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News Giving Roadmap

The first of its kind for nonprofit news: INN’s News Giving Roadmap expands the capacity of our members to build sustainable revenue from individual donors — with an anticipated 30% increase in total giving.

Why Individual Giving?

Individual giving is a huge growth opportunity for nonprofit news. Nationally, 69% of all charitable giving comes from individual donors (Giving USA 2020). But in the nonprofit news field, individual giving is just 35% of total revenue (INN Index 2020).

The big challenge for nonprofit news organizations — many of them small and/or relatively young — is knowing what to prioritize when it comes to engaging with individual donors, and what tools to use. The News Giving Roadmap is a unique program that helps executive directors, board members, and development staff / consultants assess their particular situation and create actionable revenue plans.

How it Works

Whether your organization is a startup newsroom or a long-running publication, there is an opportunity for all INN members to increase fundraising success with the News Giving Roadmap. Program activities include individualized assessments, coaching, peer groups, tools and shared services to guide nonprofit news organizations toward sustainable fundraising efforts.

Startup newsrooms: Access sample fundraising plans, learn how to build a case for support and get smart about donor policies.

Growing organizations: Explore how to increase board engagement, find out why you need a stewardship plan and start customizing your customer relationship management (CRM) system.

Publishers with fundraising success: Leverage your donors and find new ones with prospect research, donor profiles and coaching that shows you how to solicit and get major gifts.

Want to learn more? Watch Jeffrey Woolverton talk about the Roadmap process, its importance and more in this short video.

Getting Started

To begin the News Giving Roadmap program, each organization begins with an intake form that identifies the unique strengths and challenges of their fundraising programs. Once we receive your information, we’ll create an action plan with access to our library of fundraising tools and resources.

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Jeffrey Woolverton, Network Philanthropy Director

Jeffrey Woolverton leads INN’s Major Gifts initiative to transform fundraising capacity and increase major gifts across the INN network of more than 300 nonprofit news organizations.

Our Partners

Funding for the News Giving Roadmap is provided by the generous support of John S. and James L. Knight Foundation and Park Foundation. INN is an approved provider for CFRE continuing education points.

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