Corporate Blogs for Nonprofits

Corporate Blogs for Nonprofits
Claire Speed
Feb 28, 2011
Social Media Marketing

Nonprofits in Canada
161,000 organizations
2nd largest nonprofit sector in the world
Resource “poor” – revenue and staff
Source: Statistics Camada
Blogging for nonprofits:
value added or time wasted?

Why blog? Pros
Creates a conversation
Highlights the organization
It’s dynamic
Is a unique voice
Can use as a recruitment tool
Inexpensive way to market/communicate

Why “not” blog? Cons
Time consuming
How do we measure success?
Lack of experience with medium
Source: Ventureneer and Caliber
Lack of resources and knowledge

2010 Survey of Nonprofits
Use of Blogs – 52%
Effectiveness of Blogs
18% very effective
55% somewhat effective
Source: Ventureneer and Caliber
What makes one blog better than another?

How to write effective blogs
Be outwardly focused and relevant
Share expertise, knowledge, advice, info
Be natural – write for the medium
Be consistent and write regularly
2 most important words: “you” & “because

Blogging for a Cause
Environment
Healthcare
Education
Religion
Social services
Arts/Culture

Arts and Culture in Canada
13,800 organizations
Heritage: Museums
Visual Arts: Galleries
Performing Arts: Theatre, Dance, Music
Source: Statistics Canada

A Typology of Blogs
Storytelling
personal stories, behind-the-scenes
Educational
how-tos, Q & As
Broadcast model
announcing activities, performances, contests

CANADIAN OPERA COMPANY
Parlando: the COC blog
Broadcast and Behind the Scenes
COC Book Club
Educational
In His Own Words: Alexander Neef’s Blog
Behind-the-scenes and Educational
Cecily Carver, Social and Interactive Coordinator (since Aug 2010)

EDMONTON SYMPHONY
ESO Blog
Broadcast model
Behind-the-scenes
Sticks and Drones: A blog by Bill Eddins
Behind-the-scenes
Educational
Philip Paschke, New Media Specialist
(since May 2008)

NATIONAL ARTS CENTRE
NAC Blog
Broadcast model
Behind-the-scenes
NACO Tour Blog
Storytelling
Behind-the-scenes
Jen Covert, EMarketing Officer (since 2009)
Maurizio Ortolani, New Media Producer

Questions to ponder…
Considering the older demographic of audiences for“classical” performance arts (orchestra, opera, ballet) are blogs an effective marketing tool?
When blogs don’t elicit comments are they still adding value?

Technology at the NAC: Youtube Interview
Corporate website
Performing arts educational website
Hexagon Studio
Teaching via broadband

Questions?
YouTube: to be posted at a later date
Slideshare: for this presentation
Follow me on Twitter: @cms0629

Corporate Blogs for Nonprofits

by Claire Speed on Feb 28, 2011

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Corporate Blogs for Nonprofits — Presentation Transcript

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