Chrissy Beck is the managing director of The Chronicle at Duke University and Erica Perel is the former general manager at The Daily Tar Heel at the University of North Carolina. Their newsrooms teamed up to create the Rivalry Challenge around the annual Duke-UNC basketball game, turning it into a revenue maker for both nonprofit newsrooms. Chrissy and Erica wrote about the Rivalry Challenge for API's Better News initiative. Editor's Note: Erica Perel is now the director of the Center for Innovation and Sustainability in Local Media at the UNC Hussman School of Journalism and Media. The center runs the UNC Table Stakes program. Learn more about your ad choices. Visit megaphone.fm/adchoices