Understanding the bigger picture
One of the most striking movies I've seen recently is Oppenheimer. The film won multiple Academy Awards and Golden Globes for many reasons, but a particular moment in the movie stood out to me. In a pivotal scene, Oppenheimer, played by Cillian Murphy, began to see the bigger picture — how complex theoretical physics and abstract equations translated into real-world applications and came together to form the foundation of groundbreaking discoveries. You can almost feel his realization as orchestral music swells in the background. These abstract ideas are not just numbers on paper; they're part of something larger, something transformative — particularly in nuclear physics. Much like Oppenheimer's epiphany, I’ve come to understand that, in news media, success isn’t just about individual pieces. It’s about how those pieces — marketing, sales, audience and fundraising — work together in harmony to create something far greater than the sum of its parts.
As I’ve settled into my new role, I’ve learned that nonprofit news outlets have a unique advantage. They can innovate and experiment with new strategies more freely, benefitting from their size and mission-driven focus. For nonprofits, marketing, ad sales, audience development and fundraising are the different sections of an orchestra. When each area is in sync and adapting to changing circumstances, they create a powerful performance that resonates with audiences and drives sustainable growth.
The focus on impact over revenue
Why is this important? At first glance, this approach may seem like conventional wisdom — something all organizations, whether nonprofit or for-profit, should already be doing. However, the secret to success lies in focusing on impact rather than solely on revenue. As a revenue leader, I’ve seen firsthand how centering on the effect content has on the audience fosters an agile, community-centric approach, leading to sustained, meaningful growth. Unlike for-profit organizations, which often focus on short-term financial objectives, nonprofits can leverage their agility and community trust to foster emotional connections with audiences — connections that are sometimes harder for for-profits to replicate. Much like Oppenheimer’s realization that the complex equations he worked on were part of something far greater, nonprofit media organizations thrive when they recognize that every mission-driven action feeds into a larger outcome. This is the “secret sauce” of nonprofit success: a unique blend of mission alignment, trust and sustainable revenue growth, where each action amplifies the organization's overall impact.
Building synergy for mission-driven growth
In order to thrive, especially in news media, revenue leaders should recognize the interplay between these silos. This synergy leads to long-term success and innovation, much like seeing the bigger picture in science. As Niels Bohr, a significant Danish physicist of the time and Nobel Prize winner, played by actor Kenneth Branagh, asked Oppenheimer in the film, “Can you hear the music?” It’s not just about understanding each piece but appreciating how they combine to form something more significant. Innovation and growth aren’t achieved through isolated efforts but through a holistic understanding of how everything fits. In news media, this means aligning all strategies — marketing, sponsorship, content and fundraising — to amplify each other, ensuring audiences, sponsors and donors are engaged in meaningful, mission-driven ways.
Achieving mission-driven revenue growth in nonprofit media requires strategic alignment across marketing, sponsorship, sales and audience development. First, ensure that each department is unified by a common mission, where everyone understands how their role contributes to the bigger picture. Break down silos by fostering collaboration between teams, allowing for seamless integration of strategies that amplify each other’s impact. Use data to guide decisions, aligning your content and sponsorship opportunities with what resonates most with your audience. Leverage the inherent agility of nonprofits to experiment with new approaches, always focusing on building long-term relationships that offer more than just transactions. Create regular strategy meetings where marketing, sales and audience development teams discuss overlapping goals and identify how to amplify each other’s efforts. This alignment creates a synergy where every initiative supports the next, driving both engagement and sustainable revenue growth.
Transformative, lasting impact
When nonprofit news organizations unite their efforts around a shared mission, the result is growth and measurable, lasting impact. Breaking down silos enables collaboration that drives higher audience engagement, increases donor retention and strengthens financial resilience. By aligning strategies, nonprofits can innovate more effectively, respond to community needs and attract new supporters, creating a continuous growth cycle.
So, can you hear the music? Every part contributes to something larger, and once that harmony is achieved, the organization becomes more than just sustainable. It becomes a vital, transformative force for generations to come.
Richard E. Brown is a monthly columnist for Editor & Publisher and contributing writer for Digital Content Next. He currently serves as chief growth and innovation officer for Wisconsin Watch. Previously, he held positions at LPi, Milwaukee Journal Sentinel, Gannett and The Daily Beast. He also serves on the foundation board for the Wisconsin Newspaper Association, is a revenue coach LION and for the emerging news leaders' program for CUNY, and is the finance chair for NABJ-Milwaukee.
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