News Nonprofits Share Live Event Strategies

Five nonprofit news organizations shared their strategies for building audience and revenue through live events at the Institute for Nonprofit News (INN) annual conference, held last month in Pittsburgh. The "Events that Build Audience and Revenue" session, which was standing-room-only, highlighted various approaches to event experimentation, emphasizing collaboration and leveraging unique community offerings.

Naomi Gordon-Loebl, deputy editor at Jewish Currents, advised newsrooms to identify what unique value they can provide to their audience, suggesting this as the core for event development. This principle was exemplified by the Swampscott Tides, a small nonprofit newsroom in Massachusetts. Anne Driscoll, board president of the Swampscott Tides, drew inspiration from her experience with The Moth's live storytelling events to create "Fish Tales," an annual storytelling evening launched in 2025.

The "Fish Tales" event features six community storytellers, including local figures and residents, who share stories based on locally relevant themes. Storytellers receive coaching from experienced individuals, including Driscoll herself. The Swampscott Tides has themed its events around the "coastal vibe" of the town, with past themes including "Changing Tides" in 2025 and "A Fish Out of Water" in 2026, and a planned "Off the Hook" for 2027. Driscoll noted that the event serves as a "celebration of Swampscott" and an opportunity for audience engagement and sponsor attraction.

While specific revenue figures or audience growth numbers were not detailed in the session, the success of "Fish Tales" indicates a positive impact on audience engagement and community connection for the Swampscott Tides. The common advice from the presenters underscored the importance of partnerships for publicity and focusing on the newsroom's distinct community role. The INN Days conference provided a platform for these organizations to share practical insights and foster a collaborative environment for developing innovative revenue streams through live programming.