Lessons from The Baltimore Beat’s Community-Driven Revenue Model

Baltimore Beat, a Black-led, nonprofit newsroom, is building a powerful case for what sustainable, community-rooted journalism can look like—with the right kind of investment and trust from funders.

Rather than chasing scale or click-throughs, The Beat is focused on experimentation, innovation, and hyperlocal impact. This ethos—one that many funders champion but few media outlets can afford to adopt—is central to its success.

“People love our print edition. It makes people slow down and get away from a screen. Our idea to run graduation photos in the paper was a successful operation, but didn’t bring in a ton,” said Baltimore Beat CFO Jonathan Keen. “That gives us the insight we need to try different things.”

Earlier this year, the Beat piloted a campaign inviting families to publish high school graduation photos in its print edition. That particular campaign only generated $300. But in The Beat’s model, that’s not failure—that’s data. Based on what they learned, they’ll expand the initiative next year to include middle school graduates and launch outreach earlier. For funders, it’s a reminder: pilots don’t have to be profitable to be valuable.

Revenue Rooted in Relationships

Baltimore Beat’s fundraising strategy centers community—not just as an audience, but as collaborators. Some revenue ideas are unconventional, but they’re grounded in local culture and interests.

• A branded beer partnership with a local brewery brought in $1,000 in its first month.
• They’re considering Baltimore Beat-branded cannabis gummies to tap into a fast-growing market.
• Their annual Summer Jam event is evolving, with higher ticket prices and expanded sponsorship to deepen engagement and diversify revenue.

Behind these experiments is a thoughtful strategy: grow incrementally, listen carefully, and adapt.

At the heart of these efforts is a deeper investment in infrastructure. The Beat is designing a new hybrid role that blends fundraising and audience engagement—using first-party data and community feedback to strengthen ties with readers and donors alike.

Showing Up With More Than Stories

Baltimore Beat is also demonstrating what it means for journalism to meet the moment—not just with headlines, but with harm reduction and life-saving resources.

In early 2025, they partnered with Baltimore Harm Reduction to stock their print distribution boxes (“Beat Boxes”) with Narcan and drug testing supplies. The impact was immediate and tangible:

Baltimore Beat’s Director of Outreach Eze Jackson used Narcan from one of those boxes to help save the life of someone who was overdosing.

This is journalism that protects, not just informs—a model that funders focused on public health, racial justice, and civic trust should take seriously.

Recognition is following impact: Baltimore Magazine recently named the Beat to its annual “Best Of” list, underscoring the outlet’s growing role as a civic and cultural anchor.

Why This Matters for Funders

Baltimore Beat is building a resilient, replicable model for sustainable local journalism. For funders, it offers a roadmap for supporting not just individual outlets, but a new paradigm:

• Start small, learn fast: Even modest experiments yield rich insight.
• Root revenue in relationships: Partnerships build brand, loyalty, and trust.
• Integrate fundraising and engagement: Shared roles drive both mission and margin.
• Invest in collective growth: Peer learning boosts sector-wide innovation.
• Show up in person: Events, harm reduction, and physical presence strengthen trust.
• Use tech with intention: First-party data and ethical AI enhance strategy without compromising values.

Baltimore Beat isn’t chasing scale—it’s building staying power.

For philanthropy, the takeaway is clear: community-driven journalism thrives when trusted with the resources to experiment, adapt, and lead. Baltimore Beat is already proving what’s possible.