Contact: Frank Mungeam, LMA chief innovation officer,; Lindsey Estes, LMA director of strategic initiatives and member services

(July 16, 2021) — Local Media Association invites all local news outlets to join the second cohort of LMA’s Lab for Journalism Funding, to learn how to develop reporting projects that can be funded through philanthropy.

Applications are open and will be accepted until Aug. 8. Up to 20 media companies will be invited to participate in the program, which will run September-December 2021. Use the online form to apply.

Frank Mungeam
Joaquin Alvarado

The curriculum is based on the highly successful first cohort launched in September 2020, in which 16 publishers raised $4.5 million to fund local journalism projects. The second cohort will once again be led by Frank Mungeam, LMA chief innovation officer, and Joaquin Alvarado, who has been instrumental in the development of philanthropic funding at The Seattle Times and other local newsrooms.

The Lenfest Institute for Journalism will join LMA as a new partner and supporter, providing both funding and expertise to the Lab for Journalism Funding. Lenfest will help fund the expansion of the coaching staff so the lab can serve more news organizations. Lenfest will also provide financial support for participating news organizations to conduct comprehensive listening tours and research as they determine how best to serve their communities’ needs. All lab graduates will be invited to join the Lenfest News Philanthropy Network, the country’s largest professional community of practice for journalism fundraising and advancement officers, with access to ongoing training, classes and advisory services from the Lenfest Network.


“LMA’s work has been both high-impact and exceptionally efficient in building new sources of revenue for important local news,” said Jim Friedlich, Lenfest Institute executive director and chief executive officer. “We are delighted to support the expansion of this work and to provide the services, community and partnership of the Lenfest News Philanthropy Network.”

Nancy Lane

“We are thrilled to receive new support from The Lenfest Institute for this important industry lab,” said Nancy Lane, chief executive officer of LMA. “We are also grateful to Google News Initiative for their continued funding. The results from the first lab exceeded all expectations, proving that this emerging business model is an essential strategy for news organizations of all sizes.”

Each publisher in the second cohort of the lab will set a fundraising goal in consultation with the coaches that is in line with markets their size. Collectively the group will aim to raise at least $5 million by June 30, 2022. Case studies and an industry playbook will be published, sharing best practices and lessons learned.

The lab will consist of a diverse mix of media companies including newspapers, broadcasters, media organizations serving communities of color and digital news sites.

Preference will be given to media organizations that:

  • Have strong local leadership with deep ties to the community
  • Are focused on high-quality local journalism
  • Have CEO-level buy-in to participate and make the time/resource commitment
  • Value staff and board diversity

The new LMA report, Pathways to Philanthropy, offers in-depth lessons from the first cohort of the Lab for Journalism Funding. Use the online form to request a download of the report.