Adding a blog to your nonprofit organization’s website can provide major benefits in terms of reaching and engaging supporters. The increasing use of mobile internet connection and social media makes writing a blog one of the most effective ways publicizing your nonprofit, making networking connections, and soliciting donors. An effective blog, updated regularly with new content, takes time, talent, and attention. When you consider the many potential benefits and advantages that can be obtained from blogging, it can be well worth the effort even if you have to add a part-time writer to script your blog entries.
Expanded Reach and Higher Online Profile
A blog helps to increase the search engine optimization of your nonprofit’s website and draw more visitors. Search engine ranking is boosted by regularly publishing new material on your website. A blog provides a regular flow of new content. Continually publishing fresh content about topics related to your nonprofit makes your website show up in the search results for a larger number of search terms and phrases. A well-written blog will eventually attract regular readers, and at least some of your fans will start sharing links to your blog. This expands your reach to a wider audience, and those inbound links to your site are another factor that can elevate your site’s ranking in search engines.
More Timely Publicity Means Increased Engagement
Compared to a newsletter produced by your organization and mailed out monthly, a blog offers a much more effective avenue for timely communication of news about your nonprofit. A blog also lets your organization be more socially engaged by publishing commentary about mainstream contemporary news events, especially as they relate to your nonprofit’s work. More timely communication encourages engagement with your readers. For example, if your organization helps economically disadvantaged women find and obtain jobs, a timely blog announcement about one of your clients who has just been hired by a major corporation is likely to elicit congratulatory notes from readers, whereas an article about the same event, appearing as “old news” three weeks later in a newsletter, is unlikely to have the same effect in moving people to respond. Timeliness makes a difference; just think about how engaged you and your friends are the night your favorite team wins a championship compared to when you’re talking about it three weeks after the fact.
Enhancing Your Organization’s Public Image
Just by writing a blog, you gain credibility and recognition as an authority. This elevates the public image of your nonprofit organization. The kind of material you can publish in your blog, such as in-depth biographical stories about individual clients who have been helped by your organization, helps to make the work your nonprofit is doing appear more substantive and real, as it lets readers to grasp the effectiveness of your nonprofit’s work in making a difference in the world. Writing a blog can provide your nonprofit with a wealth of benefits in exchange for a small amount of time and effort. Make your blog effectively engaging by publishing a variety of material, such as photo essays, infographics, and interviews with volunteers or key donors. Be sure to post links to your blog posts on your social media outlets for maximum reach.