Funding civic journalism
Creating a corporate sponsorship program that supports mission and growth
Problem
The B Square Bulletin needed a sustainable, professional funding model to support its goals of becoming a nonprofit and expanding its newsroom.
Solution
Write Design Group developed a corporate sponsorship program, complete with messaging, materials, and internal tools, and aligned with B Square’s mission.
Backstory
The B Square Bulletin is Bloomington’s only newsroom committed to full-spectrum civic journalism. Founded by veteran journalist Dave Askins, the publication is known for its original reporting, watchdog focus, and transparency-first approach. As B Square looked to grow — adding staff, increasing coverage, and formalizing nonprofit status — it needed a reliable way for local businesses to support its mission.
Objective
Design a corporate sponsorship program that reflects B Square’s values, helps fund its expansion, and positions the organization for long-term sustainability, starting with a strong go-to-market foundation.
Approach
Write Design Group was referred to B Square Bulletin by longtime civic tech advocates Doc and Joyce Searls — and from our first meeting with editor Dave Askins, we knew this was going to be a special kind of project. B Square didn’t just need a funding mechanism; it needed a program that could reinforce its values, protect its independence, and support its path to becoming a nonprofit organization with an expanded newsroom.
At the outset, we believed in the potential of corporate sponsorship, but it wasn’t until we dug into the national research on communities that have lost local watchdog journalism that the stakes truly clicked. Without an outlet like The B Square Bulletin, the risks to our local democracy felt personal.
One of the most powerful a-ha moments came when we realized that B Square often operates as the only media presence in critical public meetings. Its document repository, BloomDocs.org, provides free, transparent access to source materials — not just for readers, but for other journalists and public officials. This isn’t just reporting; it’s infrastructure for civic life.
The alignment between our team and B Square was immediate. With our shared background in publishing, nonprofit communications, and corporate sponsorship, the project unfolded as a true collaboration. And frankly, every meeting with Dave was one of the most interesting meetings of the week.
Over time, our thinking evolved. We came to see that corporate sponsorship — while not the simplest option — was the most values-aligned route. The businesses most likely to support B Square are those that understand the importance of civic accountability. We designed a program that invites them to show up for democracy.
What we’re most proud of: the clarity and strength of the narrative. The one-sheets, the pitch deck, the tier language — every piece of it reflects both the reality of the work and the promise of what’s possible.
Results
Write Design Group created a full-scale, market-ready corporate sponsorship program designed to support B Square’s transition to nonprofit status and newsroom growth. The program reflects B Square’s values, voice, and civic mission, and it is built to function with the resources of a small, independent newsroom.
“Kelly and Jim proved instantly they understand the journalistic ethos of The B Square Bulletin, and when to scrap fancy words like ‘ethos,’” said Dave Askins, reporter and B Square founder.
Deliverables included:
A strategic, mission-aligned sponsorship framework with clearly defined tiers and benefits
A comprehensive, board-ready corporate profile for use in sponsorship outreach, strategic communications, and organizational development
Basic sales collateral, including branded one-pagers, elevator pitches, email templates, and proposal formats
A sponsor acknowledgment playbook customized for B Square’s publishing systems
Internal tools to manage contracts, track acknowledgments, and generate sponsor impact reports
A complete documentation suite that positions B Square to confidently enter the market, cultivate sponsor relationships, and sustain long-term support
The final result: B Square is fully prepared to launch its sponsorship program, backed by tools and materials that reflect its professionalism, values, and community impact.
“They [Write Design Group] kept the project moving, never letting it lose momentum,” Askins said. “They’re professional—straightforward and easy to work with.”