Marketing for nonprofits can seem daunting. You may have to rely on in-house staff who are already short on time, but improving your organization’s visibility is important! The blog has become a staple in many businesses’ marketing strategy. Additionally, they’re a great way to stay true to your mission as a nonprofit: blogging doesn’t require tons of resources and you’ll be able to promote your cause and engage volunteers without that over-the-top feel of for-profit advertising.
Why Should You Blog?
A blog raises product awareness and encourages growth. They fuel your Search Engine Optimization (SEO); search engines like Google love updated content on websites. According to a Hubspot survey, 60% of businesses who blog report growth in their customer base. By consistently adding to your blog, you’re enticing supporters to return to your website. Add a blog and your site may be abuzz with activity! We’ve outlined a few tips to help you get started on your blogging adventure.
Know Your Audience
Before you start writing, you’ll want to consider your audience. Your audience may be the volunteer community, potential volunteers, students, or the people you serve. Work with your colleagues to figure out who you are blogging for (your target audience) and why you’re blogging for this audience. A site like Google Analytics can help you figure out who is reading your blogs and which posts are getting the most attention. A little trial and error is okay! Successful blogs pay attention to this data and adjust their strategy accordingly.
Find Your Voice
Blogs give your organization a relatable voice. Because they tend to be more conversational and informal, you’ll be able to show the public that your organization is made up of real people with amazing personalities! Remember: While your writing style is yours (and don’t be afraid to write with some flair), each post should represent the collective views of your nonprofit. If in doubt, ask a colleague for a second opinion.
Connect with Your Readers
Volunteers and donors will take the time to understand your organization before they give time or money. Turn blog readers into volunteers and donors by reaching their hearts. Write about topics your organization cares about; scan the news for relevant and impactful stories, or share your experience with a particularly successful volunteer outing. Caring is contagious!
Keep it Fresh
Because effective blogs are updated regularly, you’ll need to be in constant search for content. Remember that your nonprofit is made up of experts. You stay up to date on the research and issues that affect your community, so why not share with your supporters? You’ll show the public that you’re knowledgeable and credible, and worthy of their time. Plus you’ll keep readers hooked! Search the web if you need some inspiration and keep a folder of ideas handy.
If you’re feeling a bit brain-blocked, crowdsource! Using your website’s discussion forum or social media channels, ask supporters what kind of content they want to read. You’ll also create bonus engagement with your nonprofit’s media channels.
Here are a few content ideas to get you posting:
- Feature an upcoming event or fundraiser
- Discuss a new company initiative
- Reflect on relevant and timely news
- Share “5 tips” to empower your readers
- Comment on industry-pertinent research
- Highlight one of your star volunteers
- Share pictures from a successful fundraiser!
Your nonprofit has positively impacted many people. Why not speak to the communities you’ve impacted and share their stories?
According to this HubSpot survey, business bloggers post once a week on average, but you can blog more or less often, depending on your schedule. What’s important is that you create a realistic schedule. How many posts can you manage per month? Blog posts don’t have to be college dissertations either; 500 words tend to be a digestible length for you readers. Chances are you’ll look forward to blogging!
Use Search-Engine Optimized Titles
First and foremost, your posts should focus on quality content. But a good title can help drive readership, giving your content the attention it deserves. Search-engine optimization (SEO) is the practice of increasing visitors to a particular website. By using certain words and phrases, you can help your site appear higher on the list of results returned by a search engine like Google. The goal of SEO is to help Google connect a user’s search with your blog’s relevant content. However, you may not have hours to spend decoding Google’s complicated and ever-evolving search-engine algorithms. So we suggest taking a common-sense approach. Consider what your potential readers might type into their search bar, specific to your sector. We’ve included keywords like “nonprofit” and “blog” in this post, so it’s more likely to show up in a relevant search.
Tip: “How to” posts are always popular and keep users visiting your site months after you’ve posted.
Link Your Blog
If you already have other social media channels, make sure to share a link to your blog. Consider sending an email blast with the subject line, “Check out our new blog post!” Creating buzz around your posts will encourage readers to get excited about new content!
Blogs are relatively inexpensive to operate and, if executed effectively, are worth the time! They’re are a great way for the public to learn more about your organization. So don’t be afraid to start blogging let your nonprofit’s personality shine!