CHARLOTTE, N.C. — When Bethany Lane joined QCity Metro in 2020 as its first full-time revenue hire, the Black-owned digital publication had roughly 100 donors and little strategy to grow that number.

Just four years later, Lane, recently honored as an Innovator of the Year by the Local Media Association, has helped steer the outlet to record contributions.

It didn’t happen by chance. Speaking on the Keep It Local podcast, Lane detailed how QCity Metro overcame hesitance around direct asks, leaned into authentic storytelling, and crafted campaigns that felt deeply tied to the community it serves.

In the early years, Lane admitted, she and her team were nervous about asking directly for money.

“I think in the first two years or so of starting this out, we were definitely playing it safe all the time. We wanted to come across like very clean, very well spoken, and very much like, ‘Hey, if you like our work, donate,’” she said.

But that changed when they realized many readers simply didn’t understand local journalism’s financial needs.

A turning point came with their 16th anniversary drive: a series of honest, often humorous videos featuring past staff, loyal donors—and Lane herself, bluntly asking viewers why they weren’t yet donating. The campaign culminated in a birthday party exclusively for supporters. It not only raised critical funds but solidified a sense of ownership among readers.

Lane also described key shifts: embedding an ask in every newsletter, sending regular e-blasts, and embracing the reality that unsubscribes were a filter, not a failure.

“But we realized that if they’re unsubscribing because of that, they were never for us in the first place. So realizing they’re unsubscribing, they were never going to become a customer anyway, or somebody who was a loyal follower,” she said.

As a publication focused on Charlotte’s Black community, Lane said QCity Metro also tailors its appeals to reflect cultural priorities. That means acknowledging economic pressures and explicitly supporting HBCU students through internship funds, knowing these efforts resonate deeply with their base.

Looking ahead, QCity Metro is experimenting with AI-read audio articles, more visually striking social media via Canva training, and community events like the Low Country Food and Culture Festival, slated for September 13.

Ultimately, Lane’s approach centers on directness and human connection—strategies that local publishers everywhere might consider as they seek to turn passive readers into passionate backers.

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.