the power of blogging & thought leadership for nonprofits · the power of blogging and thought...
TRANSCRIPT
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.
If you’re tweeting about today’s session, use #MCNCommTech
@firespring @jaywilk
Why do nonprofits struggle?
78% of nonprofit websites are designed for less than $750.
We’re trying to do more with less . . .
DONATE
BLOG
ANSWER OUR SURVEY
EMAIL OPT IN
VOLUNTEER LEARN MORE
EVENT REGISTRATION FACEBOOK
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 [email protected] 877.447.8941
Education without expectations • firespring.org/webinars
