"The traditional financial models for news are dying. Could churches, environmental movements, and open source communities hold clues to its survival? We’re at a moment of profound transition and successive crisis for news. Our mission is to explore how membership models might help. A key takeaway ... from our research over the past 12 months is that membership models are fundamentally different from subscription or product models–and that they require whole new methods and mindsets to be successful. Membership isn’t just “subscription by another name” (though it’s often referenced that way), or about giving consumers access to a product. It’s participation in a larger cause that reflects what they want to see in civil society. In membership, there’s a different “social contract” or “value proposition” between the site and its members. At the basic level of: What do you give? What do you get? Subscribers pay their money and get access to a product. But members join the cause and participate because they believe in it." (Executive summary) more

"Even at the most audience-informed organizations, journalists recognize the immense difficulty in making sense of what audience members and relevant experts know, particularly without presently available tools and ample staff. This work is hard, yet there is an increasing amount of interest in it. ... We hear more reporters, editors, and audience development staff around the world asking: how can this work be operationalized? With this report you see what we have learned so far about memberful routines. We close by highlighting some of the limits and cautions of working closely with members. We do this not to dissuade you from pursuing these routines, but to help as you undertake your own projects with members, donors, subscribers, and contributors: not every story can have, and not every story should have, reader involvement; make it crystal clear to community members: Everyone has opinions. Your opinions will not run our newsroom; member engagement is hard work. Staff need to be identified, trained, and given time to do it right; be ready to handle the incoming traffic if your callouts and other outreach succeed and you have plenty of takers. Design for potential over-supply of information!; project management is a discipline unto itself. Without it, news sites will find it hard to succeed at establishing memberful routines; members in their natural state do not necessarily know what news organizations need from them. We have to teach them that part." (Conclusion, page 53) more

"This report is intended to aid staff from news organizations and media entrepreneurs who wish to grow their revenue by deepening interactions with their audiences. It’s based on hundreds of conversations and interviews with journalists, managers, and members themselves, including newsroom fieldwo ... rk and observation, as well as focus groups with supporters of news sites. We use these findings to share strategic and tactical considerations for building audience revenue programs. We also share detailed examples of ways that news organizations around the world are experimenting with new approaches to raising funds and supporting myriad forms of audience participation." (Abstract) more