Since 2022, hundreds of news outlets have taken part in U.S. Democracy Day, a nonpartisan collaborative project to improve news coverage of threats to the U.S. system of government. This year, the Institute for Nonprofit News worked with the Center for Cooperative Media to offer nonprofit news organizations participating in the effort an extra incentive: a fundraising match.
Conceived of as an experiment to explore variations on the annual year-end NewsMatch fundraising campaign that INN coordinates, this initiative offered INN members that were signed up to participate in Democracy Day 2024 a $500 match from NewsMatch to spark community support for quality news. Participants also received a campaign toolkit, which included professional graphics and sample email content to support their efforts.
On Sept. 15, 2024, the 47 participating INN newsrooms generated more than $57,000 in individual donations from more than 800 unique donors, a third of whom gave for the first time. Five of those newsrooms secured more than $10,000 in additional matching funds to support their campaigns.
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