Learning & Training

A warm welcome from INN's Chief Knowledge Officer Fran Scarlett.

Greetings, INN members!

Below is the initial training calendar for 2019. Save the dates. In many cases you can go ahead and register now.

As events are added through the year, you will receive notice on the INN listserv and in the weekly INNovation newsletter. You also can find upcoming events on the INN.org events calendar.

Our 2019 training focuses on audience development, nonprofit management including legal needs, and sustainability/revenue generation.

We segment our training to meet the diverse needs of the 200-member network: single-topic webinars that have appeal to the broad network, skill-building series where participants, over a course of 4-6 online workshops, gain deeper understanding of a specific business function. Lastly, we offer intensive small group coaching where 6-8 members, through significant investment of time and with the support of a subject matter expert or coach, accelerate their knowledge and apply that learning to achieve a significant organization goal. Event descriptions indicate when training targets startups, established newsrooms, or other levels of expertise or development.

In 2019, for audience development, email newsletters take center stage early in the year. INN is offering two modular series on email newsletters as a strategic tool to grow audience and support. You can take either series or sign up for individual modules within it. We also will be developing added audience development resources throughout the year.

In nonprofit management, we address challenges to maintaining tax exempt status as a nonprofit news organization and how to manage talent to achieve organizational goals. Succession planning is a part of the lineup for founders looking to transition and leave their legacy. In revenue generation, due to great success of the first cohort, we will offer the major gifts coaching program for those looking to build a program. We anticipate a peer group master class for those with a well-established program. We’ve also brought back the sales skills coaching series.

The calendar notes the dates and locations for our in-person trainings, INN Days in June as well as the INN Business Intensive in September. This year we will do a call for proposals for sessions at INN Days or webinars. We offer stipends (plus loads of accolades) to workshop/webinar presenters. Stay tuned.

The training schedule slows down during the summer months to accommodate the weekly trainings for NewsMatch year-end fundraising.

Notably, we kick off the training year on January 23 with a webinar highly relevant to all journalists - from our partners at RCFP, an update on the rights and responsibilities of reporters in the current political climate.

Have a need or suggestion not reflected here? Email suggestions, requests and proposals to lead training to Fran@INN.org.

I look forward to seeing each and every one of you online or in person in 2019.

Fran Scarlett
INN's Chief Knowledge Officer





Masterful Management: tools for making management less painful
A simple definition of leadership is the art of motivating a group of people to act towards achieving a common goal. Yet there are specific skills and techniques that leaders can utilize to help ensure that they are successful in achieving the organization's goals while cultivating a productive and positive work culture. This series of webinars will provide practical tips and tools that you can implement right away. Register for the series or for individual sessions.
DATE: Series begins Tuesday, March 5
INN Member: $40 for the series or $15 per individual workshop
Non-member: $75 for the series or $25 per individual workshop

Email Newsletters: strategies and tactics to grow your audience
Ramp-Up Track
This series of workshops is geared to newsrooms that are recent startups, just launching email newsletters or those who may need to refresh their existing newsletter—though individual workshops may be useful to newsrooms that have established email newsletters but need to fill a gap or strengthen one aspect. These segments provide a basic toolkit for starting, ramping up newsletters and promoting them. Startups will learn why an email newsletter may be the first step, even before a web site. Topics include: content strategy for key audiences, content/production workflow, editorial best practices plus implementing templates and analytics. It also covers developing a frequency and cadence that is sustainable for a small news operation and what makes a must-read newsletter.

  • Strategy - how to set audience goals and identify content strategy for key audiences
  • Launching a Minimum Viable Newsletter and how you can publish one in just 90 minutes per issue
  • Content/Production workflow - finding a frequency and cadence that is sustainable
  • Capture and Convert basics - manual and automated options
  • Templates - how to make open source templates your own
  • Editorial - what makes a must-read newsletter?
  • Basic analytics - what to measure in 15 minutes per week

DATES: Series begins Wednesday, Feb. 20.
OTHER DATES: April 17, May 1, May 15, May 22
INN Member: No cost
Non-member: $100 for the series or $25 per individual workshop
Register by clicking a link above


Email Newsletters: strategies and tactics to grow your audience
Sustaining and Growing Track
These workshops are geared to news sites that already have newsletters and want to develop them further, either making them a more central product and marketing tool or rethinking their strategic use. This also is for those who have newsletters but aren’t getting the results they had hoped for.  These sessions will cover a range of best practices, plus offer better headline writing, writing for mobile and more advanced analytics.

Topics include:

  • Newsletters as a core product, not an afterthought
  • Capture and Convert Intermediate - driving donors and members
  • Templates - avoiding spam and other editorial newsletter booby traps
  • Benchmarking your analytics - Shorenstein Benchmarking tool

DATES: May 1, May 15, May 22
INN Member: Free for INN members
Non-member: $100 for the series or $25 per individual workshop



Emerging Leaders, peer groups and specialized training: June 11
INN Days, June 12 and 13
Houston, TX (In conjunction with IRE, June 13-15)
Visit inn.org/inn-days/ to learn more and register.

INN Business Intensive, Sept. 10,
New Orleans, LA (leading into ONA)



INN Sessions for Start-Ups>> Starting a nonprofit news organization may seem overwhelming, but it doesn’t need to be! INN Members can get their questions answered by INN’s CEO Sue Cross and INN’s Director of Programs & Services Fran Scarlett during INN Sessions for Start-Ups each month by registering here.

Guide>> Coming Soon!


Get the 4-1-1 on the basics of nonprofit-news entrepreneurship. INN’s overview includes must-read management and infrastructure issues.

Go to Main Guide>> Key topics: Starting UpStaffing & ManagementTraining & Professional Development


Access how-to resources on a wide variety of revenue streams for news nonprofits, and advice on developing capacity and strategies for fund development.

Go to Main Guide>> Key topics: Foundations and GrantseekingMobile GivingIndividual GivingOther Revenue Sources


Need some legal guidance? Learn how to reduce legal liability by developing website and ethical policies, and contracts for freelancers and third parties. Our guide includes sample policies and contracts.

Go to Main Guide>> Key topics: Website and Ethical Policies ContractsTypes of Risk


The INN Outreach and Marketing Guide provides an overview and in-depth resources for developing the nonprofit news audience, and connecting with individuals and communities that value nonprofit news.

Go to Guide>> Key topics: Promotional Tools: Social Media, Advertising and Google NewsMetrics and AnalyticsCommunity and Audience Development

Virtual Events>> To help nonprofit news organizations make the most of News Match, INN and the News Revenue Hub created a series of training webinars. These trainings take you through building your email list, creating your campaign calendar, planning your engagement strategy and much more. Resources from all the trainings are available to review and download.
Social Media Training>> The Center for Cooperative Media, as part of its Knight-funded program focused on social media, is continuing to update collaborativejournalism.org/socialmedia with training offers and resources. Just enter password INNLION to access. INN Members can take advantage of these great resources.


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