Who better to take the money than you

The New York Times gained 70k new subscribers in ONE MONTH the last time Trump was elected.

You might be thinking “this isn’t the right moment to ask for money.”

Guess who’s not thinking that?

The New York Times.

They plowed right ahead last night with their famous election needle game, despite their tech workforce being on strike.

And they’re gonna keep asking their readers and advertisers for money like clockwork.

Once again, I’m back to tell you it’s a good time to ask for money.

We have a timely messaging angle for you to take advantage of. I found a few publications doing that well.

Find their examples below along with some prompts for you to do it too!

How to ask for money: election aftermath edition

It was honestly HARD to find indie journalists doing this well.

I love indie publishers with all my heart. I rush to open your newsletters, I devour your articles, I queue up your podcasts on roadtrips, I am beyond grateful for your tireless work…but when it comes to doing an upsell, y’all get soft!

From hedging your ask with words like “consider” and “please” to using the default Substack upgrade block that we all gloss over now, we’ve got some room to improve.

The good news is that you’re starting to turn that around. Journalists have these skills. You’ve just maybe suppressed them. It’s a very easy course correction and we’re doing it together!

Related: How to ask for that money the Washington Post and LA Times lost

Angle 1: This story wouldn’t exist without us

Seamus Hughes at Court Watch absolutely NAILED THIS reader appeal yesterday.

The proof is in the numbers because he told me last night that “Between subscriptions and Venmo support, we got the equivalent of 60 new paid yearly subscribers today.”

This is especially noteworthy because Seamus just did a mini-call for paid support just a couple weeks ago. The back to back calls work well because you already got people thinking about it and you can push ‘em over the edge easier.

✅ What works about it:

• Expertly done back to back quotes on impact

• Talks about specific impact from stories like Dolly Parton dropping a lawsuit

• Ties that coverage explicitly to the Presidential election

• Lays out the money in plain detail, what’s coming in and what’s needed

✅ ✅ What also helped:

Seamus tweeted about this a bunch yesterday and I saw a few of his biggest fans pick that up and tweet too. A dense flurry of support definitely helps take people from consider to pay.

Truly one of the best reader appeals I’ve ever read. Well done, Seamus.

✏️ How to try it:

Pull one or more stories that had a clear impact (policy change, life improvement for the subject, different result than expected) and write about how that wouldn’t have happened without your reporting.

Angle 2: Here’s how I help you, the reader

Jack Roshi from Signals Doctor sent out a very strong plea to the selfish interests of his readers with this paywalled appeal this morning.

For context, “a Founder” is a $500 lifetime subscription.

✅ What works about it:

• Directly appeals to a question his readers are having—how does this affect me?

• Answers that question with confidence and solutions

• Prioritizes ONE SUBSCRIPTION TIER, leaving less room for choice fatigue

✏️ How to try it:

Make a list of questions your reader might be having right now. See if you can connect the dots quickly between why your coverage helps them as an individual.

You may think that connection is not there, but it likely is. Examples I’ve seen include helping local residents figure out if the utility company is overcharging them and exposing a corrupt politician stealing taxpayer funds from a specific project (evergreen!)

Angle 3: Get this very timely election-related perk

I loved this simple, effective upgrade block from Jessica Valenti of Abortion, Every Day. She used it in a few editions which is also good practice when you find a strong angle like this one.

I saw a couple examples in this perks category last night but this one stood out because it had excellent urgency, placement and framing.

✅ What works about it:

• Highlights one perk that’s extremely relevant right now

• Includes a discount offer to double up the urgency

• Makes a concise, value-based pitch (and avoids the charity “please help me” frame)

✏️ How to try it:

Choose a perk that’s relevant (and ideally urgent) right now. It might be an upcoming event, commenting access on an important thread or an election results live you’re planning. Promote that in a direct way and make sure to frame the value your readers get from participating!

Angle 4: We’re looking out for you while all this stuff goes down

Discourse Blog has been doing a stellar job at staying in our faces about their paid subscription options recently (and I mean that in the best way).

I may or may not have redlined one of their recent reader appeals for fun while I was at the bar and I thought this fresh election batch was much improved!

✅ What works about it:

• Starts with the reader’s mindset

• Ties in Discourse’s long running work to the current moment

• Draws a connection between fear and fearlessness (a.k.a. mainstream vs indie media)

✏️ How to try it:

Remember that you’re providing a valuable service to your readers. Frame that value in this moment—why does it matter to them?

As a little inspiration I offer you this quote from a Hell Gate reader who puts this perfectly (and is now included in their reader appeals):

"I sleep a little easier knowing that the Hell Gate staff is out there pounding the pavement.”

If you hate that I might be right…

Keep in mind that Americans have already started to donate their guilt away. Some of that money is definitely going to flow into media companies. It could go to the New York Times or it could go to you.

You might as well hold up your hand, tell them what you’re up to, and offer them a better way to get their information this year.

On that note, if my recent issues helped you raise more reader funding, you can buy me a coffee ☕️