Editor’s Note: This spring the Sierra County Sun was accepted for membership in the Institute for Nonprofit News, a professional association of more than 300 independent, nonpartisan, not-for-profit news organizations across the country. Arising in response to the ongoing decline of traditional newspapers and local hard news reporting, INN members are carefully selected to ensure they are primarily dedicated to serving the public interest by telling important stories that otherwise would go untold, informing and connecting people, holding the powerful accountable and championing democratic values.
This week the Institute for Nonprofit News published its latest Index report, capturing the state of nonprofit news in 2021. Here’s what INN’s Index data tells us about the health of this rising field of journalism, of which the Sun is a proud member:
News nonprofits produce in-depth, specialized coverage. One third of the field focuses on investigative reporting, and close to 40 percent primarily provide deep explanatory coverage. Specialized reporting has migrated to nonprofits, many of which have become the “beat reporters” for other media. Most nonprofit newsrooms focus on one or a few related topics. This in-depth coverage is generally not paywalled, but provided as a public good.
Audiences grew and the journalism served more people. Web traffic to nonprofit news sites grew by 43 percent, newsletter lists by 36 percent. Direct audiences remain small and targeted compared with broad commercial media, but nonprofits also collaborate to provide coverage to millions through partners: More than 3,800 third-party outlets regularly published or aired the work of nonprofit news organizations in 2020, according to publisher estimates.
Revenue grew for most outlets. Individual giving and foundation funding increases drove overall revenue growth. Nearly two-thirds of sites with comparable data saw individual giving grow, and 60 percent saw grant funding gains. These increases weren’t minor. More than half of organizations with individual donation growth saw it increase by more than 50 percent.
Diverse revenue builds a stable base. More than 70 percent of INN member news organizations have three or more revenue streams. Only 10 percent are reliant on a single revenue stream, typically grants. Earned revenue was the only source that dipped in 2020.
Staffing held steady, and even expanded by some measures. Among established, primarily digital publications, total staffing was estimated at 2,700, including nearly 2,000 journalists. This represents a 17 percent increase in total staffing from the year before. Current staffing figures are higher, as 2020 totals do not include recent startups nor hundreds of staffers at two dozen public media INN members.
Staff diversity appears to be growing. In 2020, over a third of outlets had a staff where people of color made up 40 percent or more of total personnel, representative of the U.S. population. Across the field people of color were in 31 percent percent of management positions and 24 percent of top executive leadership roles, pointing toward needs to focus on retention, promotion and leadership recruitment.
The startup pace is accelerating again. A third of the nonprofit news outlets publishing today did not exist five years ago. Since 2008, nonprofit outlets have launched at an average pace of a dozen or more a year; more than 20 launched in 2020. INN’s membership grew 27 percent from 2019 to 2020.