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Leverage matching gifts to attract individual donations to your news outlet

NewsMatch is a collective fundraising campaign that leverages the support of matching gifts to build a groundswell of individual support.

Since 2016, INN members have raised more than $150 million from individual donors during the NewsMatch matching-gift campaign. This initiative is one of the most ambitious collaborative fundraising campaigns in the field of journalism, raising more than $21 million in pooled matching funds from 17 national and more than 300 local funders. 

NewsMatch’s long-term vision is to ensure relevant and reliable news for every community across the U.S. by transforming how communities support the journalism that serves them.

NewsMatch has four intersecting strategic priorities to achieve this goal:

  1. Dramatically increase the number of people that support nonprofit journalism
  2. Grow local and regional investments from large donors and philanthropic institutions
  3. Develop and strengthen sustainable fundraising capabilities within newsrooms
  4. Increase awareness and public support for nonprofit journalism.
The 2020 NewsMatch campaign video

How NewsMatch Works

NewsMatch is a national matching-gift campaign designed to strengthen the fundraising capacity of nonprofit newsrooms and promote giving to journalism in the U.S. The program centers on a collaborative fundraising model that leverages the support of multiple community stakeholders to increase dollars raised by nonprofit newsrooms year over year.

Program Pillars

How to participate? NewsMatch is open to nonprofit news organizations active members of the Institute for Nonprofit News (INN). The deadline to participate in NewsMatch 2021 has closed, but we encourage all interested newsrooms to explore INN membership.

Program Impact

During NewsMatch’s 2020 year-end matching gift campaign, national foundations, community foundations, corporate partners, small businesses, and hundreds of thousands of individuals came together to make a large-scale investment in local and investigative news. Through NewsMatch, 260 nonprofit newsrooms leveraged $6.7 million in match funds to generate more than $47 million from 434,000 individual donors during the final two months of 2020.

This record-breaking investment came when communities across the country were impacted by the health and economic effects of COVID and a highly polarized election season. Nonprofit newsrooms responded by delivering fact-based news, increasing information access to vulnerable populations, and bringing communities together to foster civic engagement and hold power to account.

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