Help us set a Tone Madison record

Last year, Black Friday and Cyber Monday sales topped $18 billion in the U.S. But this sale-filled weekend, Tone Madison is staying realistic and aiming a bit lower. If the world’s biggest companies can make billions of dollars in one weekend, surely our small, independent publication can raise $5,000 in five days, right?

NewsMatch and the Loud Hound Foundation will match your new monthly donation 24 times OR triple your one-time gift, up to $1,000 per person. Everything we raise will go toward building a sustainable newsroom in 2023 and beyond. Will you help us raise $5,000 by Tuesday, November 29?

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Have a question? Check out our FAQ or contact us here.

Looking to make a larger gift or fundraise among your network? Check out our ambassador kit here.

A message from Scott Gordon, publisher

At a time when Madison is going through a lot of change, we want Tone Madison to be something you can count on. You can rely on us to spotlight the artists, musicians, and ideas that make up the fabric of our city, even oddities like the now-vanished Halloween House. You can rely on us to challenge the status quo with inventive, adversarial journalism, including our coverage of abortion rights, housing, and labor.

You deserve a space that preserves the things that make Madison special — and we want Tone Madison to be that space. All our editors, writers, and illustrators love this city as much as you do.

So what do you say? Will you support Tone Madison so we can continue to tell Madison’s stories for years to come?


Frequently Asked Questions

As of 2019, yes. Our partnership with Communication now allows us to fundraise as a non-profit.

If you are interested in making a bigger gift (in excess of $1,000), we’ll also have a chance to roll that into an additional matching fund, tripling the impact of that donation. Please reach out directly to [email protected] if that is something you’re considering.

Most of the revenue Tone Madison brings in goes toward paying our contributors for the writing, illustration, and other work they do as part of our coverage of music and culture in Madison. We believe journalists and artists should be paid for their work. When you donate, you’re helping that happen. We have some basic costs to cover in the form of hosting costs for our website, but all in all we’re a very lean organization and do not take on wasteful overhead—we don’t even pay rent on our office space, which is provided through a partnership with Madison venue and arts incubator Communication.

We believe that our work will be more sustainable in the long run if we can pay for it through multiple sources of revenue. In addition to donations, Tone Madison brings in some money through business sponsorships, merch sales, grants, and events. Each of these revenue sources inevitably has its ups and downs; if you rely too much on any given one, the ups and downs can make life really difficult. Media outlets that rely on advertising have had an especially hard time.

We also believe that journalism as a whole is stronger when the people who value it help to pay for it. But just as importantly, we see our membership program as a way for readers to feel more involved and invested in the work we do.

All payments are processed through Stripe. Stripe is a PCI Service Provider Level 1 which is the highest grade of payment processing security. All credit card information is encrypted, sent directly to Stripe and is never sent to our website server. This means that we are PCI compliant and any breach of our website won’t result in stolen credit card information. Learn more here.

We also believe that journalism as a whole is stronger when the people who value it help to pay for it. But just as importantly, we see our membership program as a way for readers to feel more involved and invested in the work we do.

Right now, our payment platform doesn’t allow you to adjust your monthly or yearly donation amount. Please cancel your existing donation, then sign up for a new monthly or yearly donation.

If you would like to cancel your monthly or yearly support, please log into the website here. Once logged in, click on the icon at the bottom right of the page and click “Subscriptions”, then select “Cancel” subscription. If you don’t know your password, you can reset your password here. Still having trouble? Get in touch by selecting “Customer Service” on our contact page.

If you would like to update your credit card information, please log into the website here. Once logged in, click on the icon at the bottom right of the page and click “Payment cards” and edit your credit card. If you don’t know your password, you can reset your password here. Still having trouble? Get in touch by selecting “Customer Service” on our contact page.

Get in touch by selecting “Customer Service” on our contact page.

Illustration credit: Maggie Denman

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