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Journalism and Philanthropy: Growth, Diversity & Potential Conflicts of Interest

Wide view of a television news studio as the anchors prepare for broadcast.
Examining the role and influence of philanthropic funding of journalism in the United States
  • Client
    Media Impact Funders and The Lenfest Institute for Journalism
  • Dates
    April 2023 - July 2023

Problem

There is no recent data on the role of philanthropy in America’s rapidly changing journalism landscape.  

The 2015 American Press Institute's Ethical Terrain of Nonprofit Journalism study, overseen by NORC senior fellows Tom Rosenstiel and Marjorie Connelly, found that only 4 in 10 nonprofit news operations had written policies about disclosing funders and a third had guidelines about what money they will accept. Since then, the journalism landscape has changed considerably. There has been substantial growth in support for nonprofit news, increased funding to for-profit newsrooms, and a growing focus on communities of color. Questions remain about how newsrooms can address potential conflicts of interest and protect editorial independence and public trust. Many funders finance journalism in areas where they also do policy work, and some news organizations will accept money to do specific reporting suggested by a funder.

Solution

NORC surveyed journalism funders and leaders at for-profit and nonprofit news organizations.  

To chart the growth of the nonprofit journalism sector and understand new ethical concerns about potential conflicts of interest between funders and the journalists they support, NORC has undertaken a new study. The study includes three separate online surveys:

  • A survey of funders that support journalism and news media 
  • A survey of leaders at nonprofit news and public radio stations
  • A survey of leaders at for-profit news organizations, including legacy news organizations and online independent local outlets

We constructed a sample list for all three survey populations, and all organizations on the list were invited to participate. The precise size and scope of the three survey populations were difficult to determine, but we made efforts to have as comprehensive and representative a sample as possible. We sent email invitations containing survey links and followed up with multiple reminder emails.

Result

Philanthropy’s role in American journalism is growing amid ethical considerations.

Philanthropic giving is a growing source of funding for both nonprofit and for-profit news organizations. Nearly 6 in 10 funders support news outlets serving communities of color. Addressing the local news crisis is a top priority, with 69 percent of funders citing this as an important factor in their funding decisions. While more for-profit news organizations are receiving funding, they are far less likely than nonprofits to have guidelines for transparency (68 percent vs. 14 percent). Guidelines are needed to help everyone navigate the potential for real or perceived conflicts.

News organizations want funders to understand the need for unrestricted general operating funds and multi-year grants to help with sustainability, stability, and financial management planning. These news organizations also express that funders need a deeper understanding of the role and importance of journalism, particularly for smaller, hyperlocal, and niche journalism sites.

The study results are available on the websites of Media Impact Funders and The Lenfest Institute for Journalism and have been presented at the annual conferences of Media Impact Funders and Online News Organization. 

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Project Leads

“To earn and keep the public’s trust, funders and news organizations should agree on clear and universal guidelines to protect against conflicts of interest. In an era where anyone can publish a web page that looks like a news site, unflinching commitment to ethics will set independent news organizations apart.” 

Senior Fellow

“To earn and keep the public’s trust, funders and news organizations should agree on clear and universal guidelines to protect against conflicts of interest. In an era where anyone can publish a web page that looks like a news site, unflinching commitment to ethics will set independent news organizations apart.” 

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