Magazines that speak to donors: web-only doesn't do it for many subscribers.

The nonprofit B-Word Worldwide needed to raise $40,000 in a month to publish its next issue of Bitch: Feminist Response to Pop Culture, a magazine affectionately known just as Bitch. Debbie Rasmussen, publisher and director, and Andi Zeisler, and co-founder and editorial director, explained the situation to Web site visitors in a video and within three days donations reached $74,000 in four weeks.

"I think that the campaign really demonstrates the power and what can happen when people really do feel like they are a part of a community," said Rasmussen, who was thrilled with the response, which reached more than $60,000 in less than a month.

Most nonprofits are feeling the strain when it comes to direct mail printing and distribution, but some are feeling additional stresses if they are publishing heftier magazines--with a price to match. "I think a lot of people don't think we are a nonprofit because that's not the conventional publishing model," said Rasmussen. Nearly 65 percent of B-Word's magazine revenue is from sales, a trend Rasmussen wants to change by increasing donations and bolstering the magazine's monthly sustainer program.

The magazine was started 12 years ago but gained nonprofit status in 2002. Managers are still assessing fundraising models that would work best. Rasmussen explained that its core mission is "to critique media and pop culture, not to publish a magazine," and the organization wants to expand programs, like developing writing seminars. "We're trying to do a ton of work with a tiny amount of people and resources," said Rasmussen. The organization plans to expand its Web site with podcasts and other multimedia options. The magazine was slated to hit newsstands in December, as this issue of The NonProfit Times was at the printer. Rasmussen is determined to create a sustainable fundraising model that can propel the magazine forward into 2009 and beyond.

Part of the battle is explaining to donors why they should fund a magazine. But part of its mission--critiquing marketing messages--makes donations even more important for publishing. "If you are also not supporting the media that is aligned with those values and those ideals, it's all going to come collapsing down," said Rasmussen, who wanted to look into more grant opportunities, even though the magazine's name might turn some grant makers off. "I think it's fair to say it works against us."

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Mother Jones also faced with an uphill battle when Steven Katz, vice president for strategy and development, started at the San Francisco-based organization six years ago. "We were spending a lot of time making the case that there was a reason why donors should support independent media, let alone Mother Jones," said Katz.

He said the 2003 Iraq invasion by U.S. forces, donors grasped the important role independent media played, which then shifted the conversation to why Mother Jones was the best fit for those donations. The magazine has paid circulation of more than 235,000, between subscribers and newsstand sales, and nearly 25,000 active donors. Mother Jones launched a "Mother Jones 2.0" capital campaign last year and has already raised more than two-thirds of its $3.75 million goal, according to Katz. Now while most media outlets are closing bureaus and cutting staff, Mother Jones opened a bureau in Washington, D.C.

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"When the rest of the media zigs, we zag," said Katz. The organization wants to expand planned gifts and online giving, especially since Mother Jones' Web site reached more than one million unique visitors this past September.

Other nonprofits use magazines as another cultivation tool and benefit for donors. AARP The Magazine boasts a readership base of 34.5 million--the largest circulation magazine in the world. And while the boomers may sign up to AARP for reduced rates at Sea World, the publication is one of the reasons they stick around.

"I think the publications are definitely one of the properties that attract our members into joining," said Michelle Alvarez, senior manager of media relations for AARP, supporting the organization's publications, broadcast and entertainment efforts. "Our research shows that one of the top three reasons that people tend to join AARP is for the discounts initially. But always one of the top reasons to renew the membership is the publications, and it goes back to it's our main vehicle for getting information out to our members."

Alvarez called AARP The Magazine the organization's "flagship," but the organization also has publications, like AARP Bulletin and the AARP Segunda Juventud, a bilingual publication for Hispanic members.

Nature Conservancy magazine also is constantly rated as the best membership benefit, outside of funding programming, by focus groups and member questionnaires, according to James King, director of production. But donors want the Arlington, Va.-based organization to be held accountable for the publication's sustainability.

Donors expect The Nature Conservancy to be environmentally conscious in its magazine printing, according to King. The organization decided to print within Forest Stewardship Council (FSC) standards, changed the type of paper and chose printers that would reduce fuel consumption--ultimately reducing the printing carbon footprint by 1,400 percent. "We pay a premium to produce the magazine the way we do just because our members expect it," said King.

The Nature Conservancy does not have paid outside advertising, which is another way the organization keeps donor account ability in mind. "All it would take is one Hummer ad being in our publication when gas is $5-a-gallon and people start questioning whether we really walk the walk," said King. "It's the most bizarre environment-coming from a for-profit environment," said King, who used to work in book publishing.

"Everything was bottom line-driven. All decisions were made according to the dollar. The organization has made a commitment to FSC and its mission--and they understand that it's going to cost more money. But our members expect it, our management supports it and that's the part that's a little odd. But I'll get used to it."

King said the creative and production costs amount to only $4 of the $50 donation even with the extra care, while the magazine becomes a great touch-point with donors.

There aren't printing costs associated with the Internet, but that doesn't mean organizations are clamoring for a strictly online presence. "Now the question is how do organizations with a legacy in print take the steps to adapt to a world in which you have to be proficient and sustainable on multiple platforms," said Katz, who thought that Mother Jones magazine attracted readers and writer alike with its in-depth stories that lend themselves to a print format.

AARP has expanded its media outreach to meet the growing demands of the more than 40 million members with AARP TV, AARP Books and multiple Web sites, and organization provides up-to-date information with the AARP Bulletin Today site. But the magazine isn't going away anytime soon. "We are not shying away from print--our print publications keep growing and our numbers keep growing," said Alvarez. "It's been a hard year for the print industry, but luckily we have a very unique story that ours has been very successful."

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