Guest Essay

Lenfest News Philanthropy Summit: Why asking for money feels unnatural in journalism and how that needs to change

By Brooke Galberth

August 6, 2025

This essay is part of a series of reflections from the 2025 Lenfest News Philanthropy Summit sharing insights, lessons learned, and key takeaways from the conference, which was hosted in partnership with Press Forward. Access additional Summit resources here. 

Journalists never back down from a challenge or a good story. So why do so many freeze when it comes to fundraising?  

At the Lenfest News Philanthropy Summit, I was confronted with a question I’ve often wrestled with as a fundraising professional. Why does asking for money feel so unnatural? Over the course of two days, I watched the most compelling voices in journalism stumble when the conversation shifted to development. For many in the room, especially those coming from small local newsrooms, the thought of building donor relationships or applying for large grants felt overwhelming if not outright impossible. Many are acting as editor, publisher, reporter, and fundraiser all at once. Understandably, fundraising often falls to the bottom of the priority list.  

But here is the truth, journalists already hold the skills and values needed to successfully fundraise. Local news organizations are built on trust, transparency, and accountability — all of which are integral to fundraising. We are not attempting to sell a product when we engage with donors. We are building a relationship grounded in shared values, a mutual care for our community, and a deep belief that the work matters.  

Fundraising is not separate from journalism, only a continuation of it. When we treat development not as a necessary evil, but as an extension of the work we’re already doing, the dynamic changes. We no longer think of fundraising as transactional and start understanding it as a deeper form of storytelling. At its core, fundraising is an invitation to be a part of something bigger. And what is journalism if not a call to the same? 

At the Summit, Mississippi Free Press Chief Revenue Officer Kimberly Griffin and Colorado Media Project Director Kimberly Spencer emphasized the importance of patience and gratitude when it comes to donor engagement. Donors are not created overnight. They’re nurtured over time through thoughtful, personalized, and consistent touch points. Just like with sources or audiences, trust is earned. It’s this trust, not perfect pitches or events, that keep donors coming back.  

Stewardship takes time, but with proper care, a one-time $5 donor can become a multi-year supporter. When we invite our communities into the story of our work, show them how their support keeps the lights on, the staff paid, and the stories told, we give them a reason to stay. Journalism has always been about amplifying the voices of the people, and fundraising is how we ensure those voices continue to be heard.   

There are real barriers that keep journalists and small newsrooms from embracing fundraising. There is an expectation to navigate burnout, limited capacity, lack of training and resources, coupled with the ingrained belief that asking for money somehow undermines the integrity of the work. We need to challenge that idea. Fundraising doesn’t dilute the mission; it strengthens it.  
 
Since the Summit, I’ve been pushing myself to rethink my relationship with fundraising. I’m working toward a more empowered approach, one that focuses on trust and care over transactions. To fundraise is to advocate for your organization, and for the value of local news itself. To do so is to declare this community matters and deserves to last.  

It’s time to reframe the narrative around asking for money. Fundraising is part of how we protect our work, mission, and the people we serve. 

Brooke Galberth is the Development and Communications Manager at a nonprofit digital media network focused on increasing civic engagement with BIPOC and low-income communities through digital media.