Insider Louisville Builds Grassroots Support Through National Newsmatch Campaign

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City’s only independent nonprofit online news organization participating in largest-ever grassroots fundraising campaign for nonprofit news outlets

Insider Louisville, the city’s independent nonprofit online news organization, is participating in the largest-ever national grassroots fundraising campaign for nonprofit news outlets.

Insider Louisville is one of 150 nonprofit newsrooms across the country taking part in this year’s NewsMatch, which matches every dollar that newsrooms raise from individual donors contributing $1,000 or less throughout November and December, up to $25,000 total.

Between Nov. 1 and Dec. 31, 2018, new sustaining membership contributions will be matched at a full-year value. For example, a membership at $10 per month is eligible for a $120 match. Readers can contribute and become members online at Insider Louisville ( Bonuses may be available to Insider Louisville if it achieves the highest number of new members or the total number of members.

“This is great national exposure for Insider Louisville and we’re excited about participating,” said Mickey Meece, managing editor.

“For nonprofit newsrooms to survive,” Meece added, “they need sustaining members – plain and simple. It’s the local, grassroots support of our 550 plus sustainers that has helped Insider Louisville flourish in our first year as nonprofit. We hope to double that number to achieve a strong showing through NewsMatch and continue serving as a vital local news source for Louisville.”

Tom Cottingham, CEO of Insider Louisville, noted that “When Insider Louisville transitioned to a nonprofit at the end of last year, many of our longtime readers became members on Day 1. Their renewal rolls around during the NewsMatch campaign, which makes it the perfect time to renew and reach out friends and colleagues and ask them to do the same.”

He added, “NewsMatch doubles their impact and empowers our reporters to tell stories that spark change and highlight inspiring stories from the community.”

A prestigious group of national supporters is funding NewsMatch, including the Democracy Fund, the John S. and James L. Knight Foundation, the Jonathan Logan Family Foundation, the John D. and Catherine T. MacArthur Foundation, the Ethics and Excellence in Journalism Foundation and the Facebook Journalism Project.

NewsMatch pools gifts from local and national funders to match small-dollar donations to nonprofit newsrooms across the country. Local and national foundations provide gifts to the INNovation Fund at of the Institute for Nonprofit News, hosted at The Miami Foundation.

In 2017, NewsMatch became the largest-ever grassroots fundraising campaign for nonprofit news, raising more than $4.8 million during a record-breaking year overall for charitable giving to journalism. This year the number of nonprofit news organizations participating has jumped by more than 40 percent.

"Insider Louisville was chosen to participate in NewsMatch based on the quality and public service of the news reporting they provide for their community," said Sue Cross, executive director and CEO of the Institute for Nonprofit News. "Local news organizations depend on readers and other individuals to support reporting as a public benefit, and we're so excited to see Insider Louisville join this national movement supporting community-based news."

In December 2017, Insider Louisville transitioned to a nonprofit model to expand its mission of delivering powerful journalism on cornerstone topics such as the local economy, education, health, government and culture. Today, Insider Louisville is a certified 501(c)3 nonprofit and has more than 200,000 monthly readers from its daily newsletters, social media followers, website visitors and those who search for local news. It employs seven dedicated reporters and editors plus a robust group of quality contributors.

Media contact:
Jenny Recktenwald
Strategic Communications Consultant

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