Donations are becoming a lifeline for local newspapers, but not without tension

As traditional revenue sources decline, some for-profit local newspaper organizations are turning to reader donations — long central to nonprofit models but a relatively new (and necessary) endeavor for for-profit organizations — as a “third leg” alongside subscriptions and advertising. This shift introduces new obstacles, including ethical concerns, implementation issues and messaging challenges both within the newsroom and with audiences.

In-depth interviews with 12 newsroom leaders from local and regional news organizations with donations strategies suggest that donations are seen as a promising piece for the future of local news. 

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