DESCRIPTION OF THE PROJECT
Rubryka, Ukraine’s leading solutions journalism media outlet, is exploring ways to sustain its English-language reporting through direct audience support. As international donor funding is shrinking, we are piloting a donation-based model to engage with and reach English-speaking audiences, including Ukrainians living abroad and allies of Ukraine around the world.
We are conducting interviews and surveys to understand what motivates this audience to support independent journalism from Ukraine. Based on these insights, we will trial new formats, such as setting up a Patreon page or launching exclusive supporter updates, and evaluate their fundraising potential. Our goal is to connect people around the world with constructive, hopeful stories from Ukraine and ensure that engagement is sustainable.
GOALS
The aim of this project is to identify effective ways to monetise Rubryka’s English-language content by engaging with its audience. To this end, we will:
- Conduct eight in-depth interviews and an online survey to gain a better understanding of our international audience.
- Develop and test prototype formats, such as Patreon campaign.
- Track engagement, collect feedback, and evaluate willingness to donate.
- Create a summary report containing the key findings and recommendations for long-term sustainability.
The ultimate goal is to forge closer ties with English-speaking supporters and reduce reliance on traditional donor funding.
