Fundraising for News Nonprofits

Fundraising is desperately important for any news organization to master, and singularly difficult in that the funding environment remains limited at a time of ever-deepening need.

An infographic by INN CEO Kevin Davis identifies three major types of nonprofit-news revenue — direct, indirect and ancillary — and 34 subtypes, from grants to individual donors, from events to syndication. The difference between each source also represents the distinct skills sets required to develop revenue from a given source.

In the following pages, INN’s Fundraising Guide provides an overview of these revenue streams, plus links to related educational materials.


Amy Schmitz Weiss is an associate professor in the School of Journalism and Media Studies at San Diego State University. Schmitz Weiss is a 2011 Dart Academic Fellow and has a PhD in journalism from the University of Texas at Austin. She teaches journalism courses in basic writing and editing, multimedia, web design, data journalism, and mobile journalism. She is also the 2011-2012 Recipient of the AEJMC Bridge Grant with funding from the John S. and James L. Knight Foundation that led to the creation of a mobile news app, AzteCast for the San Diego State University campus population in spring 2012. She also is a former journalist who has been involved in new media for more than a decade. She has worked in business development, marketing analysis and account management for several Chicago Internet media firms. Her research interests include online journalism, media sociology, news production, multimedia journalism, and international communication. She is also a regular blog contributor to the Investigative News Network, a resource center for community-based and nonprofit journalism.