Local news outlets are increasingly turning to philanthropy to fund essential journalism projects. I recently moderated a panel discussion at LMA Fest where three newsrooms shared how they’ve grown their journalism with philanthropic support.
The panel discussion featured Ashley Talley, enterprise executive producer at WRAL; Elinor Tatum, publisher and editor-in-chief of the New York Amsterdam News; and PJ Browning, president and publisher of The Post and Courier in Charleston, South Carolina. The successes of these three organizations offer lessons for others seeking sustainable funding models.
WRAL: Partnerships to cover unmet needs
WRAL, a family-owned television and digital group based in Raleigh, North Carolina, used community listening to identify health reporting as a significant gap in local journalism. Recognizing that no dedicated health reporter existed across television and newspapers in the state, they aimed to fill this void. They successfully secured funding for two full-time reporters covering health and climate change — beats that were previously underreported.
Talley spearheaded the fundraising efforts. By highlighting the lack of dedicated health journalism and its impact on the community, WRAL approached organizations with a vested interest in health issues. To fund a health reporter, the team secured a three-year commitment from two organizations that, notably, would typically be considered “rivals”: Duke Health and UNC Health. These organizations both recognized the importance of disseminating trusted health information and agreed to co-fund the position, covering salary, benefits and necessary reporting tools.
New York Amsterdam News: Expanding through strategic funding
The New York Amsterdam News, a legacy Black newspaper, used philanthropic funding to launch key initiatives: “Blacklight,” the first investigative unit within a legacy Black newspaper, and “Beyond the Barrel of the Gun,” a project addressing gun violence in Black and Brown communities. NYAN also was able to upgrade its digital presence, launch new newsletters and grow audience engagement with philanthropic support.
Tatum recounted how the newspaper began its philanthropic journey in 2019. It secured initial funding through grants from organizations like Borealis Philanthropy, Facebook and Google. Participation in LMA lab programs helped team members identify projects that resonated with their community and potential funders. Over the years, they received substantial grants, including support from the Chan Zuckerberg Initiative, Report for America and various journalism funds.
The Post and Courier: Community engagement and expansion
The Post and Courier has developed multiple significant philanthropic collaborations over the past four years. One of its first successes came with a series titled “Uncovered,” in collaboration with 18 small newspapers to report on stories that lacked resources for in-depth coverage. Since then, the team added partnerships with universities including Francis Marion University and Winthrop University to create internship programs and secure office spaces. The Post and Courier “Rising Waters” Lab focuses on climate change and flooding issues in Charleston, funded through community donations and matching funds. And the publication’s Education Lab addresses educational challenges in South Carolina by highlighting solutions and maintaining a steady focus on legislative changes.
Browning explained that The Post and Courier used a diversified funding strategy that included reader donations, major donors, community and other foundations, and university partners. The initial Uncovered reader donation campaign aimed to raise $100,000 but ultimately garnered $500,000 in less than 100 days. Since they began to pursue philanthropy, team members have secured funding from 20 major donors, both national and state-level. Their university partnerships provide financial support, internship opportunities and free office spaces. They’ve also collaborated with local foundations to fund specific labs and reporting initiatives. Browning said they’ve set an ambitious goal to raise $23 million over five years to ensure long-term sustainability.
Lessons for local news outlets
WRAL’s Talley noted the importance of grounding funded projects in real community need. The team identified uncovered beats, then approached organizations with a direct interest in those issues. Talley also emphasized the importance of tracking and demonstrating impact from the reporting.
NYAN’s Tatum emphasized the value of starting small, noting that overdelivering and communicating well on initial grants can lead to deeper, larger investments over time. She also warned to stay true to the publishing mission and pursue only grants that align with organizational goals.
Post and Courier’s Browning emphasized the importance of telling a compelling story that communicates the community’s needs and how your news organization can serve those needs. She also highlighted the need to engage with the community via events, tours and other ways that build relationships with donors and demonstrate the impact of their contributions. She pointed to their many collaborations with educational institutions and community organizations as a key to expanding their newsroom resources and reach.
All three leaders also stressed the importance of investing in the staff, tools and resources needed to support funded projects, including managing relationships with funders and meeting all reporting requirements.
The experiences of WRAL, New York Amsterdam News, and The Post and Courier highlight the meaningful role philanthropy can play in not only sustaining but expanding local journalism. By identifying underreported issues, partnering with aligned stakeholders, and deepening their audience relationships, these outlets have not only sustained their journalism but also enhanced their impact on the communities they serve.
WRAL, New York Amsterdam News, and The Post and Courier are all graduates of the LMA Lab for Journalism Funding, a six-month cohort learning program that teaches local newsrooms the most effective ways to fund their local reporting with community support. More than 100 alumni newsrooms in the lab have collectively raised more than $25 million since 2020. The Lab for Journalism Funding is made possible through the continuing support of Google News Initiative. LMA regularly publishes philanthropy case studies, and has published two industry reports, which are free to download: Pathways to Philanthropy (2021) and Sustaining Journalism through Philanthropy (2024).