| Why nonprofit media accept funding for specific projects | Percent of nonprofit media who accepted funding for such projects |
|---|---|
| The project or investigation was already on our list to do | 74% |
| The project was not on our list already but struck us as worthwhile | 16% |
| The particular project was not on our list, but the topic is one we cover | 13% |
| The funding was important to our sustainability | 13% |
| We wanted to establish a relationship with this funder | 9% |
| We already had a good relationship with this funder | 9% |
| Other: We requested the funds | 13% |
NONPROFITETHICS-6: Most nonprofit media who took funding for specific projects say they did so because project was already planned
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About the Author: Kevin Loker
Senior Director, Program Operations and Partnerships
Kevin Loker serves as director of strategic partnerships and research for the American Press Institute. He helps API collaborate with and complement the work of other organizations that want to improve journalism and its business. In addition, he leads research initiatives and projects on emerging challenges in journalism that advance API’s core program areas.
Kevin’s work in partnerships spans several types of work. He has helped API secure and develop grant-funded programs that support news transformation, including a Community Listening Fellowship for journalists and a Listening & Sustainability Lab for publishers of color. He has overseen programs that have distributed to local news organizations more than $300,000 in funding to experiment with audience-centered journalism. He has organized nearly a dozen invite-only summits on other emerging challenges in journalism, such as reimagining opinion sections and developing reader revenue.
Kevin has also served on research teams since API’s reinvention as an applied think tank. He’s contributed to more than a dozen national studies on news audiences with the Media Insight Project, API’s joint research initiative with Associated Press NORC Center for Public Affairs Research, as well as research into the ethics of philanthropic funding of journalism. In 2020, he served as a research assistant for the fourth edition of The Elements of Journalism: What Newspeople Should Know and the Public Should Expect (2021).
Before API, Kevin worked in digital and membership services for the Online News Association. He is a former contributor to 10,000 Words, a media industry blog. Together with his wife Laura, he received a 2017 Catholic Press Association Award for an email newsletter for Catholics.
Email Kevin at kevin.loker@pressinstitute.org or follow him @kevinloker.
