Case Study

The Lenfest Council for Journalism and Democracy: How we built a thriving mid-level giving program rooted in community and access

April 24, 2025

This post is part of “Building a Thriving News Ecosystem,” a series from Knight Communities Network, a Lenfest Institute community of practice for local funders creating thriving news ecosystems.

In September 2018, two years after The Lenfest Institute for Journalism’s founding, we hosted a breakfast conversation about the future of journalism in Philadelphia — the birthplace of the First Amendment and our home. Nearly 200 people showed up for a behind-the-scenes look at our vision and work.

Guests received printed materials outlining our early investments in sustainable news and learned about a new initiative: The Lenfest Council for Journalism and Democracy. With an annual gift of $2,500 or more, individuals could become inaugural members.

“We wanted to introduce this new entity, and build a community for it,” said Annie McCain Madonia, chief advancement officer at the Institute. “But it didn’t have a ready-made constituency like a university, hospital, or orchestra.”

Following the event, the Institute mailed a solicitation letter inviting attendees to join the Lenfest Council. By the end of 2018, 47 donors had signed on, contributing $407,000. By 2024, membership had grown to 96 members giving a total of $1.2 million.

Here’s how The Lenfest Council for Journalism and Democracy has grown, and where it’s headed.

The problem:

In 2018, philanthropic support for journalism was — and still is — an unfamiliar concept for many potential donors. While the Institute had secured some major gifts, we saw untapped potential among mid-level donors: individuals able to contribute thousands of dollars annually, who are often overlooked by traditional fundraising models.

What worked:

Taking advantage of timing
Finding the right entry-level amount
Offering insider access
Making everyone feel welcome and included

Rebecca Forman, now chief development officer at The GroundTruth Project, joined the Institute as head of development and donor relations just a month after the Lenfest Council launched. “It was the middle of the first Trump administration, and a tumultuous time in local news,” she recalled. That environment made it ideal for gathering a community of people concerned about the state of journalism and democracy.

“People wanted something they could be a part of,” Forman said.

Initially, the Institute considered setting the entry point for Council membership at $10,000 but decided to evaluate that against gift levels at other institutions in Philadelphia.

It needed to align with entry levels that were typical in Philadelphia, and we ultimately landed on $2,500. While higher giving levels were listed on the original pledge form, there were no additional perks for larger gifts.

Instead, all Council members received something rare: “insider access” to the journalism process. In the early days, that meant gathering at The Philadelphia Inquirer for newsroom tours, followed by sitting in on the daily editorial meeting. Afterward, members met with the executive editor to ask questions and learn how coverage decisions were made. The conversation often continued at The Lenfest Institute’s office, where our CEO and Executive Director Jim Friedlich shared insights into the broader mission and impact of our journalism investments.

Expectations were clear — no talking, no questions — and members respected those boundaries.

Today, we continue to prioritize meaningful engagement. Our monthly stewardship emails, sent directly from development staff rather than automated platforms, share updates on the Institute’s impact and reinforce the value of community. Council events include Zoom and in person discussions with Inquirer reporters, candid conversations with newsroom leaders, and roundtable sessions on local journalism’s impact in Philadelphia and beyond.

What sets the Lenfest Council apart is its emphasis on identity over hierarchy. “So many donor events are segregated by gift level,” Forman noted. But with Lenfest Council events, a $2,500 donor receives the same opportunities as someone giving $100,000. “That doesn’t happen often,” she added.

By not listing donors by gift level, all Council members are recognized equally — a reflection of the Institute’s values around journalism and democracy. The approach has practical benefits, too: Donors who prefer privacy or wish to avoid additional solicitations feel reassured by the policy.

What we’d do differently:

Prioritize staffing
Engage younger donors
Explore new models

Although we made the Lenfest Council a priority, it was no one’s full-time job. Forman estimates she spent 30% of her time on the Council — not nearly enough to meet the demands of major donor cultivation and sustained growth. Without dedicated staffing, key opportunities went unrealized: hosting Council-driven events, developing custom materials, and building a volunteer program.

Going forward, we believe investing in a full-time major gift officer focused solely on donor engagement and Council development is essential. As Madonia said, “Organizations worry about how they can afford it, but you can’t afford not to do it.” Simply put, the role pays for itself.

At the Institute, we’re also exploring more creative ways to engage younger donors — through online campaigns, influencer partnerships, and programs that speak directly to the issues that resonate with them. Council members tend to skew older, and it’s worth considering the value of creating additional tiered giving opportunities, such as entry-level memberships or “step-up” programs that allow donors to gradually increase their support over time.

Finally, while we’re proud of the nimbleness and speed with which we launched the Council, a more intentional structure could have deepened its impact. Looking back, we wish we’d created materials tailored to Council members — including invitations, onboarding packets, and shareable leave-behinds. These touchpoints, though small, help reinforce a sense of belonging and commitment.

Lessons for others:

Just launch: Many organizations wait for everything to be perfect before launching a new program, but as Forman shared, there are benefits to moving quickly. “I think some of the success was that we were quick and nimble, and we just sort of launched it and went with it and continued to build and add to it.” In other words, don’t overthink it. Start with what you have, learn as you go, and let it grow from there.
Invest in people: Having a staffer focused on engagement can be a game-changer. While Forman wasn’t solely dedicated to the Lenfest Council, having part of her time carved out to focus on it was key to the program’s success. Still, Madonia noted that if she could do it differently, she’d hire someone full-time to grow the Lenfest Council without being pulled in other directions. If you can, designate a staffer to take the lead — even if it’s just a portion of their role — and give them the time and flexibility to really invest in it.
Be donor-ready: Before inviting people to join your giving program, ensure your internal systems are ready to support them. That doesn’t mean everything needs to be perfect, but it does mean having the basics in place: clear donation and gifts acceptance policies, a smooth process for receiving and acknowledging gifts, and editorial guardrails that help donors understand how their support fits into your mission without influencing coverage. As Forman and Madonia emphasized, these backend details may not be flashy, but they build trust and make your program feel credible from day one.
Even the playing field: Unlike most giving programs, the Lenfest Council recognizes donors by name only. “One of our most generous donors said from the very beginning, you shouldn’t list gift amounts,” Forman said. “I’d never heard of such a thing, but it’s worked beautifully.” This unique approach reinforces a culture of inclusivity and shared purpose, where every contribution matters, and no one feels outshined or overlooked.

Resources

You don’t need to reinvent the wheel to build a strong giving program. Below you’ll find examples of our Lenfest Council materials, including sample solicitations, stewardship emails, and thank yous. Feel free to tailor these to your audience — and be sure to share what works so other organizations can benefit from your learnings.