TPM is a small company and at small companies, people have various responsibilities that at larger companies would each be handled by different people, or even entirely different departments. Some larger media outlets might have whole fundraising teams. We do not. And so, over the last three weeks, TPM’s staff has been talking about our TPM Journalism Fund drive and explaining how it fits into what we do.

Yet, the fact remains I am TPM’s publisher and so my ultimate responsibility is to make sure TPM brings in more money than it spends. So answering the question, “Why do you ask people to give you contributions?” falls, ultimately, to me. Why have memberships if you are just going to ask for money? Why don’t you sell more ads? Why don’t you have an events business? Why don’t you sell merch? Are you simply bad at being a publisher?

All fair questions, especially the last one! So here I want to explain why we have the TPM Journalism Fund. There’s a short and a long explanation. I think through other posts and through various pitches on the site, you’ve seen the short explanations: We face a particularly challenging financial year in a particularly challenging industry and rather than shrink in size, we want to keep our momentum going. In the past, we’ve said we’ll use the contributions from the TPM Journalism Fund to expand our investigative capacity and provide free memberships to readers who need them. These are good and true reasons. If this is all you need to hear, then by all means go right here and contribute. But if you are looking for a deeper explanation, stick around.