Center for Public Integrity shifts strategy

The Center for Public Integrity, a nonprofit news organization launched decades before the decline of traditional journalism outlets made such organizations the rage, is planning a strategic overhaul aimed at matching donations with earned income in hopes of charting a more sustainable path for nonprofit journalism.

The new strategy, unanimously approved by the Center's board last Friday, will seek to make the Center's website a high-traffic destination that can generate revenue through underwriting (nonprofit speak for ads) and membership (nonprofit speak for subscriptions). Until now, the Center has focused on partnering with other media outlets, such as The New York Times, The Wall Street Journal and POLITICO, to get its stories to the wider public.