Poynter and the American Press Institute teamed up again this week to take a deeper look at what’s working in local news. Here, you can read how LAist rethought membership swag for a digital audience, and over at Better News, learn how the digital nonprofit newsroom used lessons from Table Stakes to build a loyal audience.
For public media, member swag is a signature offering – coffee mugs, bumper stickers, magnets, T-shirts, umbrellas and yes, tote bags.
But what should online nonprofits offer to digital audiences?
How about a stress ball avocado, local art of iconic local places and a special batch of coffee?
“The stress ball avocado felt especially L.A. appropriate,” said Danny Sway, who headed up the membership campaign for the online nonprofit LAist, an online nonprofit newsroom inside public radio station KPCC.
You can read more about the digital media membership drive over at API’s Better News.
With a goal of 500 donations and $25,000, LAist ended the campaign with more than 585 donations and $40,949. About 30% of donors took one of the thank-you gifts, like the stress ball avocado.
The campaign offers a few lessons on reaching audiences on the platforms they’re using and how to take the foundations of an old model and repurpose them.
LAist used to be a digital for-profit newsroom. It was
Read more here: https://www.poynter.org/business-work/2019/how-laist-created-merch-for-digital-audiences/