INDIEGRAF WEBINARS
Year-End Giving Strategies for News Organizations: Best Practices to Grow Donations
Missed the live session? Watch it on demand!
A big share of charitable giving often happens around key moments in the year — which makes it important to plan your messaging strategically.
Whether you’re a nonprofit or for-profit newsroom, the right approach can help you ask for support early, often, and effectively.
Led by Penny Riordan, an audience, product, and technology leader with more than 20 years of experience working for and with local media organizations, this on-demand session is designed for anyone who manages messaging with their audience.
About the event
Penny shared donor best practices, including:
✅ Templates and examples you can adapt for your messaging
✅ Ideas for bringing in campaign ambassadors and other local supporters
✅ Guidance on using wealth screening or adjusting suggested donation minimums to grow revenue
Missed it live? Get the recording
Meet the speaker
Penny Riordan is an audience, product, and technology leader with more than 20 years of experience working for and with local media organizations. She was previously the Director of the Local News Fund at the Local Media Foundation and now serves newsrooms in fractional roles through David Arkin Consulting.
Over the years, Penny has worked with hundreds of media companies. At GateHouse Media, she helped introduce real-time analytics to all media companies for the first time in 2015. At the Local Media Association/Local Media Foundation, she collaborated with dozens of newsrooms on initiatives including reader revenue growth, branded content launches, and philanthropic revenue expansion.
Penny also has expertise in helping for-profit media work with fiscal sponsors and guiding organizations through grant applications and funding strategies. She launched the first LGBTQ+ media collaborative, News is Out, building its audience from scratch, and has helped execute and manage programming for more than $1 million in grant-funded projects.
