Impact journalism: Making a big difference in a small way
Which story has a bigger impact:
(A) This one from the front page Friday saying that the N.C. Legislative Black Caucus gave scholarships to the relatives of five of its legislator-members.
(B) A short story on page B3 Friday saying that the Greensboro Urban Ministry is collecting used jewelry to raise money to offset its $30,000 budget shortfall for its emergency homeless shelter.
Many journalists would instinctively answer A. Elected officials representing the people directing money to their own relatives? Hello? Ethics 101?
Buzzzz. Wrong answer. Correct answer is B.
Upon reading that story, Christian City Church stepped up. Big. To the tune of $40,000.
Impact journalism -- the kind that changes lives -- doesn't have to be an investigation into wrongdoing, or long and complicated, or on the front page to make a difference in the world. It only has to strike a chord in the hearts and minds of its audience so that they will do something with the information they're given.
We didn't invest much time or effort into the original story. We just published it. But what a difference that made to the people who use the homeless shelter.
In truth, the comparison between the two stories is unfair. Both have impact, although story A's may be a bit delayed. Both are necessary. And both find a home here.