and pending INN members must apply to participate in NewsMatch 2021 by the application deadline. The NewsMatch application window will open in June 2021. Please subscribe to INN’s INNovation newsletter to notify the NewsMatch application process and the deadline when announced.

For additional questions about NewsMatch 2021, please check out our FAQs.


To learn more, contact

Make a donation to the next NewsMatch fund at

Program Impact

During NewsMatch’s 2020 year-end matching gift campaign, national foundations, community foundations, corporate partners, small businesses, and hundreds of thousands of individuals came together to make a large-scale investment in local and investigative news. Through NewsMatch, 260 nonprofit newsrooms leveraged $6.7 million in match funds to generate more than $47 million from 434,000 individual donors during the final two months of 2020.

This record-breaking investment came when communities across the country were impacted by the health and economic effects of COVID and a highly polarized election season. Nonprofit newsrooms responded by delivering fact-based news, increasing information access to vulnerable populations, and bringing communities together to foster civic engagement and hold power to account.

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