{"id":9796,"date":"2021-10-27T12:25:24","date_gmt":"2021-10-27T10:25:24","guid":{"rendered":"https:\/\/journalift.org\/?p=9796"},"modified":"2021-10-27T15:17:13","modified_gmt":"2021-10-27T13:17:13","slug":"rishqyrtimi-i-strategjive-per-qendrueshmerine-e-mediave-te-vogla-te-pavarura-ne-ballkanin-perendimor","status":"publish","type":"post","link":"https:\/\/journalift.org\/sq\/rishqyrtimi-i-strategjive-per-qendrueshmerine-e-mediave-te-vogla-te-pavarura-ne-ballkanin-perendimor\/","title":{"rendered":"Rishqyrtimi i strategjive p\u00ebr q\u00ebndrueshm\u00ebrin\u00eb e mediave t\u00eb vogla t\u00eb pavaruar n\u00eb Ballkanin Per\u00ebndimor"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">N\u00eb rajonin e Ballkanit Per\u00ebndimor, donator\u00ebt dhe agjencit\u00eb nd\u00ebrkomb\u00ebtare zbatuese kan\u00eb luajtur nj\u00eb rol vendimtar me mb\u00ebshtetjen q\u00eb kan\u00eb dh\u00ebn\u00eb p\u00ebr zhvillimin e mediave t\u00eb pavarura, vendimet editoriale t\u00eb t\u00eb cilave nuk ndikohen nga qeveria, biznesi apo politika. K\u00ebto media jan\u00eb p\u00ebrgjith\u00ebsisht media t\u00eb vogla klasike, t\u00eb tilla si radio dhe stacione televizive lokale ose rajonale, por edhe media t\u00eb ndryshme online\/interneti me tematik\u00eb t\u00eb ve\u00e7ant\u00eb q\u00eb mund t\u00eb drejtohen nga kompani tregtare apo nga organizata t\u00eb shoq\u00ebris\u00eb civile (t\u00eb gjitha k\u00ebtyre mediave do t\u2019i referohemi k\u00ebtu si <\/span><i><span style=\"font-weight: 400;\">media t\u00eb pavarura<\/span><\/i><span style=\"font-weight: 400;\">). Ato kryejn\u00eb nj\u00eb funksion t\u00eb r\u00ebnd\u00ebsish\u00ebm p\u00ebr sh\u00ebrbimin publik duke ofruar p\u00ebrmbajtje q\u00eb shpesh mungon n\u00eb mediat kryesore t\u00eb m\u00ebdha: informacion i paansh\u00ebm, programe edukative, mbulim i \u00e7\u00ebshtjeve q\u00eb lidhen me t\u00eb drejtat e njeriut, ose p\u00ebrmbajtje q\u00eb trajton nevojat kulturore dhe nevoja t\u00eb tjera t\u00eb grupeve t\u00eb margjinalizuara. Edhe pse jan\u00eb arritur rezultate t\u00eb r\u00ebnd\u00ebsishme, kritikat kryesore p\u00ebr to lidhen me q\u00ebndrueshm\u00ebrin\u00eb e p\u00ebrpjekjeve t\u00eb tilla pas t\u00ebrheqjes s\u00eb donator\u00ebve apo me ndryshimin e p\u00ebrpar\u00ebsive t\u00eb tyre. <\/span><strong>Jan\u00eb t\u00eb shumt\u00eb shembujt e mediave t\u00eb pavarura q\u00eb u mbyll\u00ebn, u b\u00ebn\u00eb tejet komerciale, apo u rreshtuan me nj\u00ebr\u00ebn ose tjetr\u00ebn parti politike pas shterimit t\u00eb parave t\u00eb donator\u00ebve, shembuj q\u00eb kontribuojn\u00eb n\u00eb nj\u00eb kritik\u00eb t\u00eb till\u00eb.<\/strong><\/p>\n\n<p>K\u00ebshtu, si konsulent\u00ebt ashtu edhe donator\u00ebt mendojn\u00eb se komercializimi dhe diversifikimi i sh\u00ebrbimeve me q\u00ebllim shk\u00ebputjen nga financimi i donator\u00ebve jan\u00eb strategjit\u00eb kryesore q\u00eb duhen ndjekur. N\u00eb rekomandimet standarde q\u00eb mund jepen n\u00eb k\u00ebt\u00eb drejtim jan\u00eb, mes t\u00eb tjerash p\u00ebr t\u00eb p\u00ebrmendur vet\u00ebm disa, futja e sh\u00ebrbimeve t\u00eb reja me pages\u00eb; tarifa p\u00ebr p\u00ebrdoruesit p\u00ebr p\u00ebrmbajtje premium; diversifikimi me biznese t\u00eb fush\u00ebs, si biznese q\u00eb merren me marr\u00ebdh\u00ebniet me publikun dhe marketing; apo hartimi i nj\u00eb s\u00ebr\u00eb strategjish p\u00ebr angazhimin e audienc\u00ebs, si mbledhje fondesh, p\u00ebr t\u00eb siguruar t\u00eb ardhura p\u00ebr misionin, sh\u00ebrbimet ose p\u00ebrmbajtjen.&#13;\n<\/p>\n\n<p>Megjithat\u00eb, mediat e pavarura shpesh mbeten t\u00eb varura nga grantet e donator\u00ebve n\u00ebse duan t\u00eb ofrojn\u00eb p\u00ebrmbajtje me interes publiku. P\u00ebrpjekjet p\u00ebr t\u2019u diversifikuar me q\u00ebllim shk\u00ebputjen nga grantet e donator\u00ebve jan\u00eb shpesh t\u00eb dob\u00ebta dhe t\u00eb pasuksesshme. Arsyet p\u00ebr nj\u00eb gj\u00eb t\u00eb till\u00eb jan\u00eb:&#13;\n<\/p>\n\n<ul><li><strong>Tregjet e mediave jan\u00eb t\u00eb vogla dhe t\u00eb mbingopura<\/strong><span style=\"font-weight: 400;\">, gj\u00eb q\u00eb kufizon aksesin tek t\u00eb ardhurat nga reklamat. P\u00ebrve\u00e7 k\u00ebsaj, mediat e vogla lokale dhe rajonale jan\u00eb p\u00ebrgjith\u00ebsisht jasht\u00eb v\u00ebmendjes s\u00eb bizneseve t\u00eb m\u00ebdha dhe agjencive t\u00eb reklamave.<\/span><\/li><li><span style=\"font-weight: 400;\"><strong>Mediat dhe burimet e t\u00eb ardhurave nga reklamat shpesh jan\u00eb tejet t\u00eb politizuara dhe t\u00eb kapura nga interesat t\u00eb ngushta<\/strong>.<\/span><span style=\"font-weight: 400;\"> Mediat e pavarura nuk konkurrojn\u00eb n\u00eb nj\u00eb fush\u00eb loje me rregulla t\u00eb qarta dhe t\u00eb paanshme, por n\u00eb nj\u00eb treg t\u00eb shtremb\u00ebruar q\u00eb favorizon ato media q\u00eb kan\u00eb mb\u00ebshtetje t\u00eb fuqishme financiare dhe politike. N\u00eb nj\u00eb treg t\u00eb till\u00eb, suksesi n\u00eb biznes \u00ebsht\u00eb i kapur me fije q\u00eb drejtohen nga tjet\u00ebrkush dhe q\u00eb mund t\u00eb bien n\u00eb kund\u00ebrshtim me misionin t\u00eb cilin p\u00ebrpiqen t\u00eb p\u00ebrmbushin k\u00ebto media.<\/span><\/li><li><strong>Mediat e pavarur shpesh kan\u00eb audienca t\u00eb vogla q\u00eb mund t\u00eb jen\u00eb shum\u00eb t\u00eb ndjesh\u00ebm ndaj \u00e7mimeve dhe mund t\u00eb mos jen\u00eb n\u00eb gjendje t\u00eb paguajn\u00eb ose dhurojn\u00eb fonde p\u00ebr p\u00ebrmbajtjen mediatike<\/strong><span style=\"font-weight: 400;\">, edhe pse kjo audienc\u00eb mund t\u00eb vler\u00ebsoj\u00eb p\u00ebrmbajtjen q\u00eb prodhohet posa\u00e7\u00ebrisht p\u00ebr t\u00eb. Kjo mund t\u00eb vij\u00eb p\u00ebr shkak se audienca ka mund\u00ebsi t\u00eb shumta p\u00ebr t\u00eb par\u00eb dhe lexuar pa pages\u00eb p\u00ebrmbajtje t\u00eb nj\u00ebjt\u00eb ose thjesht nuk \u00ebsht\u00eb n\u00eb gjendje ta p\u00ebrballoj\u00eb pages\u00ebn p\u00ebr shkak t\u00eb gjendjes s\u00eb v\u00ebshtir\u00eb ekonomike. Disa shembuj nga bota tregojn\u00eb se modelet e financimit n\u00ebp\u00ebrmjet an\u00ebtar\u00ebsimit mund t\u00eb funksionojn\u00eb, por motivimi p\u00ebr pjes\u00ebn m\u00eb t\u00eb madhe t\u00eb an\u00ebtar\u00ebve q\u00eb paguajn\u00eb \u00ebsht\u00eb shpesh filantropik. Nj\u00eb shembull i till\u00eb \u00ebsht\u00eb p\u00ebrvoja e Pablo Isazas, Drejtorit Ekzekutiv t\u00eb portalit t\u00eb lajmeve politike n\u00eb Kolumbi <\/span><i><span style=\"font-weight: 400;\">La Silla Vac\u00eda<\/span><\/i><span style=\"font-weight: 400;\">, i cili shpjegon: \u201cNjer\u00ebzit nuk paguajn\u00eb p\u00ebr t\u00eb marr\u00eb m\u00eb shum\u00eb informacione apo lajme t\u00eb reja, por p\u00ebr t\u00eb b\u00ebr\u00eb t\u00eb mundur q\u00eb \u00e7dokush n\u00eb Kolumbi t\u00eb ket\u00eb mund\u00ebsi t\u00eb marr\u00eb informacione\u201d (cituar n\u00eb Oliver 2021).<\/span><\/li><li><span style=\"font-weight: 400;\">S\u00eb fundi, <\/span><span style=\"font-weight: 400;\"><strong>mediat e vogla t\u00eb pavarura, p\u00ebr nga vet\u00eb natyra e tyre<\/strong>, kan\u00eb mang\u00ebsi mjaft t\u00eb theksuara n\u00eb burime<\/span><span style=\"font-weight: 400;\"> p\u00ebr sa i p\u00ebrket ekspertiz\u00ebs q\u00eb kan\u00eb vet\u00eb, infrastruktur\u00ebs dhe kapaciteteve p\u00ebr investime, t\u00eb cilat kufizojn\u00eb mund\u00ebsit\u00eb p\u00ebr sukses t\u00eb komercializimit t\u00eb tyre. Angazhimi financiar n\u00eb aktivitete t\u00eb reja biznesi mund t\u2019u marr\u00eb burimet e nevojshme operacioneve baz\u00eb n\u00eb d\u00ebm t\u00eb misionit organizativ t\u00eb vet\u00eb medias.<\/span><\/li><\/ul>\n\n<p>P\u00ebrpjekja p\u00ebr t\u00eb arritur q\u00ebndrueshm\u00ebrin\u00eb financiare duke ruajtur edhe pavar\u00ebsin\u00eb editoriale n\u00eb rrethana t\u00eb tilla \u00ebsht\u00eb shpesh kontradikt\u00eb n\u00eb vetvete. Prandaj, nuk \u00ebsht\u00eb p\u00ebr t\u2019u habitur q\u00eb pavar\u00ebsisht p\u00ebrpjekjeve t\u00eb mediave t\u00eb pavarura p\u00ebr t\u00eb arritur k\u00ebt\u00eb gj\u00eb, financimi i donator\u00ebve duket se \u00ebsht\u00eb mund\u00ebsia e tyre m\u00eb e mir\u00eb. Projektet me grante ofrojn\u00eb nj\u00eb ndihm\u00eb shum\u00eb t\u00eb nevojsh\u00ebm ndaj konkurrenc\u00ebs s\u00eb pandershme dhe kufizimeve t\u00eb tregut, dhe jan\u00eb t\u00eb pakt\u00ebn kompensim p\u00ebr munges\u00ebn e burimeve dhe munges\u00ebn e mb\u00ebshtetjes nga shteti p\u00ebr ato q\u00eb jan\u00eb n\u00eb thelb sh\u00ebrbime publike q\u00eb v\u00ebshtir\u00eb se mund t\u00eb komercializohen.&#13;\n<\/p>\n\n<p><span style=\"font-weight: 400;\">K\u00ebsisoj, <\/span><strong>ka m\u00eb shum\u00eb t\u00eb ngjar\u00eb q\u00eb q\u00ebndrueshm\u00ebria financiare e k\u00ebtyre mediave t\u00eb arrihet p\u00ebrmes nj\u00eb <i>modeli biznesi hibrid<\/i>, model q\u00eb mb\u00ebshtetet n\u00eb financimin nga donator\u00ebt<\/strong><span style=\"font-weight: 400;\">, me disa komponent\u00eb q\u00eb lidhen me t\u00eb ardhura biznesi, dhe jo si z\u00ebvend\u00ebsim, por si shtes\u00eb e granteve nga donator\u00ebt. Modele t\u00eb tilla biznesi duhet t\u00eb arrijn\u00eb nj\u00eb ekuilib\u00ebr inteligjent mes financimit nga donator\u00ebt dhe t\u00eb ardhurave nga biznesi p\u00ebr t\u00eb siguruar vazhdim\u00ebsi dhe q\u00ebndrueshm\u00ebri financiare, nd\u00ebrkoh\u00eb q\u00eb u b\u00ebjn\u00eb t\u00eb mundur organizatave t\u00eb ruajn\u00eb pavar\u00ebsin\u00eb e tyre editoriale dhe t\u2019i q\u00ebndrojn\u00eb besnik\u00eb misionit dhe orientimit t\u00eb tyre programor.<\/span><\/p>\n\n<p><span style=\"font-weight: 400;\">Q\u00ebndrueshm\u00ebria financiare konsiderohet k\u00ebtu si <\/span><i><span style=\"font-weight: 400;\">aft\u00ebsia e nj\u00eb organizate p\u00ebr t\u00eb siguruar nj\u00eb burim t\u00eb vazhduesh\u00ebm t\u00eb ardhurash q\u00eb i b\u00ebn t\u00eb mundur k\u00ebsaj organizate t\u2019i sh\u00ebrbej\u00eb p\u00ebrfituesve t\u00eb saj, nd\u00ebrkoh\u00eb q\u00eb p\u00ebrmbush misionin e vet organizativ n\u00eb periudh\u00ebn afatgjate<\/span><\/i><span style=\"font-weight: 400;\">. N\u00eb k\u00ebt\u00eb tekst trajtohen disa nga sfidat dhe mund\u00ebsit\u00eb p\u00ebr arritjen e q\u00ebndrueshm\u00ebris\u00eb financiare p\u00ebrmes nj\u00eb modeli biznesi hibrid. Nd\u00ebrkoh\u00eb q\u00eb njeh r\u00ebnd\u00ebsin\u00eb e strategjive t\u00eb komercializimit p\u00ebr arritjen e nj\u00eb q\u00ebndrueshm\u00ebrie t\u00eb till\u00eb financiare, teksti fokusohet kryesisht n\u00eb aspektin e financimit t\u00eb nj\u00eb modeli t\u00eb till\u00eb nga donator\u00ebt.<\/span><\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/03-The-nature-of-a-donor-focused-business-model-1-1024x506.png\" alt=\"Natyra e nj&#xEB; modeli biznesi t&#xEB; fokusuar te donator&#xEB;t \" class=\"wp-image-9759\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/03-The-nature-of-a-donor-focused-business-model-1-1024x506.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/03-The-nature-of-a-donor-focused-business-model-1-300x148.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/03-The-nature-of-a-donor-focused-business-model-1-768x380.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/03-The-nature-of-a-donor-focused-business-model-1.png 1281w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Natyra e nj\u00eb modeli biznesi t\u00eb fokusuar te donator\u00ebt <\/h2>\n\n<p>Organizatat q\u00eb financohen nga donator\u00ebt dhe q\u00eb jan\u00eb jo-fitimprur\u00ebse shpesh shihen si organizata jo-biznesi nga ekspert\u00ebt, nga konsulent\u00ebt dhe madje edhe nga donator\u00ebt (shih Hersberger-Langloh 2019). Kjo \u00ebsht\u00eb arsyeja pse sugjerohet q\u00eb q\u00ebndrueshm\u00ebria financiare nuk mund t\u00eb arrihet n\u00ebse ato vazhdojn\u00eb t\u00eb varen nga grantet e donator\u00ebve. N\u00eb kuad\u00ebr t\u00eb nj\u00eb perspektive t\u00eb till\u00eb, organizatat p\u00ebrfituese duket se nuk kan\u00eb \u201cmentalitet biznesi\u201d, nd\u00ebrsa financimi nga donator\u00ebt perceptohet si i p\u00ebrkohsh\u00ebm dhe i paparashikuesh\u00ebm, dhe p\u00ebr k\u00ebt\u00eb arsye nuk konsiderohet si burim i vazhduesh\u00ebm p\u00ebr t\u00eb siguruar q\u00ebndrueshm\u00ebri financiare.&#13;\n<\/p>\n\n<p><strong>Megjithat\u00eb, mediat e pavarura q\u00eb varen nga mb\u00ebshtetja e donator\u00ebve duhet t\u00eb konsiderohen si organizata me orientim tregu q\u00eb kan\u00eb \u201cmentalitet biznesi\u201d \u2013 thjesht disi t\u00eb ndryshme nga kompanit\u00eb q\u00eb kan\u00eb si synim t\u00eb pun\u00ebs s\u00eb tyre fitimin financiar<\/strong><span style=\"font-weight: 400;\"> (Hersberger-Langloh 2019). Ndryshe si do t\u00eb shpjegohej fakti q\u00eb kaq shum\u00eb organizata jofitimprur\u00ebse, p\u00ebrfshir\u00eb nj\u00eb num\u00ebr t\u00eb madh mediash t\u00eb pavarura n\u00eb Ballkanin Per\u00ebndimor, funksionojn\u00eb dhe vazhdojn\u00eb me sukses me veprimtarin\u00eb e tyre p\u00ebr dekada me radh\u00eb, kryesisht p\u00ebrmes granteve t\u00eb donator\u00ebve? Modeli i biznesit q\u00eb p\u00ebrdorin ato \u00ebsht\u00eb ai i fokusuar te programet e ndihm\u00ebs nd\u00ebrkomb\u00ebtare q\u00eb mb\u00ebshtesin demokratizimin, t\u00eb drejtat e njeriut, shoq\u00ebrin\u00eb civile dhe mediat \u2013 nj\u00eb treg mjaft i madh me rritje t\u00eb shtrirjes dhe sasis\u00eb s\u00eb fondeve q\u00eb ofrohen n\u00eb k\u00ebto 30 vitet e fundit. P\u00ebr shembull, agjenci t\u00eb ndryshme shtet\u00ebrore amerikane japin m\u00eb shum\u00eb se 2 miliard\u00eb dollar\u00eb n\u00eb vit p\u00ebrmes fondeve t\u00eb asistenc\u00ebs s\u00eb huaj p\u00ebr promovimin e demokracis\u00eb (Sh\u00ebrbimi i Hulumtimeve i Kongresit 2019; p\u00ebr financimin e BE-s\u00eb, shihni p\u00ebr shembull: Godfrey &amp; Youngs 2019), nd\u00ebrkoh\u00eb q\u00eb fondet nga asistenca e p\u00ebrgjithshme bot\u00ebrore p\u00ebr demokracin\u00eb e kalojn\u00eb shum\u00ebn prej 10 miliard\u00eb dollar\u00eb (Carothers 2015). Nga ana tjet\u00ebr, ky treg \u00ebsht\u00eb shum\u00eb konkurrues, si mes p\u00ebrfituesve n\u00eb k\u00ebrkim t\u00eb fondeve ashtu edhe mes donator\u00ebve q\u00eb k\u00ebrkojn\u00eb organizata p\u00ebr t\u2019i mb\u00ebshtetur, duke b\u00ebr\u00eb k\u00ebshtu t\u00eb nevojsh\u00ebm q\u00eb k\u00ebto t\u00eb fundit t\u00eb ken\u00eb disa aft\u00ebsi t\u00eb ve\u00e7anta, burime dhe strategji p\u00ebr sukses. Prandaj, nuk \u00ebsht\u00eb p\u00ebr t\u2019u habitur q\u00eb mediat e pavarura jofitimprur\u00ebse mund t\u00eb jen\u00eb, dhe shpesh jan\u00eb, financiarisht t\u00eb q\u00ebndrueshme (shih p\u00ebr shembull: Breiner 2021).<\/span><\/p>\n\n<p><span style=\"font-weight: 400;\">Literatura p\u00ebrkat\u00ebse p\u00ebr organizatat jofitimprur\u00ebse pranon se k\u00ebto organizata jan\u00eb n\u00eb fakt organizata tregu. Ato funksionojn\u00eb brenda t\u00eb ashtuquajturve \u201c<\/span><i><span style=\"font-weight: 400;\">tregje t\u00eb dyanshme<\/span><\/i><span style=\"font-weight: 400;\">\u201d apo \u201c<\/span><i><span style=\"font-weight: 400;\">platforma t\u00eb dyanshme<\/span><\/i><span style=\"font-weight: 400;\">\u201d dhe strategjia e tyre p\u00ebr q\u00ebndrueshm\u00ebri financiare duhet t\u00eb fokusohet n\u00eb m\u00ebnyr\u00ebn se si duhet t\u2019ia dalin n\u00eb nj\u00eb treg t\u00eb till\u00eb (shih Hersberger-Langloh 2019).\u00a0\u00a0<\/span><\/p>\n\n<p>Tregjet e dyanshme ekzistojn\u00eb kur kemi nj\u00eb platform\u00eb nd\u00ebrmjet\u00ebse q\u00eb leht\u00ebson nd\u00ebrveprimet mes grupeve t\u00eb ndryshme n\u00eb treg, t\u00eb cil\u00ebt shohin se u kushton m\u00eb pak t\u00eb nd\u00ebrveprojn\u00eb p\u00ebrmes nj\u00eb nd\u00ebrmjet\u00ebsi t\u00eb till\u00eb sesa n\u00eb m\u00ebnyr\u00eb t\u00eb drejtp\u00ebrdrejt\u00eb. Platformat e dyanshme marrin tarif\u00ebn e tyre nga secila pal\u00eb e nd\u00ebrveprimit, pasi an\u00ebtar\u00ebt e t\u00eb dy grupeve p\u00ebrfitojn\u00eb nga ekzistenca e grupit tjet\u00ebr dhe nga nd\u00ebrveprimi q\u00eb b\u00ebhet i mundur nga platforma. Disa nga shembuj tipik\u00eb t\u00eb tregjeve t\u00eb dyanshme q\u00eb mund t\u00eb p\u00ebrmendim jan\u00eb kompanit\u00eb e kartave t\u00eb kreditit (q\u00eb lidhin konsumator\u00ebt me shit\u00ebsit me pakic\u00eb); agjencit\u00eb e pasurive t\u00eb paluajtshme (q\u00eb lidhin bler\u00ebsit me shit\u00ebsit e pronave); dhe agjencit\u00eb e pun\u00ebsimit (q\u00eb lidhin pun\u00ebdh\u00ebn\u00ebsit me pun\u00ebmarr\u00ebsit). N\u00eb shum\u00eb raste, nj\u00ebra an\u00eb e tregut \u00ebsht\u00eb shum\u00eb e ndjeshme ndaj \u00e7mimeve dhe p\u00ebrdorimi i platform\u00ebs p\u00ebr ta subvencionohet nga t\u00eb ardhurat e krijuara nga krahu tjet\u00ebr i tregut. Prandaj, gj\u00ebja m\u00eb e v\u00ebshtir\u00eb shpesh \u00ebsht\u00eb t\u00eb caktohet \u00e7mimi i duhur. Shembuj tipik\u00eb jan\u00eb mediat sociale si Facebook ose Twitter, si dhe mediat klasike (q\u00eb lidhin reklamuesit dhe konsumator\u00ebt), t\u00eb cilat u ofrojn\u00eb p\u00ebrdoruesve akses falas ose me \u00e7mim t\u00eb reduktuar n\u00eb p\u00ebrmbajtjen e tyre, nd\u00ebrkoh\u00eb q\u00eb e subvencionojn\u00eb k\u00ebt\u00eb akses n\u00ebp\u00ebrmjet t\u00eb ardhurave nga reklamuesit (Shih p\u00ebr shembull: Hersberger -Langloh 2019; shih edhe Eisenmann et al. 2006).&#13;\n<\/p>\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Mediat e pavarura q\u00eb financohen nga grantet p\u00ebrmbushin karakteristikat e platformave t\u00eb tregut t\u00eb dyansh\u00ebm. Nga nj\u00ebra an\u00eb e tregut jan\u00eb donator\u00ebt dhe nga ana tjet\u00ebr jan\u00eb konsumator\u00ebt e sh\u00ebrbimeve dhe produkteve t\u00eb medias \u2013 audienca. &#13;\n<\/p><\/blockquote><\/figure>\n\n<p><span style=\"font-weight: 400;\">Donator\u00ebt po investojn\u00eb te mediat e pavarura p\u00ebr t\u00eb arritur ndikimin social n\u00eb p\u00ebrputhje me misionin dhe vizionin e tyre institucional (si zbutja e varf\u00ebris\u00eb, promovimi i t\u00eb drejtave t\u00eb njeriut, demokratizimi, etj.). <\/span><strong>N\u00eb nj\u00eb far\u00eb m\u00ebnyre, donator\u00ebt nuk jan\u00eb shum\u00eb t\u00eb ndrysh\u00ebm nga reklamuesit klasik\u00eb: ata investojn\u00eb n\u00eb media p\u00ebr t\u00eb promovuar di\u00e7ka tek audienca e synuar<\/strong><span style=\"font-weight: 400;\">. Ashtu si\u00e7 reklamuesit paguajn\u00eb mediat p\u00ebr t\u00eb promovuar nj\u00eb produkt ose sh\u00ebrbim dhe p\u00ebr t\u00eb nxitur blerjen nga publiku, edhe donator\u00ebt japin grante p\u00ebr t\u00eb promovuar ide dhe sjellje q\u00eb mund t\u00eb \u00e7ojn\u00eb n\u00eb ndryshime shoq\u00ebrore. P\u00ebrve\u00e7 mund\u00ebsimit t\u00eb ndikimit social, donator\u00ebt marrin p\u00ebrfitime t\u00eb tjera nga mediat q\u00eb financojn\u00eb, si\u00e7 jan\u00eb zbritja nga taksat; rritja e efikasitetit t\u00eb programeve dhe projekteve t\u00eb tyre; dhe rritja e besueshm\u00ebris\u00eb q\u00eb vjen me zbatimin e suksessh\u00ebm t\u00eb projektit. Edhe donator\u00ebt p\u00ebrfitojn\u00eb nga efekti i drejtp\u00ebrdrejt\u00eb i rrjetit (duke pasur n\u00eb an\u00ebn e tyre t\u00eb tregut sa m\u00eb shum\u00eb p\u00ebrdorues q\u00eb t\u00eb jet\u00eb e mundur \u2013 d.m.th., donator\u00eb t\u00eb tjer\u00eb), sepse sa m\u00eb shum\u00eb donator\u00eb t\u00eb mb\u00ebshtesin t\u00eb nj\u00ebjtat media, aq m\u00eb i ul\u00ebt \u00ebsht\u00eb rreziku i nj\u00eb investimi t\u00eb till\u00eb, aq m\u00eb e ul\u00ebt b\u00ebhet kostoja e marrjes s\u00eb informacionit n\u00eb lidhje me besueshm\u00ebrin\u00eb e p\u00ebrfituesit, dhe aq m\u00eb t\u00eb shumta jan\u00eb shanset p\u00ebr rritjen e ndikimit t\u00eb nga kombinimi i financimit. Prandaj, donator\u00ebt priren t\u00eb shkojn\u00eb tek t\u00eb nj\u00ebjta organizata p\u00ebrfituese (Hersberger-Langloh 2019; Eisenmann et al. 2006). N\u00eb t\u00eb nj\u00ebjt\u00ebn koh\u00eb, donator\u00ebve u p\u00eblqen t\u00eb shohin n\u00eb drejtime t\u00eb tjera dhe mund t\u00eb shkojn\u00eb menj\u00ebher\u00eb tek organizata t\u00eb tjera p\u00ebrfituese p\u00ebr t\u00eb ulur rrezikun ose p\u00ebr t\u00eb rritur ndikimin. S\u00eb fundi, donator\u00ebt p\u00ebrfitojn\u00eb nga nj\u00eb efekt i t\u00ebrthort\u00eb i rrjetit (duke pasur audienc\u00ebn m\u00eb t\u00eb madhe t\u00eb mundshme mediatike n\u00eb an\u00ebn tjet\u00ebr t\u00eb tregut), pasi sa m\u00eb e madhe t\u00eb jet\u00eb audienca e mediave p\u00ebrfituese, aq m\u00eb e madhe \u00ebsht\u00eb shtrirja e programeve t\u00eb tyre t\u00eb ndikimit social, dhe potencialisht edhe m\u00eb t\u00eb m\u00ebdha do t\u00eb jen\u00eb efektet dhe m\u00eb t\u00eb mira do t\u00eb jen\u00eb rezultatet e programeve dhe projekteve t\u00eb tyre.<\/span><\/p>\n\n<p><span style=\"font-weight: 400;\"><strong>Nga ana tjet\u00ebr e tregut, audienca p\u00ebrfiton nga larmia e p\u00ebrmbajtjes s\u00eb mediave, nga informacioni i besuesh\u00ebm apo nga aksesi tek mund\u00ebsit\u00eb p\u00ebr edukim<\/strong>.<\/span><span style=\"font-weight: 400;\"> N\u00eb pjes\u00ebn m\u00eb t\u00eb madhe t\u00eb rasteve, sh\u00ebrbime apo produkte t\u00eb tilla ofrohen falas apo subvencionohen n\u00eb nj\u00eb mas\u00eb t\u00eb konsiderueshme n\u00ebp\u00ebrmjet granteve q\u00eb u jepen mediave. Kjo vjen si shkak i gjasave q\u00eb p\u00ebrdoruesit fundor\u00eb t\u00eb jen\u00eb tejet t\u00eb v\u00ebmendsh\u00ebm ndaj \u00e7mimeve dhe ndofta nuk jan\u00eb t\u00eb interesuar p\u00ebr t\u00eb paguar p\u00ebr sh\u00ebrbime t\u00eb tilla, qoft\u00eb sepse nuk ua mban xhepi apo se mund t\u00eb gjejn\u00eb alternativa t\u00eb tjera m\u00eb t\u00eb lira nga t\u00eb cilat mund t\u00eb zgjedhin. Edhe audienca p\u00ebrfiton nga efekti i drejtp\u00ebrdrejt\u00eb i rrjetit, duke qen\u00eb se numri i audienc\u00ebs rritet me rritjen e mund\u00ebsive p\u00ebr p\u00ebrfshirjen e komunitetit, me krijimin e identitetit dhe me mund\u00ebsit\u00eb e tjera p\u00ebr arg\u00ebtim me an\u00ebtar\u00eb t\u00eb tjer\u00eb t\u00eb audienc\u00ebs. K\u00ebshtu, audienca priret t\u00eb rritet tek ato ofrues sh\u00ebrbimesh q\u00eb b\u00ebjn\u00eb t\u00eb mundur efektin m\u00eb t\u00eb madh t\u00eb drejtp\u00ebrdrejt\u00eb t\u00eb rrjetit. P\u00ebr sa i p\u00ebrket efektit t\u00eb t\u00ebrthort\u00eb t\u00eb rrjetit, audiencat e mediave t\u00eb pavarura p\u00ebrfitojn\u00eb nga rritja e numrit t\u00eb donator\u00ebve n\u00eb skajin tjet\u00ebr t\u00eb tregut, duke qen\u00eb se rritet financimi p\u00ebr shtimin e sh\u00ebrbimeve dhe produkteve q\u00eb ofrohen falas apo me subvencionim tarife.\u00a0<\/span><\/p>\n\n<p>N\u00eb nj\u00eb treg t\u00eb dyansh\u00ebm, mediat e pavarura p\u00ebrfitojn\u00eb nga donator\u00ebt dhe agjencit\u00eb zbatuese n\u00eb m\u00ebnyr\u00eb t\u00eb drejtp\u00ebrdrejt\u00eb n\u00ebp\u00ebrmjet fondeve dhe krijimit t\u00eb besueshm\u00ebris\u00eb. Ata p\u00ebrfitojn\u00eb nga rritja e numrit dhe angazhimit t\u00eb audienc\u00ebs duke u b\u00ebr\u00eb k\u00ebshtu t\u00eb besuesh\u00ebm n\u00eb syt\u00eb e donator\u00ebve dhe p\u00ebrdoruesve fundor\u00eb. Rritja e numrit t\u00eb audienc\u00ebs sjell si rezultat rritjen e konkurrenc\u00ebs n\u00eb tregun e donator\u00ebve, pasi mediat mund t\u00eb demonstrojn\u00eb kapacitetin e tyre p\u00ebr t\u00eb arritur tek nj\u00eb num\u00ebr m\u00eb i madh p\u00ebrdoruesish fundor\u00eb si propozim t\u00ebrheq\u00ebs p\u00ebr donator\u00ebt, t\u00eb cil\u00ebt synojn\u00eb t\u00eb shtrijn\u00eb sa m\u00eb shum\u00eb ndikimin e tyre social. S\u00eb fundi, mediat e pavarura p\u00ebrfitojn\u00eb si nga rritja e numrit t\u00eb donator\u00ebve ashtu edhe nga zgjerimi i m\u00ebtejsh\u00ebm i audienc\u00ebs dhe rrisin k\u00ebshtu q\u00ebndres\u00ebn p\u00ebrball\u00eb presioneve t\u00eb jashtme t\u00eb mundshme nga interesat e politik\u00ebs dhe t\u00eb biznesit. N\u00eb Figur\u00ebn 1 jepet nj\u00eb p\u00ebrmbledhje e p\u00ebrfitimeve t\u00eb t\u00eb gjith\u00eb aktor\u00ebve t\u00eb p\u00ebrfshir\u00eb n\u00eb tregun e dyansh\u00ebm t\u00eb financuar nga donator\u00ebt p\u00ebr mediat e pavarura.&#13;\n<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"744\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/05-Benefits-for-donors-ALB-1-1024x744.png\" alt=\"Benefits-for-donors.\" class=\"wp-image-9779\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/05-Benefits-for-donors-ALB-1-1024x744.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/05-Benefits-for-donors-ALB-1-300x218.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/05-Benefits-for-donors-ALB-1-768x558.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/05-Benefits-for-donors-ALB-1.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Figura 1: Modeli i mediave t\u00eb pavarura me financim donator\u00ebsh si platforma t\u00eb dyanshme (Sipas Hersberger-Langloh 2019). &#13;\n<\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\">Drejt q\u00ebndrueshm\u00ebris\u00eb financiare brenda tregjeve t\u00eb dyanshme t\u00eb donator\u00ebve<\/h2>\n\n<p>Duke pasur parasysh natyr\u00ebn e bizneseve q\u00eb operojn\u00eb n\u00eb tregjet e dyanshme si dhe kufizimet q\u00eb hasin mediat e vogla t\u00eb pavarura n\u00eb shoq\u00ebrit\u00eb n\u00eb tranzicion, q\u00ebndrueshm\u00ebria financiare \u00ebsht\u00eb nj\u00eb arritje mjaft e nd\u00ebrlikuar. <\/p>\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>P\u00ebr  mediat e pavarura q\u00eb funksionojn\u00eb n\u00eb tregjet e dyanshme me financim nga donator\u00ebt, q\u00ebndrueshm\u00ebria financiare duhet t\u00eb p\u00ebrfshij\u00eb t\u00eb pakt\u00ebn komponent\u00ebt q\u00eb vijojn\u00eb: diversifikimi i burimeve t\u00eb financimit p\u00ebr t\u00eb mos u mb\u00ebshtetur vet\u00ebm tek nj\u00eb donator; sigurimi i perspektivave p\u00ebr financim afatgjat\u00eb; dhe krijimi i rezervave t\u00eb siguris\u00eb, t\u00eb cilat t\u00eb jen\u00eb n\u00eb sasi t\u00eb mjaftueshme p\u00ebr t\u00eb mbuluar dhe siguruar vazhdim\u00ebsin\u00eb e pun\u00ebs n\u00eb periudh\u00eb krizash.<\/p><\/blockquote><\/figure>\n\n<p>Kjo mund t\u00eb arrihet n\u00ebse kuptojm\u00eb se ku dhe si krijohet vlera p\u00ebr donator\u00ebt si klient\u00ebt kryesor\u00eb q\u00eb paguajn\u00eb n\u00eb tregje t\u00eb tilla.&#13;\n<\/p>\n\n<p>Bazuar n\u00eb shpjegimin q\u00eb u dha m\u00eb sip\u00ebr, mund t\u00eb identifikojm\u00eb t\u00eb pakt\u00ebn kat\u00ebr strategji kryesore p\u00ebr krijimin e vler\u00ebs nga perspektiva e donator\u00ebve: (1) Mund\u00ebsimi i shtrirjes s\u00eb donator\u00ebve tek grupet e synuara p\u00ebr t\u00eb leht\u00ebsuar ndikimin e programeve dhe projekteve t\u00eb tyre; (2) Eliminimi i kostove t\u00eb informimit p\u00ebr donator\u00ebt; (3) Sigurimi i shlyerjes s\u00eb investimit p\u00ebr donator\u00ebt n\u00eb drejtim t\u00eb rezultateve dhe zbatimit t\u00eb projekteve n\u00eb p\u00ebrgjith\u00ebsi; dhe (4) Promovimi i emrit dhe aktiviteteve t\u00eb donator\u00ebve. Secila nga k\u00ebto strategji trajtohet m\u00eb posht\u00eb.&#13;\n<\/p>\n\n<p><em><strong>Mund\u00ebsimi i shtrirjes s\u00eb donator\u00ebve tek grupet e synuara<\/strong><\/em><span style=\"font-weight: 400;\"><em><strong>:<\/strong><\/em> Sigurisht q\u00eb vlera m\u00eb e madhe p\u00ebr donator\u00ebt \u00ebsht\u00eb mund\u00ebsia q\u00eb kan\u00eb mediat p\u00ebr t\u00eb vepruar si platform\u00eb q\u00eb i lidh ato me nj\u00eb audienc\u00eb t\u00eb madhe dhe t\u00eb p\u00ebrcaktuar e synuar qart\u00eb. Kjo do t\u00eb thot\u00eb t\u00eb kesh nj\u00eb audienc\u00eb n\u00eb rritje dhe t\u00eb angazhuar q\u00eb kuptohen mir\u00eb nga mediat p\u00ebr sa i p\u00ebrket pritshm\u00ebrive q\u00eb ka audienca, ndjeshm\u00ebris\u00eb s\u00eb saj ndaj \u00e7mimit, format e komunikimit me t\u00eb, vlerat, normat, besimet dhe sjelljet. Shum\u00eb shpesh, mediat e vogla mund t\u00eb ken\u00eb munges\u00eb njohurish t\u00eb zgjeruara p\u00ebr audienc\u00ebn e tyre p\u00ebr shkak t\u00eb munges\u00ebs s\u00eb kapaciteteve t\u00eb brendshme dhe burimeve t\u00eb kufizuara q\u00eb kan\u00eb p\u00ebr hulumtime mbi audienc\u00ebn e tyre. Pik\u00ebrisht k\u00ebtu hyjn\u00eb n\u00eb pun\u00eb strategjit\u00eb p\u00ebr angazhimin me audienc\u00ebn p\u00ebrmes mediave online dhe nj\u00eb mori mjetesh t\u00eb tjera p\u00ebr mbledhjen e t\u00eb dh\u00ebnave, t\u00eb cilat ofrojn\u00eb mund\u00ebsi p\u00ebr p\u00ebrmir\u00ebsime t\u00eb m\u00ebdha n\u00eb drejtim t\u00eb rritjes s\u00eb gam\u00ebs dhe numrit t\u00eb audienc\u00ebs<\/span><span style=\"font-weight: 400;\">. <strong>N\u00eb qend\u00ebr t\u00eb nj\u00eb strategjie t\u00eb till\u00eb \u00ebsht\u00eb zhvillimi i ekspertiz\u00ebs dhe kapaciteteve t\u00eb sofistikuara t\u00eb vet\u00eb mediave p\u00ebr angazhimin e audienc\u00ebs dhe p\u00ebr mbledhjen dhe p\u00ebrpunimin e t\u00eb dh\u00ebnave p\u00ebr t\u00eb.<\/strong><\/span><span style=\"font-weight: 400;\"> Mediat q\u00eb kan\u00eb audienc\u00eb n\u00eb rritje dhe t\u00eb angazhuar, nevojat e t\u00eb cil\u00ebs kuptohen qart\u00eb prej tyre, kan\u00eb nj\u00eb arm\u00eb t\u00eb fuqishme n\u00eb p\u00ebrpjekjet e tyre p\u00ebr sigurimin e financimeve nga donator\u00ebt.<\/span><\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/06-Eliminating-information-costs-through-branding-and-transparency-1024x506.png\" alt=\" Eliminimi i kostove t&#xEB; informimit n&#xEB;p&#xEB;rmjet brandimit dhe transparenc&#xEB;s\" class=\"wp-image-9783\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/06-Eliminating-information-costs-through-branding-and-transparency-1024x506.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/06-Eliminating-information-costs-through-branding-and-transparency-300x148.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/06-Eliminating-information-costs-through-branding-and-transparency-768x380.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/06-Eliminating-information-costs-through-branding-and-transparency.png 1281w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p><em><strong>Eliminimi i kostove t\u00eb informimit n\u00ebp\u00ebrmjet brandimit dhe transparenc\u00ebs<\/strong><\/em><span style=\"font-weight: 400;\"><em><strong>:<\/strong> <\/em>P\u00ebrtej sigurimit t\u00eb komunikimit me audienc\u00ebs, nj\u00eb tjet\u00ebr strategji p\u00ebr krijimin e vler\u00ebs duket se fokusohet n\u00eb krijimin e besimit duke ulur kostot e informimit p\u00ebr donator\u00ebt kur vjen puna te \u00e7mimet, rezultatet dhe aspektet e tjera kryesor\u00eb t\u00eb performanc\u00ebs s\u00eb tyre. Kjo \u00ebsht\u00eb me r\u00ebnd\u00ebsi t\u00eb madhe n\u00ebse duam t\u00eb sigurojm\u00eb angazhimin afatgjat\u00eb t\u00eb donator\u00ebve dhe diversifikimin e burimeve t\u00eb financimit me sa m\u00eb shum\u00eb prej tyre. <strong>P\u00ebr t\u00eb arritur k\u00ebt\u00eb gj\u00eb <\/strong><\/span><strong>nevojitet nj\u00eb strategji e sofistikuar dhe afatgjate brandimi q\u00eb mb\u00ebshtetet n\u00eb transparenc\u00ebn proaktive dhe komunikimin e vazhduesh\u00ebm me donator\u00ebt<\/strong><span style=\"font-weight: 400;\"><strong> dhe jo n\u00eb nd\u00ebrveprime burokratike t\u00eb rastit gjat\u00eb procesit t\u00eb aplikimit p\u00ebr grante dhe gjat\u00eb raportimit<\/strong>. Nga shqyrtimi i 20 shembujve t\u00eb gazetaris\u00eb s\u00eb q\u00ebndrueshme cil\u00ebsore nga vendet e Evrop\u00ebs Per\u00ebndimore dhe Lindore, Amerik\u00ebs Latine dhe ShBA-ve, t\u00eb kryer nga James Brainer dhe koleg\u00ebt e tij nga Universiteti i Navarras n\u00eb Spanj\u00eb, u konstatua se organizata t\u00eb tilla t\u00eb mediave kan\u00eb t\u00eb p\u00ebrbashk\u00ebta pes\u00eb karakteristika, t\u00eb cilat p\u00ebrb\u00ebjn\u00eb baz\u00ebn e strategjis\u00eb s\u00eb brandimit:<\/span><\/p>\n\n<ul><li>Ato funksionojn\u00eb n\u00eb baz\u00eb t\u00eb parimeve t\u00eb pavar\u00ebsis\u00eb dhe besueshm\u00ebris\u00eb, t\u00eb cilat mb\u00ebshteten nga transparenca e madhe n\u00eb drejtim t\u00eb pron\u00ebsis\u00eb, investitor\u00ebve, aksioner\u00ebve, donator\u00ebve, sponsor\u00ebve, performanc\u00ebs financiare dhe metod\u00ebs s\u00eb pun\u00ebs kur prodhojn\u00eb histori.&#13;\n<\/li><li>T\u00eb gjitha k\u00ebto media nxjerrin n\u00eb pah nevojat dhe problemet e p\u00ebrdoruesve t\u00eb tyre si fokusi par\u00ebsor i pun\u00ebs s\u00eb tyre dhe gjysma e tyre nuk pranojn\u00eb as reklama.&#13;\n<\/li><li>Ato jan\u00eb s\u00eb pari digjitale dhe p\u00ebrdorin strategji t\u00eb sofistikuara p\u00ebr angazhimin e p\u00ebrdoruesve n\u00ebp\u00ebrmjet formateve t\u00eb mediave dhe platformave t\u00eb mediave sociale, duke ofruar gjithmon\u00eb informacionin p\u00ebrkat\u00ebs dhe adresat e burimit origjinal q\u00eb shoq\u00ebron historit\u00eb q\u00eb botojn\u00eb.&#13;\n<\/li><li>Pjesa m\u00eb e madhe e tyre drejtohen nga gazetar\u00eb me p\u00ebrvoj\u00eb q\u00eb p\u00ebrdorin reputacionin dhe besueshm\u00ebrin\u00eb e tyre p\u00ebr t\u00eb b\u00ebr\u00eb p\u00ebr vete investitor\u00eb, donator\u00eb, pun\u00ebmarr\u00ebs dhe audienc\u00ebn. &#13;\n<\/li><li>Dhe shpesh angazhojn\u00eb edhe p\u00ebrdoruesit e tyre gjat\u00eb p\u00ebrpjekjeve p\u00ebr ide p\u00ebr histori, nxisin audienc\u00ebn t\u00eb ndihmoj\u00eb me mbledhjen e informacionit me an\u00eb t\u00eb p\u00ebrpjekjeve t\u00eb p\u00ebrbashk\u00ebta dhe angazhim t\u00eb njer\u00ebzve t\u00eb zakonsh\u00ebm (Breiner 2021).   &#13;\n<\/li><\/ul>\n\n<p><em><strong>Sigurimi i shlyerjes s\u00eb investimit<\/strong><\/em><span style=\"font-weight: 400;\"><em><strong>:<\/strong><\/em> Mediat duhet t\u00eb jen\u00eb n\u00eb gjendje t\u00eb mbajn\u00eb premtimet p\u00ebr t\u00eb p\u00ebrmbushur detyrimet q\u00eb parashtrojn\u00eb n\u00eb projekt propozimet p\u00ebr sa i p\u00ebrket vler\u00ebs p\u00ebr fondet e investuara n\u00eb to. P\u00ebr k\u00ebt\u00eb ato kan\u00eb nevoj\u00eb t\u00eb sigurojn\u00eb kapacitetet p\u00ebr zbatimin e projekteve dhe ekspertiz\u00ebn e nevojshme, t\u00eb cilat duhet t\u00eb p\u00ebrmir\u00ebsohen vazhdimisht dhe strategjikisht. <\/span><span style=\"font-weight: 400;\"><strong>Nj\u00eb tjet\u00ebr qasje plot\u00ebsuese \u00ebsht\u00eb krijimi i partneriteteve strategjike me mediat q\u00eb kan\u00eb t\u00eb nj\u00ebjta synime, me organizata t\u00eb shoq\u00ebris\u00eb civile, me biznese dhe partner\u00eb teknologjie<\/strong>.<\/span><span style=\"font-weight: 400;\"> Nj\u00eb qasje e till\u00eb ndihmon n\u00eb zgjidhjen e problemit t\u00eb burimeve t\u00eb kufizuara dhe munges\u00ebs s\u00eb ekspertiz\u00ebs tematike t\u00eb vet\u00eb mediave duke b\u00ebr\u00eb t\u00eb mundur k\u00ebshtu shfryt\u00ebzimin e kapaciteteve t\u00eb nj\u00eb ekosistem m\u00eb t\u00eb gjer\u00eb organizatash partnere, nd\u00ebrkoh\u00eb q\u00eb n\u00eb k\u00ebt\u00eb m\u00ebnyr\u00eb p\u00ebrhapen edhe efektet e aktiviteteve t\u00eb projekteve q\u00eb zbatojn\u00eb ato. Gjithsesi, p\u00ebr nj\u00eb gj\u00eb t\u00eb till\u00eb k\u00ebrkohet edhe zhvillimi i kapaciteteve t\u00eb brendshme t\u00eb vet\u00eb mediave p\u00ebr krijimin e rrjeteve, ngritjen e partneriteteve, negocimin dhe menaxhimin n\u00eb bashk\u00ebpunim t\u00eb projekteve komplekse. P\u00ebrtej zgjerimit t\u00eb kapaciteteve organizative, partneritete t\u00eb tilla mund t\u00eb ndihmojn\u00eb n\u00eb rritjen e audienc\u00ebs dhe b\u00ebjn\u00eb t\u00eb mundur sigurimin e financimeve nga burime t\u00eb tjera q\u00eb, n\u00eb raste e situata t\u00eb tjera, do t\u00eb ishin jasht\u00eb mund\u00ebsive t\u00eb nj\u00eb medie t\u00eb vetme.<\/span><\/p>\n\n<p><b><i>Promovimi<\/i><\/b><span style=\"font-weight: 400;\">: T\u00eb gjitha sa m\u00eb sip\u00ebr b\u00ebjn\u00eb t\u00eb nevojshme nj\u00eb qasje strategjike ndaj promovimit. <\/span><strong>Mediat duhet t\u00eb b\u00ebjn\u00eb p\u00ebrpjekje t\u00eb vazhdueshme dhe t\u00eb gjithanshme promovimi<\/strong><span style=\"font-weight: 400;\"> q\u00eb do t\u00eb b\u00ebnte m\u00eb t\u00eb njohur brandin e tyre tek investitor\u00ebt kryesor\u00eb, nd\u00ebrkoh\u00eb q\u00eb promovojn\u00eb edhe rezultatet e asistenc\u00ebs q\u00eb kan\u00eb marr\u00eb nga donator\u00ebt dhe agjencit\u00eb zbatuese.\u00a0<\/span><\/p>\n\n<p>Strategji t\u00eb tilla mund t\u00eb sjellin si rezultat intensifikimin e efektit t\u00eb rrjetit, ku shum\u00eb donator\u00eb dhe agjenci zbatuese shkojn\u00eb drejt atyre organizatave q\u00eb ofrojn\u00eb vler\u00ebn m\u00eb t\u00eb madhe n\u00eb k\u00ebmbim t\u00eb mb\u00ebshtetjes s\u00eb tyre. N\u00eb Tabel\u00ebn 1 m\u00eb posht\u00eb jepet nj\u00eb p\u00ebrmbledhje e k\u00ebtyre kat\u00ebr strategjive kryesore si dhe disa nga taktikat ky\u00e7e q\u00eb duhet t\u00eb p\u00ebrdoren:&#13;\n<\/p>\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Strategjit\u00eb p\u00ebr krijimin e vler\u00ebs p\u00ebr donator\u00ebt dhe agjencit\u00eb zbatuese<\/strong><\/td><td><strong>Taktika<\/strong><\/td><\/tr><tr><td>Mund\u00ebsimi i shtrirjes tek grupet e synuara<\/td><td><ul>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Angazhimi dhe rritja e audienc\u00ebs<\/span><\/li>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mbledhja dhe analizimi i t\u00eb dh\u00ebnave p\u00ebr karakteristikat e audienc\u00ebs<\/span><\/li>&#13;\n<\/ul><\/td><\/tr><tr><td>Eliminimi i kostove t\u00eb informimit n\u00ebp\u00ebrmjet brandimit dhe transparenc\u00ebs<\/td><td><ul>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Transparenca proaktive n\u00eb lidhje me performanc\u00ebn, kostot, ekspertiz\u00ebn, dhe audienc\u00ebn e medias duke dh\u00ebn\u00eb informacione t\u00eb plota, p\u00ebrfshir\u00eb k\u00ebtu, por pa u kufizuar vet\u00ebm me to, edhe auditet vjetore nga auditues t\u00eb pavarur.<\/span><\/li>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zbatimi i strategjive t\u00eb brandimit q\u00eb lidhen me koncepte, si, p\u00ebr shembull, pavar\u00ebsia, besueshm\u00ebria, transparenca, ekspertiza, sofistikimi teknologjik, dhe angazhimi i p\u00ebrdoruesve.<\/span><\/li>&#13;\n<\/ul><\/td><\/tr><tr><td>Sigurimi i shlyerjes s\u00eb investimit p\u00ebr donator\u00ebt dhe agjencit\u00eb zbatuese<\/td><td><ul>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zhvillimi i kapaciteteve t\u00eb q\u00ebndrueshme p\u00ebr menaxhimin e projekteve<\/span><\/li>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mund\u00ebsimi i nj\u00eb shtrirjeje m\u00eb t\u00eb gjer\u00eb dhe i ekspertiz\u00ebs me an\u00eb t\u00eb partneritetit me media t\u00eb tjera, me OSHC, apo organizata q\u00eb kan\u00eb t\u00eb nj\u00ebjtat synime.<\/span><\/li>&#13;\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sigurimi i q\u00ebndrueshm\u00ebris\u00eb s\u00eb rezultateve t\u00eb projekteve me an\u00eb t\u00eb diversifikimit t\u00eb burimeve t\u00eb financimit dhe testimit e zbatimit t\u00eb modaliteteve t\u00eb ndryshme t\u00eb monetizimit q\u00eb mund t\u00eb b\u00ebjn\u00eb t\u00eb mundur vazhdim\u00ebsin\u00eb e aktiviteteve dhe rezultateve t\u00eb projekteve t\u00eb mb\u00ebshtetura nga donator\u00ebt pas mbarimit t\u00eb nj\u00eb granti t\u00eb caktuar. <\/span><\/li>&#13;\n<\/ul><\/td><\/tr><tr><td>Promovimi<\/td><td>&#8211; Qasja strategjike p\u00ebr promovimin e t\u00eb gjitha aktiviteteve, p\u00ebrfshir\u00eb k\u00ebtu promovimin e gjithansh\u00ebm dhe t\u00eb vazhduesh\u00ebm t\u00eb projekteve t\u00eb caktuara dhe mb\u00ebshtetjen e donator\u00ebve p\u00ebr k\u00ebto projekte. <\/td><\/tr><\/tbody><\/table><figcaption><span style=\"font-weight: 400;\">Tabela 1. Strategjit\u00eb dhe taktikat p\u00ebr krijimin e vler\u00ebs<\/span><\/figcaption><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/07-Towards-Sustainability-Strategies-for-Independent-Media-1024x506.png\" alt=\"Drejt strategjive t&#xEB; q&#xEB;ndrueshm&#xEB;ris&#xEB; p&#xEB;r mediat e pavarura\" class=\"wp-image-9787\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/07-Towards-Sustainability-Strategies-for-Independent-Media-1024x506.png 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/07-Towards-Sustainability-Strategies-for-Independent-Media-300x148.png 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/07-Towards-Sustainability-Strategies-for-Independent-Media-768x379.png 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/10\/07-Towards-Sustainability-Strategies-for-Independent-Media.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Drejt strategjive t\u00eb q\u00ebndrueshm\u00ebris\u00eb p\u00ebr mediat e pavarura<\/h2>\n\n<p><span style=\"font-weight: 400;\">Ekzistojn\u00eb shum\u00eb strategji plot\u00ebsuese q\u00eb mund t\u00eb p\u00ebrdoren p\u00ebr t\u00eb siguruar diversifikimin e burimeve t\u00eb financimit p\u00ebr q\u00ebndrueshm\u00ebrin\u00eb financiare, duke ruajtur pavar\u00ebsin\u00eb editoriale t\u00eb mediave t\u00eb pavarura. Gjithsesi, <\/span><strong>edhe n\u00eb skenar\u00ebt m\u00eb t\u00eb mir\u00eb, ku nj\u00eb organizat\u00eb ka siguruar funksionimin e saj me q\u00ebndrueshm\u00ebri financiare p\u00ebrmes granteve t\u00eb ofruara nga donator\u00ebt, k\u00ebshillohet q\u00eb organizata n\u00eb fjal\u00eb t\u00eb punoj\u00eb shum\u00eb p\u00ebr diversifikimin e burimeve t\u00eb financimit, duke p\u00ebrfshir\u00eb k\u00ebtu edhe t\u00eb ardhurat nga veprimtaria e saj ekonomike<\/strong><span style=\"font-weight: 400;\">. Modeli i biznesit duhet t\u00eb orientohet drejt sigurimit t\u00eb disa t\u00eb ardhurave jasht\u00eb granteve t\u00eb donator\u00ebve, jo domosdoshm\u00ebrisht si z\u00ebvend\u00ebsues t\u00eb k\u00ebtyre granteve, por si nj\u00eb m\u00ebnyr\u00eb p\u00ebr krijimin e kursimeve p\u00ebr investime strategjike n\u00eb kapacitetet e brendshme t\u00eb medias, t\u00eb tilla si pajisje dhe zhvillimin e aft\u00ebsive t\u00eb reja, si dhe v\u00ebnia m\u00ebnjan\u00eb e rezervave financiare n\u00eb rast periudhash krize. Kjo \u00ebsht\u00eb me r\u00ebnd\u00ebsi t\u00eb madhe, pasi grantet e donator\u00ebve mund t\u00eb mos jen\u00eb t\u00eb p\u00ebrshtatshme p\u00ebr k\u00ebto organizata\/media p\u00ebr shkak t\u00eb kufizimeve buxhetore q\u00eb kan\u00eb vet\u00eb donator\u00ebt dhe jet\u00ebgjat\u00ebsis\u00eb relativisht t\u00eb shkurt\u00ebr t\u00eb financimeve t\u00eb tyre. P\u00ebr m\u00eb tep\u00ebr, vet\u00eb donator\u00ebt mund t\u00eb jen\u00eb shkaku i paq\u00ebndrueshm\u00ebris\u00eb financiare i p\u00ebrfituesve t\u00eb tyre, pasi ata mund t\u2019i ndryshojn\u00eb papritmas p\u00ebrpar\u00ebsit\u00eb e tyre p\u00ebr shkak t\u00eb ndryshimeve n\u00eb udh\u00ebheqjen politike ose arsyeve t\u00eb tjera politike apo ekonomike q\u00eb jan\u00eb jasht\u00eb kontrollit t\u00eb organizatave n\u00eb fjal\u00eb.<\/span><\/p>\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Megjithat\u00eb, p\u00ebrpjekjet p\u00ebr diversifikimin e burimeve larg financimit nga donator\u00ebt n\u00ebp\u00ebrmjet sigurimit t\u00eb ofertave tregtare duhet t\u00eb b\u00ebhen me kujdes p\u00ebr t\u00eb mos d\u00ebmtuar modelin ekzistues t\u00eb biznesit. <\/p><\/blockquote><\/figure>\n\n<p>Kjo mund t\u00eb ndodh\u00eb, p\u00ebr shembull, n\u00ebse burimet nuk p\u00ebrdoren p\u00ebr proceset kryesore t\u00eb pun\u00ebs; n\u00ebse b\u00ebhen p\u00ebrpjekje t\u00eb shumta p\u00ebr propozime t\u00eb paarritshme biznesi; ose n\u00ebse n\u00eb strategjik\u00eb e propozuar t\u00eb monetizimit nuk i kushtohet v\u00ebmendje natyr\u00ebs s\u00eb audienc\u00ebs apo edhe vet\u00eb tregut, gj\u00eb q\u00eb mund t\u00eb sjell\u00eb si rezultat humbje t\u00eb audienc\u00ebs apo rrezikim t\u00eb pavar\u00ebsis\u00eb s\u00eb medias. Thjesht fakti se strategji t\u00eb caktuara komercializimi funksionojn\u00eb n\u00eb kontekste t\u00eb tjera apo p\u00ebr media t\u00eb m\u00ebdha komerciale q\u00eb kan\u00eb kapur audienca t\u00eb m\u00ebdha nuk do t\u00eb thot\u00eb se t\u00eb nj\u00ebjta qasje do t\u00eb jen\u00eb t\u00eb suksesshme n\u00eb vende t\u00eb tjera apo p\u00ebr media t\u00eb vogla q\u00eb duan t\u00eb ruajn\u00eb pavar\u00ebsin\u00eb e tyre editoriale nd\u00ebrkoh\u00eb q\u00eb kryejn\u00eb nj\u00eb funksion sh\u00ebrbimi publik p\u00ebr komunitetin. &#13;\n<\/p>\n\n<p><span style=\"font-weight: 400;\">Natyra e tregjeve t\u00eb dyanshme dhe p\u00ebrvoja prej m\u00eb shum\u00eb se tre dekada n\u00eb zhvillimin e mediave t\u00eb pavarura me financim nga donator\u00ebt n\u00eb Ballkanin Per\u00ebndimor tregojn\u00eb se strategjia p\u00ebr q\u00ebndrueshm\u00ebrin\u00eb financiare arrihet m\u00eb s\u00eb miri brenda nj\u00eb modeli biznesi hibrid. <\/span><span style=\"font-weight: 400;\"><strong>Nj\u00eb model i till\u00eb biznesi duhet t\u00eb nd\u00ebrtohet mbi nj\u00eb strategji t\u00eb fort\u00eb p\u00ebr diversifikimin e financimeve nga donator\u00ebt, e kombinuar me sigurimin e t\u00eb ardhurave nga burime komerciale pa rrezikuar pavar\u00ebsin\u00eb editoriale<\/strong>.<\/span><span style=\"font-weight: 400;\"> Ky n\u00eb fakt \u00ebsht\u00eb nj\u00eb akt delikat balancimi, por duke pasur parasysh kufizimet e tregut n\u00eb lidhje me funksionimin normal t\u00eb mediave t\u00eb pavarura, duket se \u00ebsht\u00eb mund\u00ebsia m\u00eb e mir\u00eb p\u00ebr mediat p\u00ebr arritjen e q\u00ebndrueshm\u00ebris\u00eb financiare duke i q\u00ebndruar besnik orientimit t\u00eb tyre programatik.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u00eb rajonin e Ballkanit Per\u00ebndimor, donator\u00ebt dhe agjencit\u00eb nd\u00ebrkomb\u00ebtare zbatuese kan\u00eb luajtur nj\u00eb rol vendimtar me mb\u00ebshtetjen q\u00eb kan\u00eb dh\u00ebn\u00eb p\u00ebr zhvillimin e mediave t\u00eb pavarura, vendimet editoriale t\u00eb t\u00eb cilave nuk ndikohen nga qeveria, biznesi apo politika. K\u00ebto media jan\u00eb p\u00ebrgjith\u00ebsisht media t\u00eb vogla klasike, t\u00eb tilla si radio dhe stacione televizive lokale ose [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":9751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[99],"tags":[811,812,813,810],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rishqyrtimi i strategjive p\u00ebr q\u00ebndrueshm\u00ebrin\u00eb e mediave t\u00eb vogla t\u00eb pavaruar n\u00eb Ballkanin Per\u00ebndimor - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/sq\/rishqyrtimi-i-strategjive-per-qendrueshmerine-e-mediave-te-vogla-te-pavarura-ne-ballkanin-perendimor\/\" \/>\n<meta property=\"og:locale\" content=\"sq_AL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rishqyrtimi i strategjive p\u00ebr q\u00ebndrueshm\u00ebrin\u00eb e mediave t\u00eb vogla t\u00eb pavaruar n\u00eb Ballkanin Per\u00ebndimor - Journalift\" \/>\n<meta property=\"og:description\" content=\"N\u00eb rajonin e Ballkanit Per\u00ebndimor, donator\u00ebt dhe agjencit\u00eb nd\u00ebrkomb\u00ebtare zbatuese kan\u00eb luajtur nj\u00eb rol vendimtar me mb\u00ebshtetjen q\u00eb kan\u00eb dh\u00ebn\u00eb p\u00ebr zhvillimin e mediave t\u00eb pavarura, vendimet editoriale t\u00eb t\u00eb cilave nuk ndikohen nga qeveria, biznesi apo politika. 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