Nonprofit Blogging 101

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Using some real world use cases we'll cover nonprofits blogging basics as well as tips, strategies and best practices to help you start blogging or improve what you're already doing.

Transcript of Nonprofit Blogging 101

  • 1.Blogging for Nonprofits
    By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
    Blogging The quickest way to start a two way dialog

2. Whos Talking?
Jeff Patrick
Common Knowledge
@commonknow ^jp
Frank Barry
Managing Consultant
3. In this session, using real-world case studies we'll cover the following:

  • What is a blog?

4. Why blog? 5. The anatomy of a Blog 6. Nonprofit blog examples 7. 9 Blogging donts 8. 16 Blogging starter tips 9. 10 tips to use once your ready post? 10. Some guidance on commenting?Blogging for Nonprofits
11. What is a Blog?
Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.
A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic.
The ability for readers to leave comments in an interactive format is an important part of many blogs.
12. Why Should I be Blogging?
Some stats to ponder
13. Why Should I be Blogging?
On average 55% more visitors
97% more links to your website (improves search results)
434% more indexed pages
14. Why Should I be Blogging?
Staff development
Thought leadership
Search engine rankings
15. The Anatomy of a Blog
16. The Anatomy of a Blog
Main Post
Easy to read headline
Good Imagery
17. The Anatomy of a Blog
Post History
18. The Anatomy of a Blog
Google Search
Top Posts
19. The Anatomy of a Blog
Google Analytics
20. Communication Channels
Reaching Your Supporters
21. Communication Channel Fragmentation
1 Newspapers
2 Magazines
3 Email
4 Broadcast TV
5 Radio
6 CD Player
7 Cable TV
8 Personal Computer
9 Satellite Television
10 Internet (web site)
11 Cell Phone
12 DVD Player
13 Satellite Radio
14 MP3 Player/iPod
15 Tivo/DVR
16 Slingbox
18 Online Video
19 Mobile Internet
20 Console Video Games
21 Mobile Games
22 Text Messaging
23 Mobile Video
24 Download Movies
25 Podcasts
26 Instant Messaging
27 Social Networks
28 Twitter
Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem
and the rise of the Internet as Mass Medium, Feb 2007
1 Newspapers
2 Magazines
3 Cable TV
4 Broadcast TV
5 Radio
6 Cassette Tapes
7 Walkman
9 Personal Computer
10 Console Video Game
11 PC Video Game
1 Newspapers
2 Broadcast TV
3 Magazines
4 Broadcast Radio
5 Eight Track
22. Hype vs. Reality
23. Gartners Hype Cycle - Blogging
24. BIG Picture
How does blogging fit into your online strategy?
25. Online Ecosystem Fragmentation of Your Web Site
External Networks
Internal Networks
26. Types of Blogs
Internal, External, Citizen, Expert
27. What is a Citizen Blog?
Citizen Blog: A column presented by your supporter(s) with their take on your world. Often presented along with a social networking profile.
Purpose: Help your community share their stories.
Peer-to-peer relationship building
Education and awareness
Identify core prospects and donors
Recruit new volunteer writers
28. Sierra Student Coalition: Citizen Blog
29. What is an Expert Blog?
Expert Blog: A blog presented by an internal or external subject matter expert.
Purpose: Enhance editorial content on your site.
Expand breadth/depth of editorial content
Offer a different perspective on your work
Drive traffic to your site (external experts)
30. Expert Blog: Sierra Clubs Hey Mr. Green
Sierra magazines answer guy answers your green
living questions.
31. What is an Internal Blog?
Internal Blog: A blog presented on your organizations web sites.
Purpose: Enhance the editorial content on your site and optionally creating dialogue.
SEO / Traffic
Increased engagement on site
Connection with new supporters
Peer-to-peer relationship building
Education and awareness
Identify core prospects and donors
Recruit new volunteer writers
32. ChildFund
33. What is an External Blog?
External Blog: A blog, written by your organization about your mission and programs presented on an external web site.
Purpose: Create an additional outlet for your content and reach another audience.
Peer-to-peer relationship building
Education and awareness
Identify core prospects and donors
Recruit new volunteer writers
34. External Blog
35. Successful Nonprofit Blogs
A look at some examples
36. Christopher & Dana Reeve FoundationCase Study One
37. Online Ecosystem: Christopher & Dana Reeve Foundation
38. Online Ecosystem: Christopher & Dana Reeve Foundation
Post 2-3 times a week
1 Main contributor
Engagement increasing
Page views up 60%
Unique visitors up 26%
39. Lance Armstrong FoundationCase Study Two
40. Lance Armstrong Foundation
60K views/mnth.
Twitter is #1 referring site
1 Main contributor with 2-3 supporting
CEO/Lance post occasionally
41. Sierra Club
Case Study Three
42. Sierra Club: Carl Pope - Taking the Initiative
Political Insights from the Executive Director
43. Sierra Club: The Green Life
Ideas for living well and doing good from Sierra magazine.
44. Sierra Club: Hey Mr. Green
Sierra magazines answer guy answers your green
living questions.
45. Sierra Club: The Insider
The inside scoop on environmental news, action alerts,
outings and more.
46. Other Blogs at Sierra Club
47. House Network: Climate Crossroads
48. Expert Blogs on Climate Crossroads
49. Sierra Club: Trails
50. 9 Blogging Don'tsMake sure not to go down these roads
51. 9 Blogging Don'ts
Dont fake it
Dont sell / market
Dont be corporate
Dont talk AT your readers
Dont be an island
Dont forget your employees
Dont stray from your objectives
Dont let the content go stale
Dont force login to comment
52. 16 Blogging Starter TipsWhat should I be thinking about?
53. 16 Blogging Starter Tips [1-4]
Strategic RoleHow does the blog fit within your online communications strategy? Online strategy more generally? Offline strategy?
AudienceWho are you targeting with your blog outreach? Consumers, bloggers, media, decision makers?
ObjectivesWhat will you accomplish with this blog?
PersonaWhat is the personality, tone, voice and orientation to your issues of the blog author(s)?
54. 16 Blogging Starter Tips [5-8]
BrandingHow is the blog branded? Name? Look and feel?
ContentWhat is your editorial content calendar? What topics or categories will you include? When will you stray from these guidelines?
FrequencyHow often will you post?
ResourcingWho will author, edit, approve and post?
55. 16 Blogging Starter Tips [9-12]
ProcessWhat is the process for writing, approving and posting to the blog? What is the emergency process?
ModerationWho will moderate and manage comments to your blog? Who replies? What is the process for escalating issues?
MetricsHow will you measure success? What can you actually measure automatically? What are your targets? Google Blog search, Technorati, Google Analytics, Feedburner, AddThis
ReportingWhat reports do you need? Who will review the reports? What frequency? What format?
56. 16 Blogging Starter Tips [13-16]
Marketing PlanHow will you promote the blog? Channels? Messaging? Other bloggers?
Executive Buy-inAre you starting first and getting buy-in later? Do budgets need to be allocated? Is there political coverage for your work? How do you escalate issues?
Corporate PolicyShould employees participate in the blog? Comment on the blog? When? What type of content? With what objectives? How will you communicate the policy to your employees? What are the privacy and terms of use for the blog?
LegalBlogs can lead to legal issues copyright, liability, non-disclosure, indemnity, exclusions and limitations. Solicit advice from legal council. Establish guidelines that keep you out of trouble.
57. So Youre Ready to Start Posting?What should I be thinking about?
58. So Youre Ready to Start Posting?
TitleInclude humor, surprise, personal, timeliness, etc.
Keywords (SEO)Use them in title, headers (h1), hyperlinks, tags, 1st paragraph
FormattingUse headers, break things up into easy to read chunks
WritingUse short sentences and easy to understand words
ImagesUse images to clarify, amplify & augment your copy. Flickr.
LinksLink to other blogs & to your past blogs
59. So Youre Re