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GNI-INN Sponsorship Lab

Nonprofit news organizations have an enormous, largely untapped opportunity to dramatically grow their earned revenue. This was a major finding from INN’s 2020 Index, including data that shows earned revenue makes up, on average, just 11% of reporting members’ total revenue. But, as some members have proven, the potential to earn revenue from sponsorships, events and advertising is huge, with some news organizations generating as much as one-quarter or even one-half of their budgets from relationships with businesses.

Launched in 2020 with support from Google News Initiative (GNI), the GNI-INN Sponsorship Lab includes:

The Nonprofit News Guide to Earned Revenue is a playbook written 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. If that sounds like you, you’ll find a lot in here that applies to your work and your organization.

Download the GNI-INN Guide for free


How The Rivard Report Generates Three Times More Revenue than the Average Nonprofit Newsroom

The Rivard Report generates three times more revenue than the average nonprofit newsroom by bucking the typical reliance on grants and individual donations by managing to generate about one-third of its revenue from sponsorships and what it calls “business memberships.”

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How Madison365 Stays True to Its Mission While Earning More than Half Its Revenue from Businesses

Madison365 — one of only a handful nonprofit outlets dedicated to serving communities of color in the U.S. — has managed to build more than half of its revenue from event sponsorship, business membership packages and additional advertising.

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