Corporate Blogs for Nonprofits

Claire SpeedFeb 28, 2011

Social Media Marketing

Nonprofits in Canada• 161,000 organizations• 2nd largest nonprofit sector in the world• Resource “poor” – revenue and staff

Source: Statistics Camada

Blogging for nonprofits: value added or time wasted?

Why blog? Pros• Creates a conversation• Highlights the organization• It’s dynamic• Is a unique voice• Can use as a recruitment tool

Inexpensive way to market/communicate

Why “not” blog? Cons• Time consuming• How do we measure success?• Lack of experience with medium

Source: Ventureneer and Caliber

Lack of resources and knowledge

2010 Survey of Nonprofits• Use of Blogs – 52%• Effectiveness of Blogs

– 18% very effective – 55% somewhat effective

Source: Ventureneer and Caliber

What makes one blog better than another?

How to write effective blogs• Be outwardly focused and relevant• Share expertise, knowledge, advice, info• Be natural – write for the medium• Be consistent and write regularly

2 most important words: “you” & “because

Blogging for a Cause• Environment• Healthcare• Education• Religion• Social services• Arts/Culture

Arts and Culture in Canada• 13,800 organizations

oHeritage: Museumso Visual Arts: Gallerieso Performing Arts: Theatre, Dance, Music

Source: Statistics Canada

A Typology of Blogs• Storytelling

– personal stories, behind-the-scenes• Educational

– how-tos, Q & As• Broadcast model

– announcing activities, performances, contests

Parlando: the COC blog• Broadcast and Behind the Scenes

COC Book Club• Educational

In His Own Words: Alexander Neef’s Blog• Behind-the-scenes and Educational

Cecily Carver, Social and Interactive Coordinator (since Aug 2010)

CANADIAN OPERA COMPANY

ESO Blog • Broadcast model• Behind-the-scenes

Sticks and Drones: A blog by Bill Eddins• Behind-the-scenes• Educational

Philip Paschke, New Media Specialist (since May 2008)

EDMONTON SYMPHONY

NAC Blog • Broadcast model• Behind-the-scenes

NACO Tour Blog• Storytelling• Behind-the-scenes

Jen Covert, EMarketing Officer (since 2009)Maurizio Ortolani, New Media Producer

NATIONAL ARTS CENTRE

Questions to ponder…• Considering the older demographic of

audiences for “classical” performance arts (orchestra, opera, ballet) are blogs an effective marketing tool?

• When blogs don’t elicit comments are they still adding value?

Technology at the NAC: Youtube Interview

Corporate website•

Performing arts educational website• •

Hexagon Studio • Teaching via broadband•

Questions?

• YouTube: to be posted at a later date• Slideshare: for this presentation• Follow me on Twitter: @cms0629