Blogging for Nonprofits

By Paul Weber
As appeared the Jeffrey Byrne & Associates, Inc. Newsletter

Should your nonprofit create a blog?

Blogs or Weblogs are so new that even some spell-check software won’t recognize the term. But blogs are the latest technology trend that can create a dynamic online community and enhance your nonprofit communications.

What is a weblog? It’s simply a website that looks more like an online journal or diary than a traditional website. Blogs are short stories and articles that are updated frequently and may include commentary from those who visit and read your blog.

Why such a focus on blogs rather than a traditional website?

A blog is an easy way to provide regularly updated information to your audience or constituents. Easy to create and maintain, blogs enable you to provide a constant flow of content which will enhance your websites search engine appeal. More importantly, the intimate nature of blogs encourages commentary and feedback. Rather than just reading, visitors to your blog get engaged.

While most blogs are outwardly directed, large organizations might consider developing a blog for staff, volunteers and others who would benefit from hearing more about “what’s going on” in the organization.

To start learning about the potential of blogging for you nonprofit, start by simply conducting an online search of nonprofit blogs. One source for reference is:
http://nonprofitblogexchange.blogspot.com/ which is full of useful information about nonprofit blogs and links you to many other sources and examples.

But do you really need to create a blog for your nonprofit?

If your organization, staff, volunteers, board and constituents would benefit from hearing from and about your nonprofit on a regular basis, then a blog might be for you. However, like any external communications program consider several factors before committing to blogging:

• Is there someone who can become the “blog champion,” insuring regular content and updates?
•  Will enough people have a genuine interest in reading and contributing to your blog?
•  Do you have controls in place to manage the content, consistent with your desired communications?
• Is someone on your staff comfortable with the technology and willing to take on the new challenge?

If you’re ready to enter the world of blogging, here are some quick tips for effective blogs:

• Link to other articles and blogs on the web that are relevant to your topic.
• Cross promote your blog with your website, newsletter and other communications materials.
• Invite experts to contribute as guest bloggers.
• Rotate or assign blogging duties among staffers until the blog grows organically.
• Don’t be afraid to stop the blog if there isn’t sufficient interest.
• Monitor the blog consistently to avoid stray or unwanted postings.
• Keep postings short and relevant to encourage “non-writers” to contribute.

Although not for everyone, consider blogging when your nonprofit is ready to “spread-the-word” beyond traditional communications tools.
 

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