Read any story on the Guardian's website and at the tail-end of every article is this appeal. Since you're here... we have a small favour to ask. More people are reading the Guardian than ever but advertising revenues across the media are falling fast. And unlike many news organisations, we haven't put up a paywall - we want to keep our journalism as open as we can. So you can see why we need to ask for your help. The Guardian's independent, investigative journalism takes a lot of time, money and hard work to produce. But we do it because we believe our perspective matters - because it might well be your perspective, too.
Taking that stand one step ahead, the newspaper has launched a non-profit organisation in the US. Set up by the Scott Trust, the owners of Guardian, www.guardian.org will raise funds to support projects that 'advance public discourse and citizen participation' on issues such as global development, inequality or human rights.
The Guardian is one of many publishers looking to source revenue away from dwindling subscriptions and falling advertising to sustain the future of quality journalism. Can it?
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