The document discusses how blogging can be an effective strategy for nonprofits if done properly with planning and goals in mind. It notes that without a strategy, blogs may lack focus or content. It recommends identifying organizational goals and topics related to those goals. Blogs should be written with the target audience in mind and address their questions while providing relevant information to move readers toward accomplishing the goals. Metrics should be used to measure success and make adjustments to blogging approach. Strategic blogging can help move an organization forward.
11. I blog to support our program and organizational goals
12. List Organization and Program Goals (Examples of Goals) Maintain current membership level 10% in individual donors Build a new study center
13. Create a List of Related Topics News/Updates Campaign Info Behind the Scenes Calls to Action Personal Stories Achievements
14. Write With Your Audience in Mind Overseas donors Local activists
15. Answer Their Questions Who’s running this agency? What are you accomplishing with my money? What is the larger picture? What other things do they do?
24. Don’t Forget to Measure! Email list subscribers are up 5%- and they’re all blog readers! 10 readers signed the petition 100 readers clicked to make a donation Staff interviews get the least traffic
25. After You Measure, Adjust! People donate after client profiles, though No more staff interviews More client profiles! http://www.flickr.com/photos/27403767@N00/1184346933/