Tips for developing rewards for news donors

In late February, Nicci Kadilak, founder of Burlington Buzz, asked for advice on developing rewards for membership tiers in our Indie Publisher Slack. Fellow news entrepreneurs across the Indiegraf network and Indie Audience strategists quickly jumped in to offer advice. When should you consider offering donor perks? How do you choose what to offer? We answer these questions and more below on developing rewards for news donors, with real examples from publishers and expertise from the Indie Audience team.

A member by any other name

Donor. Supporter. Member. Sustainer. Paying subscriber. All these words mean one thing: someone who makes financial contributions to a publication. In this article, we use them interchangeably — but no matter what word you use, you should think about how to steward these readers. 

As your publication grows, you may want to offer small perks as a show of appreciation for your donors. (Some outlets call it a membership program, donor perks, or rewards.) 

No matter the name, picking the right perks can increase loyalty among your biggest fans. For example, giving them a peek into your finances can make them feel like they’re helping you build the news organization, or inviting them to meet your staff can help them feel closer to your cause.

Content is still queen

Don’t let a membership program distract you from your main product: your content. Time and time again, readers of Indiegraf network publishers say that they make financial contributions simply because they believe in the publication’s mission and want to support the work.

Regardless of whether you offer additional perks, it’s important to thank your donors. Most email service providers (ESPs) allow you to send an email thanking donors immediately after they give. And in the long run, you can also give them heads-ups on new projects or special offers, like running a merch campaign.

The choice is clear: when picking between investing time and resources into a rewards program or your journalism, the answer will always be to prioritize your journalism. Your most dedicated readers believe high-quality journalism is worth paying for — all you have to do is ask.

Picking the right incentive

When you have the capacity to develop and manage a rewards program, the first step to take is to ask your readers what type of incentive they value the most. 

A checkbox question is an easy way to collect and analyze responses. Provide some suggestions that are realistic for the publication and leave room for respondents to share their own ideas with an ‘Other’ option.

Here are some ideas from the Indiegraf network:

• Public recognition on a “member wall” or in your flagship newsletter.
  • Shasta Scout has a member wall on their website that is easily accessible via their top navigation menu.
• Stickers.
  • Athens County Independent and The Objective send stickers to everyone who makes a contribution. 
• Print copy of your journalism.
  • The Objective sends everyone contributing $10/month or more a complimentary copy of their annual print issue. While all articles are made available on their website, print magazine recipients get to keep a glossy, well-designed hard copy.
• Exclusive newsletter.
  • Athens County Independent periodically sends their members a behind-the-scenes newsletter, giving readers a glimpse into what it’s like to build a news organization and investigate big stories.
• Impact or annual report.
  • The Breach sends all contributors an annual impact report, with a look into their financials that is not publicly available. 
• Ability to comment on articles.
  • Members of The Kerr County Lead are able to continue the conversation with other readers in the comments section of stories.
• Invitations to special events.
  • The Breach offers contributors of $25/month or more a chance to meet the editors, and Athens County Independent invites all contributors to an annual members’ forum.