October 31, 2024

NewsMatch, the annual fundraising campaign spearheaded by the Institute for Nonprofit News (INN), begins on Nov. 1 with a record amount of funds pledged to bolster local support for independent journalism. Initially inspired by an uptick in donations to nonprofit news organizations after the 2016 election raised concerns about misinformation, NewsMatch continues to play a vital role in supporting nonpartisan reporting for communities nationwide in this critical election year.

Eighteen national and regional funders have pledged $7.5 million to NewsMatch, the largest grassroots fundraising campaign to support nonprofit news in the U.S. Since 2017, participating news organizations in the INN Network have leveraged $31 million in NewsMatch funding to help generate nearly $300 million in support from their communities. All of these newsrooms have met INN’s membership standards for financial transparency, editorial independence, and original public service reporting. Not every nonprofit news outlet meets those standards and is able to become an INN member.

NewsMatch presents an opportunity for funders to provide matching gifts to hundreds of newsrooms across the INN Network or to partner with INN in creating funds that support independent journalism in particular states or regions or on particular topics. This year, these opportunities include a fund that supports newsrooms led by and serving communities of color, a newly launched fund to support rural newsrooms, as well as a variety of statewide and local funds. 

The McKnight Foundation, a first-time NewsMatch funder, created a dedicated fund to support Minnesota-based newsrooms. McKnight is among the NewsMatch funders investing this year as part of their commitment to the Press Forward initiative, which launched in 2023 to strengthen communities by reinvigorating local news. 

“The McKnight Foundation is excited to support NewsMatch in Minnesota this year as a proven way to build a more collaborative, resilient nonprofit news sector,” said Tim Murphy, a program officer for the McKnight Foundation. “We know the civic health of our communities depends on access to reliable, truthful information, and INN has been a key part of this movement to bolster access to local news.” 

Through NewsMatch, participating news organizations reach out to their audiences and communities between November 1 and December 31 to attract donations that make them eligible for matching funds from NewsMatch. All funds raised go toward general operating support.

The unrestricted support provided through NewsMatch is an important way for newsrooms to bolster a broad range of coverage, allowing them to focus on whatever is important to their communities. For example, each week in Minneapolis, MinnPost publishes a story on mental health and addiction from award-winning journalist Andy Steiner, covering more ground on that topic than any other news organization in Minnesota.

Besides matching funds, NewsMatch also provides news organizations with training and tools to boost their fundraising capacity. This ranges from expertly designed email templates and website optimization tips to services that help participating newsrooms identify potential major donors – building on each year’s success to help each organization become more sustainable.  

“NewsMatch is a conversation between newsrooms and their communities,” said Karen Rundlet, Executive Director and CEO of the Institute for Nonprofit News. “Conversations that begin with NewsMatch often turn into long-lasting relationships, where residents, local businesses and regional foundations decide to invest in the sustainability of the news they need.”

This year, 391 news organizations plan to participate in NewsMatch — 14% more than in 2023. These outlets represent most U.S. states and territories and often cover historically marginalized communities; 23% (90 outlets) indicated that people of color comprise a majority of their audience or that their organizations spend a majority of their resources producing news reports for people of color; a quarter (98) indicated their organizations are led by people of color.  

During this critical election year, NewsMatch participants are producing resources that empower voters to better understand what’s at stake for them and their communities. 

In Egg Harbor, Wisconsin, Door County Knock released a story highlighting how local election processes and infrastructure should inspire confidence in local voters, despite clerks and election officials facing challenges ahead of Election Day. Michigan-based NowKalamazoo compiled a step-by-step guide to help readers understand who is funding local election campaigns and how they’re spending contributions. The Current in Savannah, Georgia, published a resource page to help Coastal Georgia voters make informed decisions, including links to nonpartisan election reporting and access to tools that readers can use to conduct research. 

The 2024 NewsMatch campaign is supported by the following funders: Democracy Fund, Heising-Simons Foundation, Henry Luce Foundation, Inasmuch Foundation, John D. and Catherine T. MacArthur Foundation, John S. and James L. Knight Foundation, Jonathan Logan Family Foundation, Joyce Foundation, Kaphan Foundation, Loud Hound, McKnight Foundation, The Schwab Charitable Fund, made possible by the generosity of the Present Progressive Fund, Solidarity Giving, Tow Foundation, Walton Family Foundation, William and Flora Hewlett Foundation, Wyncote Foundation. In-kind support is provided by The New York Times. The collaborative fund is held by The Miami Foundation, and campaign support is provided by News Revenue Hub. 

More information about NewsMatch, including a recent briefing on how the program works, is available online in the Press Room. To find and donate to a newsroom covering a particular geographic area or topic of interest, visit findyournews.org/newsmatch.