nonprofit blogging 101

Blogging – The quickest way to start a two way dialog

Blogging for NonprofitsBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)

Page #2 © 2009 Blackbaud

Who’s Talking?

Jeff PatrickPresidentCommon Knowledge

@commonknow ^jp

Frank BarryManaging ConsultantBlackbaud

@franswaa

http://netwitsthinktank.com/

http://twitter.com/franswaa


In this session, using real-world case studies we'll cover the following:

What is a blog?

Why blog?

The anatomy of a Blog

Nonprofit blog examples

9 Blogging don’ts

16 Blogging starter tips

10 tips to use once your ready post?

Some guidance on commenting?

Blogging for Nonprofits


What is a Blog?Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.

A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic.

The ability for readers to leave comments in an interactive format is an important part of many blogs.


Why Should I be Blogging?Some stats to ponder …


Why Should I be Blogging?

On average 55% more visitors

97% more links to your website (improves search results)

434% more indexed pages

Source: http://smallbiztrends.com

http://smallbiztrends.com/


Why Should I be Blogging?

Internal· Staff development· Thought leadership

External· Search engine rankings· Dialog· Connection· Engagement· Community


The Anatomy of a Blog …



Easy to read headline

Main Post

Good Imagery

Search

Email/RSS



Tags Comments

ReactionsSharing

Post History



Google Search Top Posts Twitter Facebookhttp://www.postrank.comhttp://www.lijit.com http://www.facebook.comhttp://www.twitter.com

http://www.postrank.com/

http://www.lijit.com/

http://www.facebook.com/

http://www.twitter.com/



Feedburner AddThis Google Analytics TweetMeme

http://www.addthis.comhttp://www.feedburner.com http://www.tweetmeme.comhttp://www.google.com/analytics

http://www.addthis.com/

http://www.feedburner.com/

http://www.tweetmeme.com/

http://www.google.com/analytics


Communication ChannelsReaching Your Supporters


Communication Channel Fragmentation

19681 Newspapers

2 Broadcast TV

3 Magazines

4 Broadcast Radio

5 Eight Track

19881 Newspapers

2 Magazines

3 Cable TV

4 Broadcast TV

5 Radio

6 Cassette Tapes

7 Walkman

8 VCR

9 Personal Computer

10 Console Video Game

11 PC Video Game

20081 Newspapers

2 Magazines

3 Email

4 Broadcast TV

5 Radio

6 CD Player

7 Cable TV

8 Personal Computer

9 Satellite Television

10 Internet (web site)

11 Cell Phone

12 DVD Player

13 Satellite Radio

14 MP3 Player/iPod

15 Tivo/DVR

16 Slingbox

17 BLOGS18 Online Video

19 Mobile Internet

20 Console Video Games

21 Mobile Games

22 Text Messaging

23 Mobile Video

24 Download Movies

25 Podcasts

26 Instant Messaging

27 Social Networks

28 Twitter

Source: P

iper Jaffray & C

o, The U

ser Revolution, T

he Advertising E

cosystem and the rise of the Internet as M

ass Medium

, Feb 2007

5 11 28


Hype vs. RealityBlogging


Gartner’s Hype Cycle - Blogging


BIG PictureHow does blogging fit into your online strategy?


External Networks

Organization

Website

Facebook

Twitter

Campaign

Corp

Partners

Coalition

Partners

Blogosphere

Internal Networks

Org

Blog

OrgTwitterAccount

OrgFacebookPage

Online Ecosystem – Fragmentation of Your Web Site


Types of BlogsInternal, External, Citizen, Expert


What is a Citizen Blog?

Citizen Blog: A column presented by your supporter(s) with their take on your world. Often presented along with a social networking profile.

Purpose: Help your community share their stories.

Value· Peer-to-peer relationship building· Education and awareness· PR· Identify core prospects and donors· Recruit new volunteer writers


Sierra Student Coalition: Citizen Blog


What is an Expert Blog?

Expert Blog: A blog presented by an internal or external subject matter expert.

Purpose: Enhance editorial content on your site.

Value· Expand breadth/depth of editorial content· Offer a different perspective on your work· PR· Drive traffic to your site (external experts)


Expert Blog: Sierra Club’s “Hey Mr. Green”

Sierra magazine’s answer guy answers your green living questions.


What is an Internal Blog?

Internal Blog: A blog presented on your organization’s web sites.

Purpose: Enhance the editorial content on your site and optionally creating dialogue.

Value· SEO / Traffic· Increased engagement on site· Connection with new supporters· Peer-to-peer relationship building· Education and awareness· PR· Identify core prospects and donors· Recruit new volunteer writers


ChildFund


What is an External Blog?

External Blog: A blog, written by your organization about your mission and programs presented on an external web site.

Purpose: Create an additional outlet for your content and reach another audience.

Value· Peer-to-peer relationship building· Education and awareness· PR· Identify core prospects and donors· Recruit new volunteer writers


External Blog


Successful Nonprofit Blogs A look at some examples …


Christopher & Dana Reeve Foundation Case Study One


Online Ecosystem: Christopher & Dana Reeve Foundation


Online Ecosystem: Christopher & Dana Reeve Foundation

Post 2-3 times a week

1 Main contributor

Engagement increasing

Page views up 60%

Unique visitors up 26%


Lance Armstrong Foundation Case Study Two


Lance Armstrong Foundation

60K views/mnth.

Twitter is #1 referring site

1 Main contributor with 2-3 supporting

CEO/Lance post occasionally


Sierra ClubCase Study Three


Sierra Club: Carl Pope - Taking the Initiative

Political Insights from the Executive Director


Sierra Club: The Green Life

Ideas for living well and doing good from Sierra magazine.


Sierra Club: Hey Mr. Green

Sierra magazine’s answer guy answers your green living questions.


Sierra Club: The Insider

The inside scoop on environmental news, action alerts, outings and more.


Other Blogs at Sierra Club


House Network: Climate Crossroads


Expert Blogs on Climate Crossroads


Sierra Club: Trails


9 Blogging Don'tsMake sure not to go down these roads


9 Blogging Don'ts

Don’t fake it Don’t sell / market Don’t be corporate Don’t talk AT your readers Don’t be an island Don’t forget your employees Don’t stray from your objectives Don’t let the content go stale Don’t force login to comment


16 Blogging Starter TipsWhat should I be thinking about?


16 Blogging Starter Tips [1-4]

Strategic RoleHow does the blog fit within your online communications strategy? Online strategy more generally? Offline strategy?

AudienceWho are you targeting with your blog outreach? Consumers, bloggers, media, decision makers?

ObjectivesWhat will you accomplish with this blog?

PersonaWhat is the personality, tone, voice and orientation to your issues of the blog author(s)?



BrandingHow is the blog branded? Name? Look and feel?

ContentWhat is your editorial content calendar? What topics or categories will you include? When will you stray from these guidelines?

FrequencyHow often will you post?

ResourcingWho will author, edit, approve and post?



ProcessWhat is the process for writing, approving and posting to the blog? What is the emergency process?

ModerationWho will moderate and manage comments to your blog? Who replies? What is the process for escalating issues?

MetricsHow will you measure success? What can you actually measure automatically? What are your targets? Google Blog search, Technorati, Google Analytics, Feedburner, AddThis

ReportingWhat reports do you need? Who will review the reports? What frequency? What format?

http://blogsearch.google.com/

http://www.google.com/analytics/

http://feedburner.google.com/

http://www.addthis.com/



Marketing PlanHow will you promote the blog? Channels? Messaging? Other bloggers?

Executive Buy-inAre you starting first and getting buy-in later? Do budgets need to be allocated? Is there political coverage for your work? How do you escalate issues?

Corporate PolicyShould employees participate in the blog? Comment on the blog? When? What type of content? With what objectives? How will you communicate the policy to your employees? What are the privacy and terms of use for the blog?

LegalBlogs can lead to legal issues – copyright, liability, non-disclosure, indemnity, exclusions and limitations. Solicit advice from legal council. Establish guidelines that keep you out of trouble.


So You’re Ready to Start Posting?What should I be thinking about?


So You’re Ready to Start Posting?

TitleInclude humor, surprise, personal, timeliness, etc.

Keywords (SEO)Use them in title, headers (h1), hyperlinks, tags, 1st paragraph

FormattingUse headers, break things up into easy to read chunks

WritingUse short sentences and easy to understand words

ImagesUse images to clarify, amplify & augment your copy. Flickr.

LinksLink to other blogs & to your past blogs


So You’re Ready to Start Posting?

Length & ContentVariable length posts are ok but ADD value

SchedulingCheck editorial calendar, programs, events – be timely & cross-promote

WorkflowIncorporate time for editorial workflow

AnnouncementCross-post on FB, Twitter, website, email, other blogs; be creative about promotion ex. Ask a question and then link to your blog post.


Ready to Comment on a Blog?It’s a dialog, don’t forget.


Ready to Comment on Your Blog?

Remember … It’s a dialog It’s a chance to connect/engage It’s an opportunity to humanize your

organization

How? Extend the discussion Reply to questions and comments Clarify and correct other’s comments Update your blog post over time Be consistent, be involved


Ready to Comment on Other Blogs?

Remember … It’s a chance to connect/engage It’s an opportunity to humanize your

organization Be gracious and professional Strive to extend the discussion with an

insightful question or addition Comment frequently on a limited number of

closely related blogs Link to other peoples information


Questions?

Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

http://www.flickr.com/photos/-bast-/349497988/sizes/l/


Frank BarryManaging ConsultantBlackbaud858.795.8947

www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)

The End … We appreciate your time!

Jeff PatrickPresident & FounderCommon Knowledge

[email protected]@commonknow (http://twitter.com/commonknow)

http://www.blackbaud.com/

mailto:[email protected]

http://twitter.com/franswaa

http://www.commonknow.com/

mailto:[email protected]

http://twitter.com/commonknow

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