Local news needs fresh ideas.
Across the nation, the loss of trust in mass media and the decline in paid subscriptions have left major gaps in local visibility for businesses and nonprofits. Outlets reach fewer readers while charging higher rates. Audiences have migrated to online and to nonprofit news platforms.
In this new reality, Charlottesville Tomorrow has attracted national recognition for our innovative approach to local news, from prioritizing community impact over clicks to publishing in-depth, high-impact reporting.
Another way we innovate that is central to our work is by building new revenue streams. To run an impactful newsroom, including reporting staff, operations, technology and our investments in engaging with the communities we serve, we need resources. In addition to contributed revenue from philanthropic sources, building up earned revenue — our local sponsorships and public notices — is crucial for long-term sustainability.
As a community-driven newsroom, we are building revenue models that are beneficial to our region and align with our organizational values of trust, community and equity.
That’s why we’re excited to announce our new Community Growth & Visibility sponsorship program, which will offer five grant-funded sponsorship packages to small businesses and nonprofits in Charlottesville, with support from the City of Charlottesville’s Vibrant Community Fund.
With this public investment, sponsorships will support organizations to promote their programs, services and events on Charlottesville Tomorrow’s platforms. The program resonates with our newsroom’s commitment to community and inclusivity and will help organizations often cannot access commercial marketing.
Charlottesville Tomorrow offers free, accessible and community-centered journalism that reaches an average of 56,000 engaged readers per month. We have nearly 9,000 newsletter subscribers, and 10% of our subscribers are donors. We have an average email open rate of more than 50% — higher than the industry standard.
“High-cost, low-return or paywalled advertising options, along with over-saturation on digital platforms, have made meaningful reach hard to come by,” said Revenue and Partnerships Lead Sakeena Alkateeb. “As a community-based nonprofit newsroom with an engaged audience, we can offer a solution through our sponsorship program.”
We designed the Community Growth & Visibility program to help organizations gain visibility, attract new supporters and sustain their operations.
In alignment with the City of Charlottesville’s strategic plan framework and commitment to Justice, Equity, Inclusion, Diversity, and Racial Equity, sponsorship packages will be awarded to Charlottesville-based small businesses and nonprofits that have a stated commitment to equity and community benefit. See the City’s definitions here and here.
Business owners from historically underrepresented groups (race, ethnicity, LGBTQIA+ identity, religion, incarceration history, and more) and fewer than 20 full-time employees, as well as nonprofits with budgets under $1 million that serve historically underrepresented communities, are eligible to apply.
Charlottesville Tomorrow is proud to be among just a few of the newsrooms that are piloting innovative earned revenue models. We appreciate the guidance from the Henrico Citizen newsroom, which shared valuable insight and recommendations with us as we structured our new sponsorship program that combined small business marketing with community benefit.
“We aim to level the playing field and help build a more vibrant, interconnected community,” said Alkateeb.
Take action
Do you know a local business or nonprofit that could use a boost?
Eligible applicants must be businesses owned by historically underrepresented groups (race, ethnicity, LGBTQIA+ identity, religion, incarceration history, and more) or small nonprofits with budgets under $1 million that serve historically underrepresented communities. They must be based in Charlottesville and committed to equity and community benefit. Apply by submitting a short Nonprofit Application or Business Application. Applications will be reviewed by members of the Charlottesville Tomorrow Board of Directors, which includes community stakeholders and local news leaders.
