Beyond the Match: What 2024 Taught Us About the Future of Local News in New Mexico
Local news isn’t dead in New Mexico — not even close. But it does need our help. It requires all of us. That’s why the New Mexico Local News Fund ran its fourth annual Matching Campaign this past December, giving 19 local newsrooms across the state the chance to double their fundraising efforts and connect with their communities in new ways.
From December 1–31, newsrooms took to the airwaves, inboxes, and street corners to make the case that local journalism matters. Every dollar raised was matched up to $7,500, so even the smallest donations went twice as far.
The Results Are In
- 19 participating outlets from across the state
- $211,671.63 raised
- $125,038 in matching funds disbursed
- 15 newsrooms reached the full $7,500 match
This year, the campaign continued to demonstrate that no matter the size or structure of the newsroom — nonprofit, for-profit, startup, legacy outlet, or volunteer-powered publication — community support can (and does) sustain the work.
Old-School and Online: A Hybrid Hustle
Newsrooms got creative. Community radio stations leaned on their DJs to drop fundraising pitches live on air. Others sent out heartfelt newsletters, launched new donation pages, or hosted open house events where neighbors could pop in, talk to the staff, and hand off checks in person. Some relied heavily on social media. Others went analog, with local businesses posting flyers.
One of the biggest takeaways this year? Start early and plan smart. We saw that newsrooms that mapped out their email timelines, social posts, and campaign themes ahead of time had a more straightforward path to success. Even something as simple as pre-scheduling emails freed teams to adapt and engage more personally with their communities in real-time.
Digital Support Goes a Long Way
A few smaller outlets benefited from coaching and toolkits through national partners, helping them launch or upgrade their donation infrastructure. Whether setting up one-time and recurring donation options, designing thank-you email sequences, or tracking progress, a little extra digital help made a big difference.
The Power of Personal Pitches
This year proved again how powerful it is to let community voices make the pitch. Newsrooms that featured testimonials from readers, local leaders, or even festival organizers saw strong engagement. When the ask comes from someone who isn’t the publisher, it often hits differently.
And Don’t Forget the Follow-Up
Fundraising is only part one. Stewardship is part two. The most successful outlets didn’t stop on January 1. They sent handwritten thank-you notes, updated their websites with donor shout-outs, and followed up with new subscribers. The message was clear: We see you, and we appreciate you.
So, What’s Next?
While the campaign only runs for a month, the mission to sustain local journalism continues year-round. You can still support your favorite newsroom today if you missed the December window. Subscriptions, one-time gifts, and monthly donations all go a long way toward helping reporters continue doing what they do best: covering our communities with depth, care, and accountability.
If you gave up during the campaign, thank you. You made a difference. And if you didn’t, there’s always time to start.
Denise Zubizarreta is the Director of Development & Communications at New Mexico Local News Fund. As a cultural operations specialist and storyteller, Denise leads efforts to grow support for local journalism in New Mexico through community engagement, creative strategy, and advocacy. She believes in the power of storytelling to transform communities and is passionate about building sustainable futures for local media.
