Blogging: Something every nonprofit should be doing

A decade ago the idea of keeping a blog was, well, almost unheard of. But today it's one of the most popular forms of social networking.

For many, a blog is nothing more than a digital diary or public platform to air their grievances to the ether with no hope of ever garnering any sort of benefit apart from emotional satisfaction. But for nonprofits, a well-done blog can stand as a gateway to generating more online donations, connecting with contributors and bolstering your image through every channel.

Chase the rankings
Charities hoping to promote themselves in the digital age are discovering they are bound to the rules of search engine optimization, which can help determine how your easy your page is to find online.

Popular search engines look for a variety of factors in determining the rank of your website, and prominently included amongst them is how often new, quality content is added to your site. Blogging is an easy and fun way to fulfill SEO requirements and help buoy the searchability of your organization's website.

Be your own media
Unfortunately, stories of the good deeds charitable organizations around the world are doing aren't overwhelming the news feeds. In many cases, what your organization might consider "big news" doesn't have the broad appeal media agencies need to divert resources to it. That's where blogging comes in handy.

Instead of working for front page headlines, blogging can help your organization create your own news. Be the press you hope to attract. The information will be appreciated by existing and prospective donors alike, and the content may end up catching the attention of outside press, as well.

Involve your supporters
When you're proposing the idea of a blog to your staff, it's likely you'll get back at least one, "I don't have the time." A valid excuse, raising money for charity isn't easy and many nonprofits simply don't have the fiscal resources to keep up with a blog. They do, though, have access to a pool of fundraisers and contributors who, by all accounts, are interested in what your organization is doing.

Outsourcing writing to supporters who are already interested in being partners in charity is a great two birds with one stone situation. On the one hand you have content being generated regularly by a variety of authors each adding their own unique perspective. And then on the other you have a surefire way to encourage sustained donor-to-organization interaction.

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