This document discusses the use of corporate blogs by nonprofits in Canada. It notes that over half of nonprofits currently use blogs, with about 18% finding them very effective. Blogs can create conversations, highlight an organization, and be used for recruitment, but they also require time and it can be difficult to measure success. Effective nonprofit blogs are outwardly focused, share expertise and knowledge regularly, and use language that connects with readers. Examples are given of blogs by Canadian arts nonprofits that serve broadcast, behind-the-scenes, educational, and storytelling purposes. The document raises questions about whether blogs are effective for reaching older audiences and whether blogs without comments still add value.

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

2. 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?

3. 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

4. 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

5. 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?

6. 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

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

9. Visual Arts: Galleries

10. Performing Arts: Theatre, Dance, Music Source: Statistics Canada

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

20. Educational Philip Paschke, New Media Specialist (since May 2008)

25. Behind-the-scenes Jen Covert, EMarketing Officer (since 2009) Maurizio Ortolani, New Media Producer

32. 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?