The context
Make donation a pillar of independent ecological journalism.
Vert is an independent media outlet that breaks down ecological news with clarity, rigor and humor. Founded in 2020, it has made it its mission to put climate and living things at the heart of the news, with varied formats: daily and weekly newsletters, reports, videos, educational posters… accessible to everyone.
Since 2022, we've supported the team in building an economic model based on donations. From 2024 onwards, this work expanded to developing a more stable and structured membership model. Alongside Vert, we designed the model, defined the offerings, led key campaigns and mobilized all our expertise: audience research, strategy, visual and technical design of donation pages, communication planning, email copywriting, membership mechanics and sponsorship.
We also support the team in structuring itself internally: hiring, training, management. The objective is clear: to share our expertise, strengthen their independence, and support the media's growth without compromising its editorial ambitions.
→ In 2024, Vert raised over €720,000 from its audience — representing 90% of its revenue. In June 2025, over 10,000 people support Vert each month.
Donation and membership campaigns
Launch an initial campaign to establish the foundation (2022)
In spring 2022, Vert asked us to design its very first fundraising campaign. The objective was twofold: clarify the editorial offering and build an initial community of supporters. The campaign was conceived as a major editorial moment, tied to the presidential campaign, and built on a strong value proposition. We supported the team through strategic planning, copywriting, graphic design, engagement mechanics, and media outreach.
Result: €32,000 raised for an initial target of €20,000. The number of donors doubled in one month, and the newsletter gained nearly 14% in new subscribers.
Test the membership model with a dedicated campaign (2023)
In spring 2023, Vert calls on us to structure a new campaign, this time focused on recurring donations. The team wants to test a membership model, create a members club, and offer a clear, tangible, engaging proposition. We intervene across all aspects: strategic framework, messaging, conversion mechanics, donation page, sponsorship, and tracking.
Goal reached before the end of the campaign: 2,600 people join the Club. A solid foundation to continue building the model.
Structure membership engagement with a pivot campaign (2024)
In spring 2024, Vert entrusts us with a strategic new campaign aimed at consolidating and expanding its membership model. We begin with an audience study to better understand expectations and refine messaging. We then support the definition of objectives, structuring of offerings, design of the new donation page, drafting of emails and public texts, implementation of the communication strategy (social media, events, newsletters) and engagement of relay partners.
The campaign enables Vert to welcome 3,850 new members into its Club, while strengthening its reputation and financial stability.
Continue anchoring the Club with an editorial campaign (2024)
In autumn 2024, Vert launches Burning Issues, a new editorial project to decode the far right, its climate deniers and its media channels. This membership campaign marks the launch of an ambitious new vertical, combining investigations, narratives and analysis. We step in to adapt and integrate a new crowdfunding page: creation of a design system derived from the campaign's artistic direction, design of the layout (desktop and mobile), technical integration, automatic display of donors and team training on the tool.
The initial target of 100,000 € has been far exceeded: more than 250,000 € have been raised, enabling Vert to bring this landmark project to life and expand its community of supporters.
Marketing strategy
Support Vert in defining its business model
Since 2022, Médianes has been helping Vert structure its economic model based on support from its readers. The goal: to make donations and memberships a stable pillar, matching the media's editorial ambitions.
We began with a strategic audit, followed by recommendations to establish a viable, virtuous economic model consistent with Vert's values. We helped the team clarify its value proposition, define its financial priorities, and build an independent marketing strategy focused on the needs of its audiences.
In 2024, we conducted an in-depth audience study to refine our messaging, test new offerings, and strengthen our membership strategy. This work is part of comprehensive support that combines strategic guidance, operational assistance, and the transfer of our marketing expertise.
In 2025, we also contributed to recruiting a marketing manager, providing support with the job definition and the hiring process.
Streamline the donation process
Since 2022, to strengthen the economic model, we have supported Vert in streamlining the donation experience. This led to a series of recommendations and concrete actions across technical, design, and editorial aspects: user journey, page structure, conversion messaging, re-engagement mechanics, and sponsorship.
The goal was to increase the share of regular giving, grow the average donation, and establish a robust, understandable and effective model.
Develop complementary levers
Create and set up an online store (2022–2023)
Following a crowdfunding campaign dedicated to selling posters on ecology at the end of 2022, Médianes was brought in by Vert to create an online store enabling the sale and logistics preparation of orders for products sold by the media outlet (physical and digital). Médiane configured the hosting and subdomain dedicated to the store, enabled the integration of a payment platform (tool pooling, routing configuration), optimized the payment funnel, and configured ad hoc emails.
This store went live in fall 2023, and now allows you to order and download a series of educational posters to learn all about greenhouse gases, energy, biodiversity, transportation, and more.
Support the launch of a lecture series
In May 2025, Vert continues its development and commitment by launching Vert the future, a series of conferences to understand and take action on ecological challenges. This new project, designed to raise awareness broadly while mobilizing organizations, offers educational and accessible training on topics related to climate change, misinformation, and artificial intelligence, aligned with the media's core mission.
As part of the launch of this new offering, Médianes supported the team on strategic, design and web aspects. From a technical standpoint, we designed the functional and graphical mockups for the dedicated mini-site presenting the offering, before ensuring its development and integration. A new milestone to amplify the impact of Vert while diversifying and strengthening its business model.
Web and maintenance
Building solid foundations (Since 2023)
Beyond campaigns, we work continuously to ensure the consistency, maintainability, and accessibility of the media's web infrastructure. Our work covers updating donation pages, developing custom modules, maintaining websites, streamlining installed tools, and providing technical support as the project evolves.
This web assistance forms an essential foundation that enables the Vert team to act quickly, iterate on its formats, and guarantee a smooth experience for its readers and donors.
HR and management
Supporting a growing team
Since 2022, Vert has also benefited from management coaching to support its growth. Médianes played a mentoring role with the leadership team to help them step back and reflect on their internal organization and clarify roles and responsibilities. We notably supported the media in strategically recruiting a marketing manager, essential to developing Vert's reader community.
Vert also joined the very first cohort of the Médianes Programme, alongside other committed emerging media outlets, benefiting from regular oversight of its strategy, business model, and organizational choices.
About Vert
A news outlet focused on ecology
Vert is an independent media outlet that breaks down ecological news with clarity, rigor, and humor. Founded in 2020, it has established itself as an essential reference on environmental issues, adopting a pedagogical and engaged approach, countering anxiety-driven or overly technical logic.
Vert publishes a free newsletter every morning, read by over 100,000 people. The team also produces videos, reports, educational posters, and hosts conferences to better understand the major changes underway.
Entirely funded by its readers, Vert has committed to independent journalism, ad-free, in the service of the public interest.
