Reader donations remain a secondary or tertiary revenue stream for most nonprofit media
Richard Tofel, ProPublica
A profitable reader donation program must clear two daunting conditions
The proportion of loyal readers is expectedly small
Indonesians are generous, but they may not be used to donating to nonprofit media
Brand building can help beat the odds
We hope that we have convinced you that the nonprofit media’s odds of raising money from the readers are slight in Indonesia. But, there is a way to make the hard thing more possible: a substantial brand-building effort that starts from the very beginning.
Brand building cultivates long-term memory structures about a brand
What blocks individual donations is a lack of awareness, not rejection
Brand building is essential to bring new loyal readers as future contributors
Brand building must start early and be done relentlessly
Donors should support nonprofit media to do proper brand building in the long term
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