In today's increasingly online world, businesses need multiple ways of sharing information online. For nonprofits in particular, a blog can serve as an ideal channel to connect directly and authentically with the stakeholders being served.
While blogs have become more common, many organizations still struggle with not seeing the full potential of blogs beyond strictly marketing and increasing business. To help nonprofit leaders stay focused on what matters, 11 Forbes Nonprofit Council members each offer one piece of advice for nonprofits interested in launching a blog or making changes to their existing blog to create a channel that effectively highlights the organization.
Forbes Nonprofit Council members share tips on how nonprofits can create an effective nonprofit blog.
Photos courtesy of the individual members.1. Have An Authentic Voice
When a nonprofit is seeking to launch a blog, make sure there is an authentic voice. Know who your organization is and who your audience is, and be clear on what you're seeking to achieve with your blog. These things can help establish your voice, and once this has happened, it becomes easier to highlight your great work and tell your story effectively. - Kate Bauer-Jones, Future Forward/ Education Analytics, Inc.
2. Center People In Your Content
Stories matter and resonate. When drafting a blog, consider anchoring the blog's voice in the stories of the people your nonprofit serves. Support their ability to tell their stories of your impact in their own voice by having them author the blog. This authenticity resonates with audiences, often eliminates jargon and puts the impact at the center of the story you are trying to tell. - Erin Mote, InnovateEDU
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3. Think Beyond Promotional Opportunities
Please, please, please don’t use your blog simply to market your organization. A blog (along with social media channels and podcasts) is best used to show that you and your organization can contribute to the discussion by adding smart thinking and results to it. When you just focus on promotion, you add to the white noise. Show the “why,” not just the “what.” - Patrick Riccards, Driving Force Institute
4. Act As An Expert
An essential element of establishing a nonprofit blog is sharing thought leadership content. Another way of saying it is “demonstrating your subject matter expertise.” However, that expertise is not about your organization but rather the industry you are in, be it serving the unhoused, poor or needy. People should want to read your blog because you encourage them to think differently. - Bill High, The Signatry
5. Provide Fresh, Useful Information
The first thing is obvious: Make sure you create fresh, original and useful information on a consistent basis. The second is to make sure people can find it! Many organizations focus on one or the other to their detriment. You’ll need both. Nonprofits often don’t have the budget to hire someone highly skilled in website development and SEO, but you’ll need that expertise to show up in search results. - Gloria Horsley, Open to Hope
6. Consider Your Niche
Think about what you and your organization uniquely bring to the work. Bring that unique perspective to the conversation through your blog. Be authentic, be passionate, be sincere and be you. Your uniqueness is what brings your supporters to the table and it is why they will stay engaged with you. - Deidre Lind, Mayor's Fund for Los Angeles
7. Plan Out A Schedule Of Content
Create a plan that includes monthly themes in order to create an organized blog that will help increase the blog's longevity and engagement. When an organization has a template that they follow monthly, this allows stakeholders and potential stakeholders to be confident of the material being circulated, to have a sense of possible expectations of the subject matter for that month and to be engaged. - Tameka Womack, Clayton State University
8. Feature People Of Importance
Feature VIP guests who are brand ambassadors, connect to your work in meaningful ways and have credibility with your audience. In featuring guests, make sure that the content of your blog aligns with the core mission of the organization so that you amplify your brand while avoiding scope creep. - Christopher Washington, Franklin University
9. Include Action Items
Add a call to action in your blog. If you're referring to some service or project, then the call to action tells the reader how they can access the service or participate in the project. - Kimberly Lewis, Goodwill Industries of East Texas, Inc.
10. Leverage Impact Storytelling
Use impact storytelling on your blog. Talk to people and tell their stories by spotlighting individual testimonials of those served by your organization. This will ground your impact and help lead stakeholders through the journey your organization provides while also showing these valued stakeholders how their commitment to and support for the organization transforms those you serve. - Victoria Burkhart, The More Than Giving Company
11. Be Consistent
It's not enough to start a blog and to share a flurry of great content. You must sustain the momentum by consistently posting relevant and resonant content. Your blog needs to become a place your allies and advocates can rely upon and trust to hear your mission stories, engage with your photos, know your latest news and more. So, set a cadence and commit to sharing consistently. - Betsy Chapin Taylor, FAHP, Accordant
