Testing audience engagement tools

Bitch Media
Award Amount: $15,000

Bitch Media tested whether giving audience members tools to engage with news coverage would increase the conversion rate of occasional users to sustaining members and increase their financial support of news coverage.

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Bitch Media: Turning Readers Into Funders

Could a digital platform designed to deepen the relationship between readers and reporters help nonprofit news outlets solve their funding challenges? Bitch Media put Hearken to the test. Hearken, the audience-engagement tool that invites readers to help shape the news by inviting them to interact with journalists as stories are reported, has developed a reputation for helping media outlets generate higher traffic to their sites and attract younger, more diverse readers. But integrating the tool into existing digital fundraising strategies may also be a promising way for nonprofit media organizations to raise money from readers. That’s what Bitch Media, a nonprofit, independent, feminist media organization, discovered when it deployed the Hearken platform and then studied its readers for a year.