This story is part of the Transition Accelerator 2024 cohort series.
Today, we spotlight , Lithuania鈥檚 only media organization devoted exclusively to investigative journalism. Founded in 2019 with a mission to produce in-depth stories that advance democratic values, Siena publishes one major investigation each month, uncovering corruption across Europe.聽
Though small in size, the team has built a reputation: they are active members of the OCCRP network, Lithuania鈥檚 sole partner of the International Consortium of Investigative Journalists, and a member of the Global Investigative Journalism Network. Since the full-scale war in Ukraine, the sanction-evasion schemes they have uncovered have resulted in over 鈧�12 million in fines and asset freezes, as well as the dismantling of smuggling networks.
Despite this track record, Siena鈥檚 supporter base had begun to plateau by the time they joined the Accelerator. So the team set about fixing it, with a combination of increased audience engagement and revenue diversification. IPI鈥檚 innovation team spoke with 艩ar奴nas 膶erniauskas (Director and investigative reporter), Migle Krancevi膷i奴t臈 (investigative reporter and producer), and Gabija Ku膷inskait臈 (researcher and social media manager) to learn more about their strategy.
Building community and promoting collaboration through a newsletter
鈥淥ur main problem was diversifying the funding and increasing our supporter base鈥�, says 艩ar奴nas 膶erniauskas, thinking back on the time Siena joined the Transition Accelerator. A survey of their readers had already confirmed appetite for exclusive content, so, with guidance from the trainers, the team launched a premium newsletter.
The newsletter combines three sections: Siena鈥檚 latest investigation, updates on the impact of past reporting, and investigations from international partners whose work rarely reaches Lithuania. The format allows Siena not only to showcase its own work, but also to highlight the value of collaboration and cross-promotion in an otherwise fragmented media landscape.
The response shows that such an approach resonates. Within the first three days, more than 100 readers signed up for Siena鈥檚 newsletter. Within six months, the number had grown to 250, with minimal churn. 鈥淲e actually saw that people want to pay more for our content than we initially thought鈥�, says social media manager Gabija Ku膷inskait臈.
Just as importantly, the newsletter became a tool for community building.
鈥淎t first, we thought of it just in terms of content鈥�, explains Ku膷inskait臈. 鈥淏ut training with Daily Maverick broadened our perspective and showed us that it can be a way to create bonds with our audience.鈥�
Rethinking revenue streams
The newsletter is part of a broader reimagining of Siena鈥檚 sustainability. Before the Transition Accelerator, the organization had relied on subscription crowdfunding, grants, and tax donations from Lithuanian readers. 鈥淧atreon is still our main source of income, but we saw its limitations. We couldn鈥檛 grow our supporter base indefinitely鈥�, says 膶erniauskas, pointing out that Lithuania has no strong tradition of reader-supported media.
The team has now decided to take a step they once rejected: pursuing partnerships with local businesses.
鈥淎t the start, we thought: no, we don鈥檛 want businesses supporting us, because we wanted to be 100% independent,鈥� says 膶erniauskas. 鈥淏ut now we see it differently. For a small organization like us, you have to make some money in order to make some impact.鈥�
The key to maintaining that independence, he adds, is to remain transparent about revenue sources, choose partnerships wisely, and treat these as long-term opportunities rather than one-off commercial deals.
From journalists to media managers
The Accelerator also gave Siena tools and time to see their newsroom as a business that must be nourished. 鈥淏efore the programme, I was such a journalist”, says Migle Krancevi膷i奴t臈 with a laugh. 鈥淣ow I am a journalist slash producer slash business manager. I think not just about content, but about how to present it so that it鈥檚 clear and attractive for our readers, about how to grow.鈥�
Practical interventions, such as redesigning Siena鈥檚 website, adopting clearer calls-to-action for donations, and clarifying role titles, are relevant examples. 鈥淔or the first time in five years, we actually have a slogan: journalism that makes an impact鈥�, says 膶erniauskas. It is steps like these that give clarity and ensure readers immediately understand what Siena stands for.聽
With only three team members, capacity remains Siena鈥檚 greatest challenge. But their recent progress demonstrates how small, incremental changes, when guided by strategy, can deliver on the promise of their slogan: journalism that makes an impact.
罢丑别听Transition Accelerator聽is part of the聽Media Innovation Europe programme (MIE), made possible with the support of the European Union.
