Why should nonprofits blog?

Is blogging really worth the effort?

Blogging is resource heavy. Blogging takes time. So why should nonprofits spend time they don’t have writing secondary contact to their main website?

The simple answer is that blogging is now a key method of communication for the general public. Statistics show blogging is becoming increasingly important in the business and communications sphere. If we’re serious about getting our message out and encouraging support for long-term change, we need to meet people in the venues they are choosing.

How do nonprofits blog?

Generally non-profits blog with simple field reports and/or success stories. Strengths: This approach has considerable appeal, if well done, as it shows funds are being used effectively and it encourages identification with the cause. Weaknesses: This approach alone lacks the capacity to respond to those who wish to interact,  lacks content that really ‘gives’ to the reader, and often focuses too narrowly to attract new readers.

3 tips to improve the impact of your blog.

Inbound Marketing gurus Hubspot, suggest several tips for blogging for business – both as B2C and B2B. While nonprofits are not technically businesses, there are several communications parallels that can be usefully adapted in the nonprofit sphere.

1. Speak ‘around’ the subject. In other words don’t just talk about John’s rice paddy in a remote part of the Ivory Coast (Côte d’Ivoire). Talk about rice production in zones of conflict or write about the challenges of moving from subsistence farming to farming as business. This will appeal to many more people and be much more likely to attract new web surfers.
2. Offer the reader something meaningful. Hubspot is an excellent example of this practice in the business world. Their consistent offer of free webinars enables readers and listeners to improve their inbound marketing skills. As a result they gain a loyal following who also link back to their website and blog, garnering exponential growth in hits (check the bottom of this blog). Hubspot is a real resource and has become the ‘go to’ blog/site for inbound marketing. Why not become the ‘go to’ blog for your area of expertise?
3. Reply to your readers’ comments and questions by name. This simple practice is done by very few business, but where it’s done, it achieves great results. Homegoods’ blog is one blog that does respond by name and, as a result, enjoys an extremely solid fanbase of evangelists for their brand.

Want to look at a really useful video to hone your skills? Click below

Hubspot\’s Inbound Marketing University on Blogging

Jonathan Bernd

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