How Do We Engage News Consumers In The Digital World?

If you operate a nonprofit newsroom, email appeals have likely become an essential fundraising tool. Yet while recommendations for how to grow your mailing lists are readily available, it’s much harder to find good information about retaining subscribers and engaging them as active community members. As a result, many successful efforts to gain subscribers are followed swiftly by flurries of unsubscribes or high spam ratings.

Through a fellowship with the Donald W. Reynolds Journalism Institute, I’ve set out to explore ways that nonprofit news outlets can turn fly-by readers into email subscribers and, further, into supporting members.

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