The Lenfest Institute for Journalism is the first-of-its-kind organization whose sole mission is to develop and support sustainable business models for great local journalism. The Institute is working to transform the news industry in the digital age to ensure that high quality local journalism remains a cornerstone of our democracy. Through grant-making and program activities, the Institute provides both financial resources and hands-on expertise to individuals and organizations seeking to help invent the future of sustainable local journalism.
Many journalists, editors, and writers have moved to a fundraising role and are new to the field. As a result, making the case for philanthropy in news can be a challenge. The News Philanthropy Network (NPN) asked S&W to conduct a Major Gift Training for a select cohort of news fundraisers.
S&W conducted a Pre-Workshop Survey to garner data and insights about the size and scope of each organization, skillsets, and areas of need. Using those results, we designed a customized eight-week training series that culminated in a Post-Workshop Survey to measure results.
Our training program included 60 participants from news organizations across the United States and 5 other countries. According to our results, more than 85% of participants felt more prepared to solicit their next major gift following the training. Additionally, 100% of participants said they would recommend the training.
Fundraising in journalism is a relatively new and growing sector as so many news sources have moved to a different revenue model in the past two decades, relying less on advertising and more on private funding.
Even for those very well-established fundraisers, making the case for philanthropy in news can be a challenge. Should news be privately funded? What is the impact of a donation?
S&W conducted a Major Gift Training for a select cohort of news fundraisers. Following the initial cohort, NPN requested an additional two trainings. We conducted a Pre-Workshop Survey to garner data and insights about the size and scope of each organization, skillsets, and areas of need. We designed an eight-week training series comprised of four two-hour workshops, with a Post-Workshop Survey to measure results, on the following topics:
- Case for Support & Culture of Philanthropy
- Data Analytics and Management
- Major Gift Cycle
- Major Gift Solicitation