Blog About It: Five Reasons Your Nonprofit Website Should Have a Blog
According to a study cited in Harvard Business Review, nine out of 10 organizations (of all kinds) rely on content marketing to cultivate relationships with customers. Why? Simply put, it’s what consumers want. According to the Content Marketing Institute, 70 percent of people—who are not only consumers, but also volunteers and donors alike—would rather learn about an organization via an article than an ad.
What does that mean for your nonprofit? If you aren’t already blogging, we’ve put together five reasons why now is the perfect time to start.
- A blog can help you establish authority for your organization. By sharing helpful information related to your cause, your blog can help position your organization as an expert and a reliable resource in your field. Your blog will inform your audience on the issues you are working to address, and as an added benefit, keep you up-to-date on what’s happening in your field. Plus, you’ll get a lot of practice explaining your mission and different aspects of your organization, which can be helpful online and off.
Tip: Include quotes from established thought leaders in your organization to add authority, value, and interest—as well as a human element—to your posts.
- A blog will help attract more donors, volunteers, and an audience interested in your cause. One of the most widely touted benefits of incorporating a blog into your website is the benefit it can offer to your search engine optimization (SEO) efforts. By enhancing SEO, a blog will provide your nonprofit with increased visibility, making it easier for potential volunteers and donors to find you when they search relevant keywords related to your cause.
Tip: Ask current volunteers to blog about their experiences with your organization. This gives potential volunteers an “inside look” at what it’s like to be involved with your organization.
- A blog will help raise awareness about the mission of your nonprofit. According to the National Center for Charitable Statistics, there are more than 1.5 million nonprofits registered in the United States. What is yours doing to stand out from the pack? From world hunger to marine conservation, a blog is the perfect venue for generating awareness—which is vital to the growth and success of your organization—and sharing information about issues that matter. Use it to post stories, provide statistics, and share photographs.
Tip: Use pictures. Tell stories. Infographics can be an attractive and compelling way to do both and create shareable content that can be spread throughout the Internet, increasing awareness outside of your blog.
- A blog provides a forum to publish your organization’s victories. Did your organization successfully deliver clean water to eight communities last month? Did your fundraising efforts make it possible to reach your goal of providing meals for 30 percent more people in your community? Blog about it! By sharing the good news and keeping readers up-to-date on your progress, you're demonstrating to your donors the impact they have when they invest in your nonprofit.
Tip: Use numbers whenever possible. People are always seeking helpful statistics and data. Plus, research shows that while numbers work well in headlines, digits in particular are more shareable.
- A blog is a great way to extend your social media reach. “Like It,” “Tweet It,” “Send it to a Friend.” Since blogs can be easily shared across multiple social networks, blogs are an effective way to help your nonprofit gain supporters and followers. It allows readers to easily interact and react to your posts.
Tip: Choose topics about subjects that people want to hear. Looking at other blogs in your field can be a helpful way to see what works and what doesn’t.
A great blog doesn’t happen without a little time and effort, but it can be a relatively simple, cost-effective way to market your nonprofit. It can be an effective and powerful way to “connect for a cause” and cultivate an online community that shares a passion for your nonprofit’s purpose. Used properly, it will not only support your outreach, social media, and SEO efforts, it will also provide you with a central location for all of your content marketing communications.