Announcement: New Match Cap & Bonuses

— Published December 21, 2020

The Google News Initiative and Abrams Foundation are investing a combined $1 million in the 2020 NewsMatch fund, bringing the program’s total investment in nonprofit news organizations to more than $5 million this year.

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What does this mean for participating newsrooms?

  • The NewsMatch total campaign match cap will increase to $12,500 (originally $11,500).
  • The Google News Initiative’s (GNI) $750,000 contribution will be awarded in the form of two bonuses to newsrooms that meet the original match cap of $11,500.
    • GNI Bonus: All participating newsrooms that reach the original campaign match cap of $11,500 in eligible donations will receive an additional $2,500 from the Google News Initiative.
    • GNI Start Up Bonus: Startup news organizations whose publications were founded in 2018, 2019, or 2020 will receive an additional bonus from the Google News Initiative if they reach the original campaign match cap of $11,500 in eligible donations AND secure at least 100 first-time donors between Nov. 1 to Dec. 31, 2020.
    • Access to GNI Learning Resources: All participating newsrooms will also receive coaching and personalized support across GNI tools and training, including News Consumer Insights and the GNI Digital Growth Program. Look out for more details from NewsMatch on how to take advantage of these resources in the new year.
  • For more information about these changes (and other) bonuses, including the definition of first-time donors and eligible donations, please visit the Match Eligibility Standards, Match Caps & Bonuses (2020) on NewsMatch HQ. If you don’t find what you’re looking for, please feel free to send a note to

How should I message this announcement to my audience?

We’ve created a set of resources specifically to help newsrooms leverage this update to promote giving to their organization.


If your organization has not yet reached the match cap

  • If your organization has yet to reach the original campaign match cap of $11,500, this should be your one and only focus. 
  • Your appeals should point towards this $11,500 goal as an opportunity to unlock a $2,500 bonus from the Google News Initiative.
  • Once your organization reaches the $11,500 goal, take a moment to celebrate then announce that the next $1,000 (up to $12,500) will be matched thanks to new funders that have joined NewsMatch.
  • Essentially, we recommend you wait to announce the increased match cap until you’ve reached the original $11,500 that’s been stated in your past appeals and messages.

If your organization has already reached the $11,500 match cap

  • If your organization has already reached the original match cap of $11,500, congratulations! You are qualified to receive the GNI Bonus. Use this announcement as an opportunity to let major donors and funders know about the swell of philanthropic support for nonprofit news around the country.
  • This is a great way to open the door for a conversation about what your newsroom has planned for the funds you will receive and what you see as the impact a new donor can have on achieving your 2021 goals. 
  • We also talked about taking this route in the NewsMatch Info Exchange on planning the final days of your campaign. Take a look at our notes here.
  • If you’re successful in setting up a call, what should you do next? Take a look at some of the ideas we gathered in the notes from the NewsMatch Info Exchange on securing local matches. You can also begin INN's News Giving Roadmap assessment to access resources to develop a script and stewardship plan.

Not sure what to do or fall somewhere in between these scenarios? Schedule a one-on-one with one of our coaches. We’re happy to be thought partners and help you put a plan into action.

Updated list of NewsMatch Funders

NewsMatch is generously supported by Democracy Fund, the  John S. and James L. Knight Foundation, Facebook Journalism Project, Google News Initiative, Abrams Foundation, Bernard and Anne Spitzer Charitable Trust,  Inasmuch FoundationIndependence Public Media Foundation, Jonathan Logan Family Foundation, Rita Allen Foundation, Natasha and Dirk Ziff, Present Progressive Fund at Schwab Charitable,  S. D. Bechtel, Jr. Foundation, Walton Family FoundationWilliam & Flora Hewlett Foundation, and Wyncote Foundation.

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