Putting the business model at the centre of a media organization may not always be popular, but it’s vital for anyone trying to build a financially sustainable, editorially independent company. If a media leader wants to be independent of donor demands or money that seeks to influence editorial, revenues and costs have to play a major part in their decision-making. When it comes to attracting investment, it’s doubly important.
As Joanna Rozycka-Iwan, MDIF’s Chief Investment Officer, said at the International Journalism Festival 2025: “I really think it is very important to wipe out this negativity or detest around business model, profitability, or sustainability concept, because that is the key for any successful application for funding.”
As anyone who has tried raising financing for their media company knows, securing investment requires careful preparation, clarity of purpose and a compelling case for why your organization matters and how it will grow.
The first step for any media founder is to take a close look at their business from every angle before approaching any potential investor or funder. After 30 years of investing in more than 150 media companies, we have developed a set of reflective questions that help entrepreneurs test the strength of their vision and strategy. These questions cover areas such as market positioning, revenue generation, team capacity and social impact. By working through them honestly, you can identify gaps, refine your message and build confidence in your pitch. You can explore the full list here.
With media’s financial sustainability under severe pressure, it becomes imperative to construct the perfect pitch that represents your organization. When you are ready to engage investors, preparation moves from internal reflection to external communication. Investors want to understand not only what you do, but why it matters and how you will make it sustainable. A clear, structured pitch demonstrates your professionalism and increases trust in your leadership.
Originally presented by MDIF’s Program Director for Latin America, Ana Sofietto, and Media Advisory Services Managing Director, Patricia Torres-Burd, at the 3i Festival in Brazil last year, here is a concise checklist to guide you as you prepare your funding presentation:
1. Define your mission and impact
Articulate your organization’s purpose in a single, precise statement. Explain the problem you are solving, the community you serve and the positive change you aim to create. Impact should not be assumed. And you should clearly define how you measure it for your company.
2. Describe your product and audience
Provide an overview of your core products and services. Explain in detail who your audience is, how you reach them and what evidence shows that your content meets their needs. Include engagement data and audience trends where possible.
3. Explain your business model
Outline clearly how you earn revenue today and how you plan to grow. Investors will look for a credible path to financial sustainability. Present your main income streams: advertising, subscriptions, partnerships and any innovations you are testing.
4. Present your market opportunity
Show that you understand the competitive landscape. Describe the size of your market, key competitors and what differentiates you. Be realistic about challenges and demonstrate awareness of risks and how you plan to address them.
5. Share your traction
Evidence of traction can take many forms. Growing audience numbers, repeat advertisers, strong partnerships, or awards that validate your work. Highlight the most relevant indicators that prove your progress to date.
6. Introduce your team
Investors often say they invest in people as much as ideas. Share the backgrounds of your key team members and why they are suited to deliver on your mission. Show that you have the skills to execute your plans.
7. Clarify your funding ask and use of funds
Be specific about how much funding you are seeking and how you will use it. Whether it is to expand reporting capacity, invest in technology, or scale audience engagement, explain clearly how the funds will accelerate your growth.
8. Prepare your financials
Provide a summary of your historical financial performance and projections for the next three to five years. Use conservative estimates and explain your assumptions. Transparency builds credibility.
9. Anticipate questions
Think through likely questions investors will ask, from operational details to long-term strategy, and prepare concise, honest answers.
10. Polish your presentation
Ensure your pitch materials are clear, visually clean and free of jargon. Keep your presentation focused and respect the time of your audience.
In an environment where trust in media is fragile and the economic foundations of independent reporting are strained, preparation is your strongest asset.
This article is a part of our special 30th anniversary coverage.