Nonprofits Embrace Profits » Nieman Journalism Lab


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If you're a journalist, you're in for a big change in 2024.

That's the year the world's oldest journalism organization, the New York Times, predicts will see "the quickened rise of innovative, unfamiliar, and even uncomfortable revenue streams for Europe's nonprofits," as well as more awards, galas, and charity dinners.

Here's what's in store: Direct engagement with high-net-worth individuals and family funds will become a thing, just as it has been in the charity sector for time.

In 2024, nonprofits will leverage their own personal platforms, expertise, and approaches by delivering city tours, intelligence briefings, and government policy, and by playing host to cultural events.

More journalism teams like Are We Europe turn side-hustles into award-winning content studios.

More work for CEOs and executive directors who will now need to be exceptional conversationalists in public and private.

nonprofits may choose a tricky path, but one with lots of potential upside.

native advertising is projected to be a $402 billion global industry by 2025 (that's 5X in five years).

European creator ad spend alone was worth $1.3 billion in 2020.

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