How does a nonprofit news publisher move from donation-only support to sustainable revenue?
The Key Biscayne Independent did it by turning free registration into a powerful growth engine, capturing emails, boosting engagement, and converting readers into loyal subscribers.
What happens when a local news outlet stops relying on hope and donation buttons and starts thinking like a modern media business? The Key Biscayne Independent went from relying solely on donations to building a thriving audience through smart registration walls, email list growth, and a flexible paywall strategy. They used friction in all the right places to build a sustainable publishing model.
This is a follow-up to our earlier piece on nonprofit subscription growth, where we first introduced KBI’s journey. Now, we’re diving deeper into the strategic shifts that helped them build a stronger, more sustainable model
Let’s break down how they did it and what you can learn from their journey.
The Problem with Donation-Only Models
KBI started the way many nonprofit publishers do: with a donation button on their website and a hope that enough readers would click it. And sure, some superfans did, but relying solely on donations is risky. It’s unpredictable and often not enough to support consistent, long-term growth. Building a newsroom around sporadic support is tough. That’s why adding a reliable source of recurring revenue is essential
Free Registration = Email List Gold
That’s where the free registration wall came in. KBI introduced a simple prompt: one free article, and then you register to read more. It was a bit of friction, but it did the job. With every registration, they grew their email list, which became the real engine behind their reader relationship.
Readers who register aren’t just one-time clickers anymore. They’re known users. They can send them newsletters, re-engage them, and eventually offer them a paid subscription plan that feels like a natural next step.
Introducing Just Enough Friction
KBI got clever with how they structured that free access. After signing up, readers could enjoy limited access to a few articles or a short time window. But once that access ran out, they had to manually refresh it to keep reading.
Looking to grow your publication?
Sign up for expert advice straight to your inbox.This subtle form of friction turned out to be surprisingly effective. Some readers didn’t mind hitting that “refresh access” link every few days. But others chose the easier route and signed up for a paid membership.
What made it work? It wasn’t about locking users out. It was about creating a gentle nudge, a reminder of the value being delivered. And in doing so, KBI moved readers one step closer to becoming paying supporters.
Segmenting Content Smartly
KBI evolved its content strategy into a two-phase approach. In phase one, they offered free registration with short access windows, nudging readers toward subscriptions by requiring re-registration every few days. In phase two, they transitioned into a hybrid model: all Associated Press content remained free to align with nonprofit status, while original hyperlocal reporting was placed behind a paywall.
Even the free content wasn’t entirely open—users still needed to register. This tactic helped them keep the email list growing, no matter what content readers consumed. And today, their free plan still exists but with tighter limits: free readers can only access the last 14 days of articles and must renew their access every 72 hours.
Once they set this up, the flywheel effect started:
- More registrations → bigger email list
- More emails sent → more traffic and engagement
- More engagement → more paid conversions
This setup allowed KBI to strategically build their list and turn casual readers into loyal subscribers over time.
From List-Building to Full-On Monetization
Now that they had a growing audience and solid email list, KBI expanded their revenue strategy.
They introduced:
- Gift Subscriptions
- Group Subscriptions for libraries, local businesses, and community organizations like schools and civic groups
- Newsletter Sponsorships, inserting relevant sponsor messages directly into content-rich emails
And all of this was layered on top of a setup that prioritized reader experience: easy email access, a smooth paywall, and consistent communication. It also opened the door to new revenue streams that don’t typically exist in a donation-only model, like group access and gift subscriptions.
Build the List, Own the Growth
If you’re giving away free content, don’t just let readers come and go. At the very least, ask for an email. That one small step powers everything else.
KBI didn’t rely on hard paywalls or pop-up overloads. They kept the experience clean, captured attention early with a free registration, and kept the momentum going with well-timed nudges and offers.
And the result? More subscribers. More engagement. More revenue.
It’s not about reinventing the wheel. It’s about building a flywheel that keeps turning, one email at a time. Let that momentum drive your traffic, engagement, and subscriptions.
Watch the video
Let’s talk paid subscriptions
Want to learn more about growing your audience and converting subscribers with your paywall? Get in touch with Pete.
