Nonprofit Blogging 101
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Nonprofit Blogging 101

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Using some real world use cases we'll cover nonprofits blogging basics as well as tips, strategies and best practices to help you start blogging or improve what you're already doing.

Using some real world use cases we'll cover nonprofits blogging basics as well as tips, strategies and best practices to help you start blogging or improve what you're already doing.

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    I have a website http://democratie-en-iran.info/, for which I want to create a blog in chinese. Can anyone help me please?
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  • Communication Engagement

Nonprofit Blogging 101 Nonprofit Blogging 101 Presentation Transcript

  • Blogging for Nonprofits
    By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
    Blogging – The quickest way to start a two way dialog
  • Who’s Talking?
    Jeff Patrick
    President
    Common Knowledge
    @commonknow ^jp
    Frank Barry
    Managing Consultant
    Blackbaud
    @franswaa
  • In this session, using real-world case studies we'll cover the following:
    • What is a blog?
    • Why blog?
    • The anatomy of a Blog
    • Nonprofit blog examples
    • 9 Blogging don’ts
    • 16 Blogging starter tips
    • 10 tips to use once your ready post?
    • Some guidance on commenting?
    Blogging for Nonprofits
  • What is a Blog?
    Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.
    A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic.
    The ability for readers to leave comments in an interactive format is an important part of many blogs.
  • Why Should I be Blogging?
    Some stats to ponder …
  • Why Should I be Blogging?
    On average 55% more visitors
    97% more links to your website (improves search results)
    434% more indexed pages
    Source: http://smallbiztrends.com
  • Why Should I be Blogging?
    Internal
    Staff development
    Thought leadership
    External
    Search engine rankings
    Dialog
    Connection
    Engagement
    Community
  • The Anatomy of a Blog …
  • The Anatomy of a Blog …
    Search
    Main Post
    Easy to read headline
    Email/RSS
    Good Imagery
  • The Anatomy of a Blog …
    Post History
    Comments
    Tags
    Reactions
    Sharing
  • The Anatomy of a Blog …
    Google Search
    Top Posts
    Facebook
    Twitter
    http://www.postrank.com
    http://www.lijit.com
    http://www.facebook.com
    http://www.twitter.com
  • The Anatomy of a Blog …
    Feedburner
    AddThis
    TweetMeme
    Google Analytics
    http://www.addthis.com
    http://www.feedburner.com
    http://www.tweetmeme.com
    http://www.google.com/analytics
  • Communication Channels
    Reaching Your Supporters
  • Communication Channel Fragmentation
    2008
    1 Newspapers
    2 Magazines
    3 Email
    4 Broadcast TV
    5 Radio
    6 CD Player
    7 Cable TV
    8 Personal Computer
    9 Satellite Television
    10 Internet (web site)
    11 Cell Phone
    12 DVD Player
    13 Satellite Radio
    14 MP3 Player/iPod
    15 Tivo/DVR
    16 Slingbox
    17 BLOGS
    18 Online Video
    19 Mobile Internet
    20 Console Video Games
    21 Mobile Games
    22 Text Messaging
    23 Mobile Video
    24 Download Movies
    25 Podcasts
    26 Instant Messaging
    27 Social Networks
    28 Twitter
    Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem
    and the rise of the Internet as Mass Medium, Feb 2007
    1988
    1 Newspapers
    2 Magazines
    3 Cable TV
    4 Broadcast TV
    5 Radio
    6 Cassette Tapes
    7 Walkman
    8 VCR
    9 Personal Computer
    10 Console Video Game
    11 PC Video Game
    1968
    1 Newspapers
    2 Broadcast TV
    3 Magazines
    4 Broadcast Radio
    5 Eight Track
    5
    11
    28
  • Hype vs. Reality
    Blogging
  • Gartner’s Hype Cycle - Blogging
  • BIG Picture
    How does blogging fit into your online strategy?
  • Online Ecosystem – Fragmentation of Your Web Site
    External Networks
    Campaign
    Facebook
    OrgFacebookPage
    Corp
    Partners
    Coalition
    Partners
    Twitter
    OrgTwitterAccount
    Organization
    Website
    Blogosphere
    Org
    Blog
    Internal Networks
  • Types of Blogs
    Internal, External, Citizen, Expert
  • What is a Citizen Blog?
    Citizen Blog: A column presented by your supporter(s) with their take on your world. Often presented along with a social networking profile.
    Purpose: Help your community share their stories.
    Value
    Peer-to-peer relationship building
    Education and awareness
    PR
    Identify core prospects and donors
    Recruit new volunteer writers
  • Sierra Student Coalition: Citizen Blog
  • What is an Expert Blog?
    Expert Blog: A blog presented by an internal or external subject matter expert.
    Purpose: Enhance editorial content on your site.
    Value
    Expand breadth/depth of editorial content
    Offer a different perspective on your work
    PR
    Drive traffic to your site (external experts)
  • Expert Blog: Sierra Club’s “Hey Mr. Green”
    Sierra magazine’s answer guy answers your green
    living questions.
  • What is an Internal Blog?
    Internal Blog: A blog presented on your organization’s web sites.
    Purpose: Enhance the editorial content on your site and optionally creating dialogue.
    Value
    SEO / Traffic
    Increased engagement on site
    Connection with new supporters
    Peer-to-peer relationship building
    Education and awareness
    PR
    Identify core prospects and donors
    Recruit new volunteer writers
  • ChildFund
  • What is an External Blog?
    External Blog: A blog, written by your organization about your mission and programs presented on an external web site.
    Purpose: Create an additional outlet for your content and reach another audience.
    Value
    Peer-to-peer relationship building
    Education and awareness
    PR
    Identify core prospects and donors
    Recruit new volunteer writers
  • External Blog
  • Successful Nonprofit Blogs
    A look at some examples …
  • Christopher & Dana Reeve FoundationCase Study One
  • Online Ecosystem: Christopher & Dana Reeve Foundation
  • Online Ecosystem: Christopher & Dana Reeve Foundation
    Post 2-3 times a week
    1 Main contributor
    Engagement increasing
    Page views up 60%  
    Unique visitors up 26%
  • Lance Armstrong FoundationCase Study Two
  • Lance Armstrong Foundation
    60K views/mnth.
    Twitter is #1 referring site
    1 Main contributor with 2-3 supporting
    CEO/Lance post occasionally
  • Sierra Club
    Case Study Three
  • Sierra Club: Carl Pope - Taking the Initiative
    Political Insights from the Executive Director
  • Sierra Club: The Green Life
    Ideas for living well and doing good from Sierra magazine.
  • Sierra Club: Hey Mr. Green
    Sierra magazine’s answer guy answers your green
    living questions.
  • Sierra Club: The Insider
    The inside scoop on environmental news, action alerts,
    outings and more.
  • Other Blogs at Sierra Club
  • House Network: Climate Crossroads
  • Expert Blogs on Climate Crossroads
  • Sierra Club: Trails
  • 9 Blogging Don'tsMake sure not to go down these roads
  • 9 Blogging Don'ts
    Don’t fake it
    Don’t sell / market
    Don’t be corporate
    Don’t talk AT your readers
    Don’t be an island
    Don’t forget your employees
    Don’t stray from your objectives
    Don’t let the content go stale
    Don’t force login to comment
  • 16 Blogging Starter TipsWhat should I be thinking about?
  • 16 Blogging Starter Tips [1-4]
    Strategic RoleHow does the blog fit within your online communications strategy? Online strategy more generally? Offline strategy?
    AudienceWho are you targeting with your blog outreach? Consumers, bloggers, media, decision makers?
    ObjectivesWhat will you accomplish with this blog?
    PersonaWhat is the personality, tone, voice and orientation to your issues of the blog author(s)?
  • 16 Blogging Starter Tips [5-8]
    BrandingHow is the blog branded? Name? Look and feel?
    ContentWhat is your editorial content calendar? What topics or categories will you include? When will you stray from these guidelines?
    FrequencyHow often will you post?
    ResourcingWho will author, edit, approve and post?
  • 16 Blogging Starter Tips [9-12]
    ProcessWhat is the process for writing, approving and posting to the blog? What is the emergency process?
    ModerationWho will moderate and manage comments to your blog? Who replies? What is the process for escalating issues?
    MetricsHow will you measure success? What can you actually measure automatically? What are your targets? Google Blog search, Technorati, Google Analytics, Feedburner, AddThis
    ReportingWhat reports do you need? Who will review the reports? What frequency? What format?
  • 16 Blogging Starter Tips [13-16]
    Marketing PlanHow will you promote the blog? Channels? Messaging? Other bloggers?
    Executive Buy-inAre you starting first and getting buy-in later? Do budgets need to be allocated? Is there political coverage for your work? How do you escalate issues?
    Corporate PolicyShould employees participate in the blog? Comment on the blog? When? What type of content? With what objectives? How will you communicate the policy to your employees? What are the privacy and terms of use for the blog?
    LegalBlogs can lead to legal issues – copyright, liability, non-disclosure, indemnity, exclusions and limitations. Solicit advice from legal council. Establish guidelines that keep you out of trouble.
  • So You’re Ready to Start Posting?What should I be thinking about?
  • So You’re Ready to Start Posting?
    TitleInclude humor, surprise, personal, timeliness, etc.
    Keywords (SEO) Use them in title, headers (h1), hyperlinks, tags, 1st paragraph
    FormattingUse headers, break things up into easy to read chunks
    WritingUse short sentences and easy to understand words
    Images Use images to clarify, amplify & augment your copy. Flickr.
    Links Link to other blogs & to your past blogs
  • So You’re Ready to Start Posting?
    Length & Content Variable length posts are ok but ADD value
    Scheduling Check editorial calendar, programs, events – be timely & cross-promote
    Workflow Incorporate time for editorial workflow
    Announcement Cross-post on FB, Twitter, website, email, other blogs; be creative about promotion ex. Ask a question and then link to your blog post.
  • Ready to Comment on a Blog?It’s a dialog, don’t forget.
  • Ready to Comment on Your Blog?
    Remember …
    It’s a dialog
    It’s a chance to connect/engage
    It’s an opportunity to humanize your organization
    How?
    Extend the discussion
    Reply to questions and comments
    Clarify and correct other’s comments
    Update your blog post over time
    Be consistent, be involved
  • Ready to Comment on Other Blogs?
    Remember …
    It’s a chance to connect/engage
    It’s an opportunity to humanize your organization
    Be gracious and professional
    Strive to extend the discussion with an insightful question or addition
    Comment frequently on a limited number of closely related blogs
    Link to other peoples information
  • Questions?
    Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
  • The End … We appreciate your time!
    Frank Barry
    Managing Consultant
    Blackbaud
    858.795.8947
    www.blackbaud.com
    frank.barry@blackbaud.com
    @franswaa (http://twitter.com/franswaa)
    Jeff Patrick
    President & Founder
    Common Knowledge
    www.commonknow.com
    jpatrick@commonknow.com
    @commonknow (http://twitter.com/commonknow)