Problems that communities care about. Strategies for addressing those issues through trusted reporting. The chance for real change based on a track record of impact. These are differentiators for local news organizations seeking to fund essential civic journalism in part through philanthropy.

These were also the qualities that stood out to judges at Pitch Day, held in mid-November for the most recent graduates of LMA’s Lab for Journalism Funding. A panel of funder judges praised all the top-rated proposals for being grounded in authentic community listening, including strategies to engage and involve audiences, and building on a history of trusted, impactful reporting.

From the latest cohort of 16 news outlets, judges singled out these top three newsrooms from each of two Pitch Day sessions: Native News Online (first place), Maine Trust for Local News (second), Atlanta Voice (third); and the St. Louis American (first place), Kansas City Defender (second), and Dallas Voice (third).

Once again, representatives from funding organizations from across the country volunteered to score and provide feedback to newsrooms: Tiffany Proscia from Google News Initiative, Jordan Reese from Robert Wood Johnson Foundation, Melissa Davis from the Gates Family Foundation, Bethanne Fox from Commonwealth Fund, Tyler Tokarczyk from Inasmuch Foundation, Dorrine Mendoza (previously with Meta Journalism Project), and Kevin D. Grant from GroundTruth Project.

Lessons from Pitch Day

Newsrooms in the Lab for Journalism Funding are encouraged to “treat feedback as a gift.” With that in mind, the feedback from Pitch Day judges offered valuable lessons for any news organization exploring philanthropy as a way to support civic journalism. Once again, the essence is to find “unity of purpose,” where good journalism, community need and the goals of funders align.

“I think this is the third time I’ve judged…and I’m just always blown away by the commitment and the incredible work that you all are doing in your communities,” said BethAnne Fox of Commonwealth Fund. “This year, it felt like the use of data {stood out}, and the {presentation of} this is what’s wrong, this is how we can fix it, and this is why we are the people to do it, was just very clear.

“I just thought there was a next level of clarity and understanding about what was going to really happen on the ground with the funding for these projects.”

Tyler Tokarczyk from Inasmuch Foundation encouraged newsrooms who might pitch national funders to examine what, beyond additional reporting, differentiates each project. “How are you sustaining it? How is it going above and beyond, or innovating? Or what is it that differentiates it?”

“To see this kind of networking, collaboration and brainstorming among journalists is just terrific,” observed Jordan Reese of the Robert Wood Johnson Foundation.

Melissa Davis of the Gates Family Foundation and Colorado Media Project noted that, as a local funder, she sees lots of pitches from social service agencies trying to address some of these same problems that newsrooms are tackling. “So you’re putting yourself in a category with another like services people, so this takes a little bit of refinement on … how can newsrooms make a difference on that, and really focusing on your unique value.”

“This is one of the best things that I ever get to do,” said Kevin Grant of GroundTruth Project. “I’ve been fortunate to be a judge on a number of these Pitch Days, and for me this was far and away the best group of pitches, the most consistent, the most compelling that I’ve had the honor of being part of.”

“This continues to be one of the most amazing projects that we fund at the Google News initiative,” said Google’s Tiffany Proscia, “and that’s just an honor to be part of. So thank you for all you do.”

The Lab for Journalism Funding is a six-month cohort-based program that trains local newsrooms in best practices for developing and funding journalism projects. Launched in September 2020 and made possible with continued support from Google News Initiative, the Lab has trained 101 newsrooms to date, and those news organizations have collectively raised more than $20 million to fund essential local journalism.

News outlets are supported by a team of expert coaches including Joaquin Alvarado, Joanne Heyman, Sam Johnston and Jennifer Preston. Case studies and best practices from the Lab for Journalism Funding are included in the 42-page industry report Pathways to Philanthropy, which is free to download.

Are you a newsroom interested in applying to the LMA Lab for Journalism Funding? Email lindsey.estes@localmedia.org to be added to the list and notified when applications open.

The top pitches

First place: Native News Online — Overdose Epidemic in Indian Country

First place: The American (St. Louis) — Unlock the Ballot

Second Place: Kansas City Defender — Black Digital News Desert

Second Place: Maine Trust for Local News — Long Way Home

Third Place: Atlanta Voice — Unhoused

Third Place: Dallas Voice — The LGBT Equality Agenda