RAISING FUNDS & FRIENDS WITH NONPROFIT BLOGGINGWEBINAR

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Jacqueline Lalley@jackielalley

Director, Strategic Communications

• Likes yoga, public radio, walkable cities

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AGENDA1 Why Your Nonprofit Should Have a Blog

2 Creating Blog Content

3 Optimizing Blog Posts4 Promoting Your Blog5 Measuring Your Blog

1WHY YOUR NONPROFIT SHOULD HAVE A BLOG

65% of nonprofits are producing more content than they were a year ago.

92% of nonprofits are using blogging, social media, email, and videos for their content marketing efforts

Blogging attracts your ideal supporters to your website

and gives them good opportunities to donate and get involved

SEO: More posts = higher ranking• Frequency matters: blogging 16-20

times a month = DOUBLES your site traffic vs. 1-4 times a month

• The more pages you have, the more often search engines find you

Photo:

A place tell your story• Feature your advocates• Build thought leadership,

show your stuff• Earn trust with “social proof”

Great real estate for calls to actionSign up for newsletter, come to event, download a free guide

2 CREATINGBLOG CONTENT

6

BRILLIANT BLOG CONTENT TACTICS

1TARGET YOUR IDEAL SUPPORTERS

Supporter personas help you understandwhat content your ideal supportersare looking for.

2TELL PERSONALSTORIES

3REPACKAGEYOUR CONTENT

Presto! App content becomes blog content.

4BRAINSTORMTOGETHER

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You can produce

all the blog topics you need

in just 15 minutes a week of staff

meeting time.

Photo: Clean Energy Resource Team. License: https://creativecommons.org/licenses/by-nc/2.0/legalcode

5ENLIST TOP-NOTCHGUEST BLOGGERS

Good guestbloggers:• Experts• Partners• MembersBad guestbloggers:• Spammers

6CURATE USEFULCONTENT

• Emphasis on useful

• Are you helpingyour ideal supportersby pullingthis contenttogether?

3OPTIMIZINGBLOG POSTS

Optimize your content to:• Grab your ideal

supporters’ attention

• Rank well in search engines

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1PICK ONE GOOD LONGTAIL KEYWORDfor your blog entry

LONGTAIL KEYWORD

• Search phrase of 3+ words, e.g., “unicorn costumes for kids”

• Gets better quality traffic and higher conversion rates than single word (e.g., “costumes”)

Multiple blogs with the same great keyword will increase your search rank.

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1 Write around a good longtail keyword

210 SIGNS OF AN OPTIMIZED BLOG

1.Social sharing buttons

2.Eye-catching, optimized titles

3. Engaging photos

4. Friendly formatting

5. In-text calls to action

5. Definitive

6. Sidebar calls-to-action

7. Combined relevance

8. Actionable

9. Entertaining / compelling

4 PROMOTING YOUR BLOG

DID YOU OPTIMIZE?SEO is crucial to

promotion.

Banners throughout your site

Social media sharing

Find influential bloggers

WAYS TO PROMOTE YOUR BLOG

• Email signatures• Contests• Blog directories• Events and presentations• YouTube optimized video

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LET YOUR BLOG SHINE

5MEASURINGYOUR BLOG

MILLIONS OF METRICS Which ones are most important?

CRITICAL BLOG METRICS

1. Visitors2. Leads3. Subscriber count4. Inbound links5. Social media

shares

BEST METRICS

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QUESTIONS?

THANK YOU!