DESCRIPTION OF THE PROJECT
Grechka Media is launching a research project to gain a better understanding of what motivates its readers to support independent journalism financially. Although we already have a loyal audience, To develop a sustainable reader-based funding model, however, we will conduct 20 in-depth interviews with three key audience groups: those who already support us; those who considered supporting us but didn't; and those who support other media.
With the support of this grant, we are partnering with specialised media researchers from the Media Development Foundation, a Ukrainian organisation with experience in audience analysis and media sustainability. Their expertise will enable us to use the Jobs To Be Done methodology to identify patterns of behaviour, motivations, and barriers.
The findings will guide the development of effective communication strategies tailored to different audience segments. Ultimately, this project will help Grechka to reduce its dependence on unreliable sources of income, such as donations and advertising revenue, strengthen its ties with the local community and establish a more resilient and self-sufficient media model.
GOALS
The project will result in in-depth research to improve our understanding of what motivates or prevents Grechka’s readers from supporting the media financially. We will identify the key motivations, barriers and concerns of the audience, using these insights to create clear behavioural profiles and tailored communication strategies. These strategies will be tested through a small-scale fundraising campaign to help us assess which messages effectively encourage support. The findings will lay the groundwork for a long-term funding model based on readers that can be scaled up in future to increase Grechka’s financial sustainability and independence.
