How five LION members are maximizing revenue and community engagement through events

In 2024, a growing number of LION members turned to events as a strategy to strengthen community connections, amplify marginalized voices, and generate revenue. Of our 585 members, 45% — or 264 organizations — now offer events as part of their product lineup. However, only 12.8% of those, or 33 organizations, are currently seeing direct revenue from their efforts.

Events are rarely a stand-alone revenue source. Instead, they often complement a range of other streams. On average, LION members who host events rely on more than two revenue streams, including common sources like philanthropy (48%), small individual gifts (42%), and advertising (nearly 40%). And by hosting events, newsrooms can engage more deeply with their communities while opening the doors to (or strengthening) other revenue streams, as event impact is easy to quantify and makes a compelling case for funders, advertisers, and sponsors to invest in your work.

While there’s no one right way to plan and execute an event, below, we’ve outlined some core themes and helpful tips from LION members who have found success. If you’re thinking about adding events to your product mix, these examples and lessons learned can help you on your way.

Throw events as a solopreneur

Even LION members with just one full-time staff member — 41% of them, in fact — are prioritizing events as a way to engage with their communities.

In 2023, Burlington Buzz, a hyperlocal, one-person newsroom based in Massachusetts founded by Nicci Kadilak, took a bold step in building community connections by hosting its first-ever Civic Expo. The goal? To make local government more accessible to residents and foster deeper community engagement. “Local journalism isn’t just about reporting,” Nicci said, “it’s about fostering connections, and this event shows how impactful that can be.”

Nicci wanted to introduce people to the departments and individuals who impact their daily lives, in a setting where they could feel comfortable asking questions. The event attracted roughly 100 attendees and featured 41 local organizations. 

The Buzz partnered with the town clerk and hosted the Civic Expo in a municipal building, which allowed them to save on venue costs. “Local businesses were amazing. One bakery donated pastries, and a coffee shop reached out to provide drinks,” she said. “A local grocery store even gave us a gift card. It was a true community effort.” The only major expense was a $150 vinyl banner. 

To ensure the event was truly accessible, the Buzz arranged child care. “We wanted to create an environment where families could come and feel at ease,” Nicci said.  And to foster meaningful interactions, she placed informational brochures at each table and introduced door prizes for attendees visiting more booths and engaging with department representatives. “The door prizes helped make it fun while ensuring people interacted with as many departments as possible.”

The event wasn’t just a chance for residents to learn more about their local government; it also drove measurable outcomes for the Buzz. Nicci saw a small but meaningful boost in newsletter sign-ups, but more importantly, she observed an increase in trust between her newsroom and the community. “It wasn’t just about the numbers. People really appreciated the effort we put into creating this space,” she said. “The event laid the groundwork for future community gatherings, and residents are already asking when the next Expo will be.”

Another LION solopreneur, Jonathan Maus, founder of Bike Portland, started his first major foray into community engagement about 12 years ago. He did a series of monthly events where he’d invite city officials to bring maps and plans, and have informal conversations with community members. “It was a fun, happy-hour-style gathering with a corporate sponsor covering the costs for a year,” Jonathan said. These events took place in different parts of the city to show Bike Portland’s commitment to the entire community, not just the city center. However, while successful, the logistics and effort of organizing these gatherings eventually became overwhelming. “I’m basically a one-man shop,” he said. “Finding free venues, organizing, promoting, attending, and doing recaps — it was too much.”

After stepping away from events for a while, an unexpected opportunity arose in 2023. A business owner who ran two establishments on a vibrant, car-free street called Jonathan, hoping to bring more cyclists to the area. “At first, I thought, ‘buy an ad,’ because how else do you think I’ve survived?” he said. But soon, he realized this could be something special. The location — a beautiful street with picnic tables, a rainbow-painted road, and a stage — was too good to pass up. “I suggested we do a ‘Bike Happy Hour,’ where cyclists could gather in a casual, consistent space,” he said.

From the start, the event gained traction. Jonathan promoted it a bit before the first event, and people showed up in droves. He quickly realized the community wanted a place to get together, talk about bikes, and just hang out. Jonathan emphasizes that Bike Portland is rooted in the community, and Bike Happy Hour is an extension of that. “For me, it’s about getting offline and meeting people in person,” he said. In a time when the world feels so divisive, these events give the community a chance to connect face-to-face. He’s also keen on ensuring the space feels inclusive and welcoming. “I tell people to keep their shoulders open so anyone can join their circle,” he said.

The weekly consistency of Bike Happy Hour has turned it into an institution. “We’ve never missed a week — 77 weeks straight — and in the summer, we were getting 100 to 150 people regularly.” The event has even become a platform for political candidates to engage with the community. They have had over 40 candidates speak, including two mayoral candidates. One night, they had 28 candidates from across the city participating in a ‘fix a flat’ competition, where they had to change a bike tire. “It was such a hit!” he said.

The impact of Bike Happy Hour extends beyond just community engagement. It’s a gold mine for content. Jonathan can record live interviews and create reels from the candidates’ speeches. It’s also great for networking — people connect, businesses get involved, and the community feels more engaged. Despite its success, Jonathan admits that keeping things fresh is a challenge. “People come up to me asking, ‘Who’s the special guest tonight?’ I have to make sure it’s always interesting. Events require reinvention — if you sit back, the novelty wears off.”

Although Bike Happy Hour doesn’t generate direct revenue, it has value in other ways. “I’m not aggressively monetizing it,” Jonathan said, “but I’ve had advertisers sponsor specific nights, and I make an appeal for subscriptions during the open mic portion.” People know they can come talk to Jonathan in person, and that creates accountability. For Jonathan, Bike Happy Hour is one of the best things Bike Portland has done for the community. “I’ve done a lot in 19 years, but this event — bringing people together every week — has been one of the most impactful.”

Takeaways for other newsrooms:

1. Leverage community partnerships: Work with local stakeholders to tap into existing resources and reduce expenses. Focus spending on strategic needs, and rely on community and local businesses’ support for the rest.
2. Remove barriers to participation and go where the community is: Offering services like child care can make events more accessible. Also, by hosting events in different neighborhoods, you can show that your newsroom is invested in the entire community, helping you reach diverse audiences and demonstrating your commitment to all areas.
3. Incorporate interactive elements: Engaging activities like door prizes encourage deeper interactions between attendees and local departments. These fun elements not only boost engagement but make the event memorable.
4. Leverage events as content opportunities: Record live interviews, create social media posts, and capture attendee insights. These materials can fuel your coverage and provide unique, engaging content that resonates with your community even after the event is over.

Boost the rest of your revenue streams

Verified News Network (VNN), a Native-owned, independent newsroom, has always prioritized in-person events. “Seventy-five percent of our team is Indigenous, and the other 25% are connected to the Indigenous community in one way or another — whether through marriage, family, or close friendships,” said Brittany Harlow, VNN’s executive director. This deep connection to Indigenous culture shapes the way the newsroom operates, particularly when it comes to in-person events. “A big part of Native culture is sharing meals and engaging face-to-face. It’s how trust is built,” she emphasized.

Despite hearing that “in-person events are money pits,” VNN pursued them as a vital tool for overcoming challenges posed by digital platforms and to boost other revenue streams. With news increasingly deprioritized by social media algorithms or lost in junk email, face-to-face events have become a way to stay visible. “People can see what we’re doing and engage with our work in real-time,” Brittany said. 

The result? Their events have not only broken down barriers, particularly among communities that historically mistrust traditional media, but also evolved into a core strategy for sustaining the newsroom’s financial health. VNN’s event strategy isn’t just about showing up — it’s also about gathering data that fuels other revenue streams, particularly through grants and sponsorships. 

Each event is followed by a post-event survey that collects both quantitative and qualitative feedback. “We ask attendees about their experience to measure whether our event met their expectations and what topics they want to see more of,” said Brittany. This allows the team to present hard data to funders: How many people attended? How did they benefit? What topics mattered most? “If we can prove that people are hungry for the information and the trust we’re building, it strengthens our case for funding,” she added.

VNN partnered with Osage News to provide consulting services on their sustainable news strategy. After reviewing their LION Sustainability Audit, Brittany realized Osage didn’t have a series of regular in-person events, which presented an opportunity. At the time, the Killers of the Flower Moon movie was nearing release, and the Osage News team wanted to capitalize on the momentum for their community. “While they had already planned a bus tour, we worked together to expand their event strategy by focusing on how to collect feedback, learn from the event, and keep the momentum going,” said Brittany. 

VNN’s event strategy also includes securing sponsorships and applying for grants to ensure the long-term sustainability of these initiatives. One of their standout successes was the American Indian History Symposium, a $30,000 event largely funded through sponsorships. “When we first started, our events ranged from $2,000 to $5,000, but with community support and sponsorships, we’ve been able to raise the bar significantly,” Brittany shared. The events, though not revenue drivers by the traditional ticket sales metric, have helped expand their audience, build trust, and lay the groundwork for future sponsorships and grants.

Takeaways for other newsrooms:

1. Collect feedback and data: Every event VNN hosts includes a detailed post-event survey to gather qualitative and quantitative data. This data has been crucial for writing grants and securing future sponsorships.
2. Secure sponsorships early: By focusing on community engagement and delivering value to sponsors, VNN has been able to scale its events significantly, from $2,000 to $30,000 in costs, with sponsorship covering much of the expense.
3. Create a sustainable event planning system: VNN recommends planning at least 60 days in advance and ensuring that post-event evaluation is part of the standard process. This allows newsrooms to learn, adapt, and improve each time.

Consider hiring an event manager

Nora Hertel, founder of The Optimist, had a clear vision when she started hosting events. Initially, she thought they’d serve as fundraisers. With the help of grant funding, she hired an event manager to get things off the ground. But as time went on, the events evolved into something more than just moneymakers — they became powerful tools for sparking conversations on tough issues, all rooted in the practice of dialogue journalism.

“We borrowed a lot from dialogue journalism,” Nora explains. “There’s an organization called Spaceship Media, which defines it, and we’ve really been experimenting with it.” They ask themselves, “How do we get people into the room? How do we structure the conversation to ensure participants have a positive experience as we lead discussions on difficult topics?” Their role is to facilitate those conversations and then report on them, allowing those who aren’t yet ready to join the discussion to see that meaningful and constructive dialogue is possible.

Key to their success has been building strong local partnerships. One of The Optimist’s standout events brought together the East African and European-descended communities in St. Cloud, Minnesota, to talk about belonging and cultural bridging. “We created a script with intentional questions and set ground rules to make sure everyone felt safe in the conversation,” Nora explains. By keeping the groups small — just six people at a table — they were able to foster deep, meaningful dialogue.

Nora admits that while the events are impactful, they aren’t measured by attendance numbers alone. The groups are usually small, so they are limited by their capacity to provide trained moderators. “Our biggest successes come from having local partners who are deeply invested in the event and help bring their community members in,” she said. “That’s far more effective than social media or newsletters.”

The experience of managing events has been a learning process. “When I planned our first event by myself, it took over my entire schedule,” she remembers. She wasn’t able to keep up with the weekly newsletter or reporting, which made hiring an event manager such a relief. The new hire not only enjoys the work but also brings a wealth of experience to the role, allowing Nora to refocus on reporting. They meet once a week to stay aligned, and the event manager maintains constant communication with the journalists, ensuring everything stays coordinated.

While Nora originally hoped events would be a big revenue driver, she’s now developing a more comprehensive monetization strategy. This includes seeking sponsors and offering event services as a paid consulting package for businesses and nonprofits. “We’re working on setting prices for our services,” Nora said. “Right now, we estimate about $5,000 per event when we apply for grants, which covers time, printed materials, mileage, and post-event reporting.”

So far, The Optimist has secured a $50,000 grant from the McKnight Foundation to fund their first year of events. They’ve also received smaller grants — $5,000 and $10,000 — for upcoming events on social isolation. “We’ve done well with grants so far, but we’re always looking for new funding sources,” she says.

For Nora, it’s not all about crunching the numbers; it’s critical to maintain connection well after the events end. The Optimist also surveys participants after every event and is working on following up a year later to see how the experience impacted attendees. “The best part is seeing the energy in the room,” Nora reflects. “At our successful events, people walk away with new friends, supporting each other’s businesses and connecting in ways they never expected.”

But not every event goes smoothly. Two virtual events — one on gun control and another on nuclear power — fell short. The gun-control event struggled because participants didn’t understand the focus in advance. It was supposed to be about values and experiences, not policy, and some people found that difficult. The nuclear event attracted industry professionals who overwhelmed the conversation with technical data instead of personal stories.

Nora’s takeaway from these experiences is clear: “You need strong local partners, thorough preparation, and a focus on creating a comfortable space for people to engage. Whether that’s through food, art, or even something like humming — anything that helps participants stay present in the conversation.” Looking ahead, Nora is still figuring out how to make events financially sustainable. “We’re still cracking the code on how to make them pay for themselves, but we’re getting there.”

Takeaways for other newsrooms:

1. Start small and prioritize impact over attendance: For The Optimist, success isn’t about the size of the crowd but the quality of the conversation. With small groups of around six people per table, Nora’s events focus on meaningful interactions rather than filling seats. This approach can be especially effective for newsrooms with limited resources, as it emphasizes impact over scale and allows for more controlled and focused discussions.
2. Consider hiring an event manager to streamline operations: Managing events can be time-consuming and take attention away from other important tasks, like reporting. For The Optimist, hiring an event manager was a game changer, allowing the newsroom to focus on content while ensuring events run smoothly. Delegating event planning to a dedicated person can improve efficiency and help align event goals with broader newsroom objectives.
3. Learn from previous mistakes and get ready to pivot: The ability to iterate and adjust based on feedback is essential for long-term success. Nora continually experiments with formats and topics, applying lessons learned from past events to improve future ones. For other newsrooms, this mindset of flexibility — analyzing what works, acknowledging what doesn’t, and making adjustments — ensures that events can evolve over time.

Learn from the Community Priorities Model

BridgeDetroit is a hyperlocal nonprofit serving the residents of Detroit, Michigan, and its primary goal is to provide Detroiters with the information and resources they need to engage in civic life. When the organization was founded in 2020, the focus from the start was on community engagement, especially through events. “We call this approach the ‘Community Priorities Model,’ which is built around engaging residents, listening to their needs, and then creating a newsroom that responds to those needs,” said Executive Director Laurén Abdel-Razzaq.

The model involves attending community meetings across the city’s districts, gathering feedback, and using that input to inform BridgeDetroit’s coverage. They also established a community advisory committee composed of residents, business owners, and nonprofit leaders, which helps shape their work. Events play a significant role in this model — BridgeDetroit collects feedback, produces stories, and sometimes transforms the most impactful topics into events that are brought back to the community.

Of course, the model isn’t perfect, and timing is something they’re constantly learning from. For instance, the team held a major election information event in June, but Laurén noted, “Now people are asking why we aren’t doing it closer to the election. We tried to get ahead of the primary, but clearly, we were too early.”

They pick certain topics and organize a series of conversations, where they invite a group of people to do Q&As or speak directly to residents. Lately, they’ve been coupling these conversations with bringing in other people related to the theme and allowing attendees to get the resources they need all in one place. In August, they did an event focused on housing and home repair, and now they’re focusing on refugee resources, bringing together things that new residents of Detroit might need.

In October, BridgeDetroit also hosted a Youth Public Safety Town Hall to engage younger residents. The goal was to connect with a demographic that doesn’t often participate in their events — middle and high school students. “We reach a lot of adults and seniors through our coverage and events, but we don’t often get a chance to talk with kids,” said Laurén. “This was an opportunity to see what engaging with younger audiences could do for us, and hopefully, we can take what we learn to help shape and build connections.”

The intention behind the event was clear: to give young people a platform to voice their concerns and questions on issues that impact them directly. “Working with youth is one of the toughest things,” Laurén explained. “You want to protect them because sometimes they don’t fully understand the consequences of speaking up. But they want a platform, they want to be heard, and they’re often the ones most affected and the most capable of speaking truth to power.” Around 35 students, some parents and a few teachers attended.

BridgeDetroit has been refining its engagement strategy, using its engagement engine to track interactions and build ongoing relationships with the community. “We’re making sure that whenever we interact with someone — whether it’s at an event, through a question they send us, or just meeting them in the course of business — we collect their information, if they’re willing, and add it to our engagement engine,” Laurén said. The team classifies people by the topics they’re interested in, so if a relevant story comes up, they can follow up. “For example, if someone came to us talking about a specific high school, and we later cover a story about that school, we can reach out to them as a source.”

For events, the process is designed to be inclusive and accessible. “All of our events are free,” Laurén noted, adding that the community they serve is primarily low-income. “We wanted to make sure these events are accessible, educational, and valuable for everyone.” Attendees are checked in, and their information is logged to continue engagement, whether through newsletters, which currently reach about 30,000 active subscribers, or through follow-up stories and thank-you emails.

In addition to events, BridgeDetroit has expanded its engagement strategy by launching a magazine this year. “We’ve been aligning our magazine themes with the events we host,” Laurén shared. For instance, the August event focused on housing and home repair, and their latest magazine issue, which came out in October, features a comprehensive guide on the same topic. “It’s about creating a holistic experience — providing resources at the event, then reinforcing that with printed materials for those who couldn’t attend or need further information.”

Takeaways for other newsrooms:

1. Implement an engagement tracker: Develop a system to track interactions with community members during events. Log key details, such as attendees’ names, contact information, and the topics they expressed interest in. Classify community members by their interests or needs. For example, if someone attends an event focused on housing issues, tag them as interested in housing resources. This allows you to personalize your outreach efforts later on.
2. Reinforce your events with supplementary materials: Like BridgeDetroit, consider creating printed materials such as magazines or guides that coincide with your events. This can extend your reach to those who prefer or require non-digital formats or could not attend the event.