Recently, The New York Times used its readers’ interest in expanding access to good journalism to help buoy its ongoing educational programs. Its “sponsor a subscription” program has received enough funds to offer 1.3 million students free online subscriptions to the newspaper.
For slightly more than a month, The New York Times has been asking its subscribers for a little help in donating subscriptions to U.S. students.
The model is fascinating because the newspaper isn’t a nonprofit, and so contributors aren’t eligible for the tax benefits they get when they donate to a nonprofit organization. Even so, the approach is working—and well.
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