Now more than ever, it’s the responsibility of everyone in the organization to sell the journalism. Now, I’m not saying you need to roll up your sleeves, don a flat cap and hit the downtown corner yelling “EXTRA EXTRA” (holding up your phone with the app on it, of course).
If your newsroom can’t sell the work you produce, its days are numbered. This is true for non-profits as much as for profits. If you can’t convince people to value your work, there’s no funding model that will work.