the power of blogging & thought leadership for nonprofits · the power of blogging and thought...

Exclusive Session for:

The Power of Blogging & Thought

Leadership for Nonprofits

March 21, 2018

The Power of Blogging and Thought Leadership for Nonprofits

ü  Your website: the foundation of your online presence. ü  3 keys to becoming a thought leader. ü  Why blog? Who should blog? ü  7 components of the best nonprofit blogs. ü  6 steps to getting started with a team blog. ü  3 content tips to optimize effectiveness. ü  4 ways to promote your blog. ü  Tips for measuring your blog’s performance. ü  Examples | Action Steps | Q&A.

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@firespring @jaywilk

Why do nonprofits struggle?

78% of nonprofit websites are designed for less than $750.

We’re trying to do more with less . . .

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Most nonprofits send visitors away to engage instead of keeping them on their website.

YOUR WEBSITE

THE FOUNDATION OF YOUR ONLINE PRESENCE

your

Website The 5 elements of a powerful and engaging website.

82% of donors visit a nonprofit’s website before giving.

Images & headlines that tell your story

Navigation options

Deep, diverse content

1.  Structure 2.  Design 3.  Content 4.  Functionality 5.  Vitality

The 5 elements of a powerful and engaging website.

Functional tools that engage visitors

Weekly updated news/events

5 ELEMENTS OF AN ENGAGING

WEBSITE

Is your website effective or cheap?

(it can’t be both)

ROI > Cost

You shouldn’t have to choose.

SEARCH ENGINE

YOUR WEBSITE

APPEAL LETTER

EMAIL MARKETING

WORD OF MOUTH

FACEBOOK BLOG POST

What is a landing page?

Keys 3 to becoming a thought leader.

KEYS TO BECOMING A

THOUGHT LEADER 3 Commit to creating and posting great

content (add value). 1 #

Be the established expert. 2 # KEYS TO

BECOMING A THOUGHT LEADER 3

Inspire action. 3 # KEYS TO

BECOMING A THOUGHT LEADER 3

Being a thought leader in the community is how you

get the word out.

Thought leadership is a commitment, not a campaign.

Why nonprofits should blog

Blog so you can educate and connect with your constituents.

Blog to establish yourself and/or your organization as the authority.

Blog to get your message in front of more people.

Blog to get more web traffic.

Organizations that blog have 97% more inbound links.

Who should ?

Components 7 of the best nonprofit blogs.

They tell a great story. 1 # COMPONENTS OF THE BEST NONPROFIT

BLOGS 7

COMPONENTS OF THE BEST NONPROFIT

BLOGS

They encourage constituent participation. 2 # 7

They express gratitude. 3 # COMPONENTS OF THE BEST NONPROFIT

BLOGS 7

They go (ever)green.

CONTENT THAT LASTS

4 # COMPONENTS OF THE BEST NONPROFIT

BLOGS 7

They are well-edited. 5 # COMPONENTS OF THE BEST NONPROFIT

BLOGS 7

They get to the point. 6 # COMPONENTS OF THE BEST NONPROFIT

BLOGS 7

They are produced by a team. 7 # COMPONENTS OF THE BEST NONPROFIT

BLOGS 7

Steps 5 to getting started with a team blog.

Select your blogging team. 1 #

NASC blog team.

STEPS TO TEAM

BLOGGING 5

Meet and discuss the blog’s theme and mission. Establish expectations and assign roles.

2 # STEPS

TO TEAM BLOGGING 5

ü  Assign a person to be in charge of keeping the group on task.

ü  Assign “accountability pairs” to edit one another’s content.

ü  Bloggers should expect to spend 1 to 2 hours researching and writing each post.

Brainstorm topics. 3 # STEPS

TO TEAM BLOGGING 5

Divide and conquer. 4 # STEPS

TO TEAM BLOGGING 5

Meet (BYOL) 1x/quarter (or month)

and repeat steps 3 and 4. 5 # STEPS

TO TEAM BLOGGING 5

CONTENT 3 tips to optimize effectiveness.

Diversify your content. 1 # CONTENT

TIPS 31.  Write numbered lists. 2.  Photo essays. 3.  Summarize research

reports and studies. 4.  Share resources relevant

to your cause.

8 Ideas for Nonprofit Blog Content

5.  Show donation impact. 6. Go behind the scenes. 7.  Write book and movie

reviews. 8.  Feature new mobile and

social media content. Adapted from Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield

Diversify your content. 1 # CONTENT

TIPS 3

2 of every 5 posts should be evergreen.

1 of every 5 posts should be an impact story.

Don’t use ghost writers. 2 # CONTENT

TIPS 3

Give credit where credit is due. 3 # CONTENT

TIPS 3Cite your sources.

Ways to Promote Your Blog 4

Partner with other bloggers

1 #

(i.e., request to be a guest blogger)

Written by Jay Wilkinson Jay is the Executive Director of Human Fund, an organization that gives money to people. Connect with Jay on Twitter or LinkedIn or learn more about how to give money to people by visiting the Human Fund Blog.

Publicize your blog on social media

2 #

Facebook Twitter LinkedIn

Pinterest Instagram

Post blog headlines & tag organizations and followers

2 #

Example nonprofit Twitter hashtags

#nonprofit #fundraising #inspiration #CelebrateKindness #love #ChangeTheWorld #donate #volunteer #DoGood #adoption (your specific mission)

2 #

3 #

Pay to promote on social media

Promote your Facebook Page

3 #

Create a Twitter ad

3 #

4 #

Increase your nonprofit blog SEO

Incorporate keywords throughout blog posts

Title of Blog Post: Four Steps to Writing the Best Content on Your Nonprofit Blog

Body Copy: Naturally incorporate specific words

URL: Create a unique URL: nonprofithub.org/blog/four-steps-to-writing-the-best-nonprofit-blog NOT nonprofithub.org/blog/8733957

Images: (e.g., typing-on-keyboard.jpg NOT img_987.jpg)

4 #

Tips for measuring your blog’s analytics

Visits, views, followers, fans, subscribers, mentions

Measure Awareness/Exposure

Clicks, retweets, shares, @replies, DMs, wall posts, comments

Measure Engagement

Content downloads, webinar attendees, donations, memberships

Measure Actions/Conversions

Examples of great nonprofit blogs

stbaldricks.org/blog

vermontartscouncil.org/blog

lssnca.org

milkworks.org/news-events/blog.html

americanrivers.org/blog

ü  Understand and apply the 5 ELEMENTS of a powerful and engaging nonprofit website. ü  Focus on ROI instead if COST. ü  Use a simple CMS to manage your website. ü  Commit to becoming a THOUGHT LEADER. ü  Organize and maintain a team BLOG. ü  Tell great STORIES with your blog. ü  Create EVERGREEN content. ü  Incorporate KEYWORDS throughout your blog posts. ü  MEASURE engagement. ü  Keep learning! Attend FIRESPRING webinars and visit NONPROFITHUB.ORG regularly.

Action Steps

THANK YOU TO

Keep Learning with Us

Julie Hull hello@firespring.org 877.447.8941

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Q&A

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@jaywilk Contact Us

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877.447.8941