[...] standard nonprofit strategies to the digital age. Like his peers at ProPublica, Rosenthal hopes to pursue smaller donors, perhaps with a strategy built around communities organized on Facebook or Twitter. Rather than ask [...]

I love ProPublica – but this represents a real disconnect for me.

I would disagree with Madeline that small donations or the atomization of content is a bad way to go. I think it is silly to think there is a quid pro quo thing going on with small donors to journalism. I love skepticism in my reporting – not in my online experiments.

People have a right to know where their money is going and organizations should be held accountable for where the money is going – which goes exactly to the point of the last two comments.

If they don’t know where the money is going – they’ll assume the worst – to pay for inflated salaries. Especially if we are talking about such a large organization.

I also love Knight Foundation (I have my obvious disclaimer of bias here) but I don’t really understand giving ProPublic which has a budget of 10 million a year guaranteed for another three years an extra million dollars so they can hire a fundraiser who will try and make them even more millions. They couldn’t find that spare million in their budget? I really want to see where this money is going.

End skeptical rant here…. I will go back to being a cheery, relatively bootstrapped entrepreneur now.