fund drive methods

Another alternative funding mechanism includes on-air fundraising drives, made famous in large part by NPR and PBS affiliate stations. Public broadcasting has made an art form of periodic fund drives. For instance, the 42-station Minnesota Public Radio Network raises 11% of its $70 million budget from listener memberships and donations. Local public television stations are also successful in raising money from their viewers. WNET in New York has an annual fund-raising goal of $90 million. Many donations are less than $100 a year, but an occasional $1 million or $2 million pledge comes in. With the advent of crowdfunding sites, such as Indigogo and Kickstart, fund drives have been increasingly going online, although their success is, as of yet, undetermined.

Writing Prompt Applying Your Media Literacy – Funding Alternatives

Do you have any ideas for novel alternate media funding models? What are they, and why do you believe they may be successful?

The response entered here will appear in the performance dashboard and can be viewed by your instructor.


3.6 New Media Funding

Study Preview Advertising and subscription revenue are weakening as a revenue source for traditional mass media, but they won’t disappear entirely. What will pick up the slack? A patchwork, possibly of more government funding and charity support, seems likely. Also, media consumers themselves may pay for media access through new mechanisms, such as advertising schemes and online subscriptions.

Learning Objectives By the end of this module you will be able to:

  1. 3.6.1 Describe the changing role of advertising for media funding
  2. 3.6.2 Give examples of alternative funding mechanisms in mass media

3.6.1 Advertising and Subscriptions 1. Objective: Describe the changing role of advertising for media funding

Although advertising can be expected to continue slipping for newspapers, magazines, and legacy broadcast networks, it will remain in the revenue mix, albeit in a diminished role. Future financing of traditional media will include multiple sources of revenue—some traditional, some not. Online advertising is continuing to grow, and it is expected that, in time, advertising revenues will align more fully with digital media products.

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