As it grows, The Marshall Project finds plenty of partners, but fundraising is still not easy » Nieman Journalism Lab.
“Bill’s done a marvelous job of helping us create a sense of quality and gravitas among journalists and criminal justice professionals. People see us as a pantheon of good American journalism,” Barsky said. “But we’ll still be fundraising for the rest of our professional lives.” Being a nonprofit provides some relief because there’s no pressure from advertisers to hit traffic numbers, and Barsky is confident about funding at least through 2016.
Dance said that while he’s been pleasantly surprised by the many organizations that want to partner with The Marshall Project, he’d hoped there’d be more donations from wealthy individuals coming in by now, once “they saw the high-quality content we put out.”
“This is not to say we aren’t raising money, but people who are interested in giving money to criminal justice are often interested in giving money to advocacy groups,” he said. “Which I understand — they want to know their money is going to change something specifically. We say, yes, we’d love your donation, but that doesn’t mean we wouldn’t report on you guys.”