Let’s cut to the chase; you need to start blogging. Without fresh content, your nonprofit’s website is nothing more than an online billboard with a tip jar.
Blogging is a great way to give people who already know about you a reason to come back to your website again and again. Blog posts also drive new traffic and are a great way to share information about your organization and your cause.
If you’re new to blogging, use the infographic below to familiarize yourself with its many benefits and recipes for success.
Six benefits of blogging
Drives website traffic
Generates social media shares
Helps with SEO
Let’s you share news and information
Increases your credibility
Establishes you as an expert
When was the last time you saw someone share a nonprofit’s “about us” page on Facebook? Informative and/or entertaining articles get shared, not promotional pages.
Google uses social media signals as a sign of quality content. When you have social media shares, high rankings aren’t too far behind. And with social shares and rankings come traffic. Win win!
When you share worthwhile, expert information about the area or cause in which your nonprofit operates, it makes you more trustworthy in the mind of (prospective) donors.
Things you should blog about
News and updates concerning the mission you serve
Educational information for your constituents
Mission success stories
Personal stories from employees, volunteers and those you serve
How you support your community
There’s no shortage of content that a nonprofit can write about. In fact, nonprofits have an unfair advantage when it comes to institutional knowledge. Think about the topic of your mission, then expand outwards into all the possible sub-topics. Educational content should far outnumber your promotional content, but don’t be afraid to occasionally talk about all the great things your organization does!
Who should blog
Those you serve
You don’t have to do it alone! Everyone in your organization should contribute blog posts. Don’t be afraid to ask board members and volunteers. You might even ask a donor to write about why they support your organization.
Blog post checklist
Appealing and provocative title
Social share buttons
A striking image or video
Frequent paragraph breaks and bulleted lists
Author bio and photo
You should make it easy for people to read and share your posts. Don’t forget to include a relevant and enticing CTA (call-to-action) at the end of every post to give the reader something to do next. The worst thing you can do is to invest a lot of time into producing a blog post, only to have the reader exit your site without converting (filling out a donation or sign-up form).
How does your organization leverage blogging? Let me know in the comments below!
Steven Shattuck served as the chief Engagement Officer at Bloomerang for 10 years. A prolific writer and speaker, Steven contributed to “Fundraising Principles and Practice: Second Edition.” He also supports the Association of Fundraising Professional's Fundraising Effectiveness Project, serves as an AFP Center for Fundraising Innovation (CFI) committee member, and sits on the faculty of the Institute for Charitable Giving. He is the author of Robots Make Bad Fundraisers - How Nonprofits Can Maintain the Heart in the Digital Age, published by Bold and Bright Media (2020).
You can find Steven Shattuck on LinkedIn