Journalists and funders are often talking past each other. It shows up most clearly when fundraising falls short.
The three of us came together at ONA in March to lead a session for news leaders on fundraising and philanthropy and answer some of the questions we hear over and over again: How do we get grant support? What are funders actually looking for? Why does this process feel so opaque?
The answer, we think, is this: It’s not just that journalists and funders are speaking different languages; they’re often working from different mental models. And it’s that difference in approach that accounts for a lot of the frustration from newsrooms.
