The Nonprofit News Guide to Earned Revenue is a playbook for nonprofit newsrooms who are just getting started with earned revenue programs or looking to build more than just a small percentage of recurring revenue from relationships with businesses. Published in November 2020, the guide was produced as a part of the GNI-INN Sponsorships Lab, a program that helps nonprofit news outlets increase revenue from earned sources (sponsorship and advertising).

In this guide, you’ll find resources and advice on:

• Setting up your basic operations, including how to determine earned revenue strategy and goals, defining your ethical practices, understanding the tax implications of earned revenue, hiring and staffing, and finding the optimal mix of technology and tools.
• Establishing business tactics and processes, including how to get the pricing right, prospecting for new clients, consultative selling and executing on a sale.
• Selling and strategizing across platforms, including guidance on sponsorships for events, display advertising, sponsored content, podcasts and email newsletters.