Thinking about the word “blogging” can be a source of stress for nonprofits. With so much on your plate already, blogging can feel like just another time-consuming task to add to the pile. The general understanding has been that a blog has to be managed and operated primarily by someone who has the time and expertise to execute valuable and groundbreaking content. There is also this idea that only an expert in a particular field/topic can effectively curate meaningful content. Luckily, blogging doesn’t have to be a monumental task. You hold incredible knowledge about your mission, and chances are you have connections with some pretty incredible people through your work. Take advantage of your expertise and community to create relevant blog content that will give users better insight into your organization.
Why do you need to blog?
Blogs act as a valuable source of expertise.
A major characteristic of a blog is the sense of authority and knowledge on a subject matter. A blog is a channel through which your nonprofit organization can share your experience and expertise regarding your mission. Chances are, the people on your website already have some base-level interest in what your organization does, and if they’re clicking on your blog, they’re trying to learn more. Having a blog will lend your organization credibility and authenticity, and help position you as thought leaders in your area of expertise.
Having a personalized blog makes connecting with your organization easier for your community, and blogging as a nonprofit organization establishes your NPO as an authority in the area your organization is impacting.
Promote your NPO’s visibility
To be seen, heard, and felt is the focus of all NPOs. Awareness draws in donors and better exposes your nonprofit organization to new communities and potential partners.
Blogging is the best way to keep your nonprofit organization relevant outside of fundraising drives, major projects, or annual reports. Blogs keep the conversation with your community going all year long, by keeping them apprised of the latest news, announcements, data, and more.
Drive more traffic to your website
Let’s talk about attracting donors and new active supporters to your cause. Why should people visit your website? For users who have already donated, or for people who aren’t yet ready to donate, your website needs to give people a reason to keep coming back. A blog can not only increase repeat visits but also attract new users who are searching online for topics relevant to your organization. For instance, if you blog frequently about land conservation in your area, chances are that someone searching for information on this topic will find your website in their Google search results.
How to Blog Effectively
1 – Push traffic using SEO
Search engine optimization (SEO) is the process of using frequently searched words and phrases on your website in order to increase your search engine ranking. SEO is that little effort that can yield big results when used in the right way. What are the right words, phrases, or groups of words that will bring the right traffic to your blog? Because good SEO is important to every website, there are tons of readily available tools and resources to help you understand what works.
- Google Analytics: This is a free tool that you can install on your site that gives you insight into who is visiting your blog, what keywords they are searching for, where your website traffic is coming from, and more.
- Google Trends: This is another useful tool that allows you to search for topics and words which are catching people’s attention around you.
- Keywords Everywhere: This is a tool you can use to check for relevant keywords to use in your blog post that will ensure your nonprofit blog ranks higher on Google.
2 – Keep your blog alive through forums and discussions
A method to humanizing your nonprofit organization is by making your supporters feel a sense of inclusiveness, and this can best be achieved by regularly dropping a conversation opener, and making the forum engaging.
This method increases your community’s trust in your organization and gives them the feeling of being a part of the cause you are pushing, therefore turning them from ordinary supporters to donors. Turn the comments section of your blog on so that users can provide feedback and start discussions.
3 – Use links within your blog copy
Using your blog to drive traffic to your website is a systematic approach that can be easily applied through the use of links embedded into your posts that will direct users to different pages of your site. This will help convert your blog traffic by leading them to different pages of your site, where you discuss your mission and impact, giving them the opportunity to donate or get involved.
Links within your post help keep users on your site longer and encourages them to click deeper into your site, upping the likelihood of becoming invested in your organization.
4 – Don’t forget your social media
This is an age where almost everything important on the internet must pass through social media. Posting links to blog posts on your social media pages not only increases traffic to your website, but also helps fill up that social media calendar with valuable content. This is a strategy that keeps you relevant on both social media and your website.
Blogging is a strategy that in the long run can boost accessibility, awareness, and establishes your nonprofit organization as an authority in your cause, opening you up to increased traffic, new dedicated supporters, a deeply rooted community.