# Donation Asks

Donation asks within articles are a key revenue strategy for many newsrooms, particularly nonprofit and independent publications. These asks encourage readers to contribute financially to support journalism, ensuring sustainability without relying solely on advertisements or subscriptions. Below are some best practices, examples, and strategies for effectively incorporating donation asks into articles.

### Best Practices for Donation Asks in Articles

1. **Placement Matters**

* Inline asks: Embed donation asks within the body of an article, preferably after key sections or at the end where engagement is highest.
* Sticky prompts: Use a persistent banner or call-to-action (CTA) that follows the reader down the page.
* Exit intent pop-ups: If a user is about to leave, trigger a pop-up with a compelling ask.

2. **Compelling Messaging**

* Be reader-focused: Explain how their support makes a difference.
* Use urgency: Highlight why support is needed now.
* Be transparent: Show how funds will be used.
* Personalize when possible: Address frequent visitors differently from first-time readers.

3. **Seamless User Experience**

* Keep the donation form short and easy to complete.
* Offer multiple payment methods (credit card, PayPal, Apple Pay, Google Pay, etc.).
* Make recurring donations the default option but allow one-time contributions.

4. **A/B Test Different Approaches**

* Test various placements, messaging styles, and CTA designs to see what resonates with readers.
* Use segmentation to show different asks based on user behavior (e.g., regular readers vs. new visitors).

5. **Show Impact & Gratitude**

* Thank donors immediately with a confirmation message.
* Follow up with an email or a special report on how contributions are making a difference.
* Recognize supporters in a “thank you” section or offer exclusive content.

### Examples of Effective Donation Asks

{% tabs %}
{% tab title="The Guardian" %}
Uses inline donation boxes within articles with clear messaging about why reader support is crucial for independent journalism.
{% endtab %}

{% tab title="The Texas Tribune" %}
Highlights its nonprofit model and offers different membership levels for recurring contributions.
{% endtab %}

{% tab title="NPR" %}
Uses subtle yet persistent donation prompts, often paired with reader testimonials about why they support NPR.
{% endtab %}

{% tab title="The Salt Lake Tribune" %}
Uses a combination of inline CTAs and post-article asks, focusing on community support.
{% endtab %}

{% tab title="ProPublica" %}
Leverages investigative journalism to show readers the direct impact of their support.
{% endtab %}
{% endtabs %}

### Resources for Implementing Donation Asks

<details>

<summary><a href="https://www.newsrevenuehub.org/">News Revenue Hub</a></summary>

Helps news organizations build reader revenue programs.

</details>

<details>

<summary><a href="https://www.lionpublishers.com/">LION Publishers</a></summary>

Provides guidance for local independent news outlets.

</details>

<details>

<summary><a href="https://newsinitiative.withgoogle.com/">Google News Initiative</a></summary>

Offers funding opportunities and best practices for sustainable journalism.

</details>

<details>

<summary><a href="https://membershippuzzle.org/">Membership Puzzle Project</a></summary>

Research on what drives readers to support journalism.

</details>


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