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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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  • Hi,
    I have a website http://democratie-en-iran.info/, for which I want to create a blog in chinese. Can anyone help me please?
    Thanks! David
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Very well thought out.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • Communication Engagement
  • Transcript

    • 1. Blogging for Nonprofits
      By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
      Blogging – The quickest way to start a two way dialog
    • 2. Who’s Talking?
      Jeff Patrick
      President
      Common Knowledge
      @commonknow ^jp
      Frank Barry
      Managing Consultant
      Blackbaud
      @franswaa
    • 3. In this session, using real-world case studies we'll cover the following:
      • What is a blog?
      • 4. Why blog?
      • 5. The anatomy of a Blog
      • 6. Nonprofit blog examples
      • 7. 9 Blogging don’ts
      • 8. 16 Blogging starter tips
      • 9. 10 tips to use once your ready post?
      • 10. Some guidance on commenting?
      Blogging for Nonprofits
    • 11. 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.
    • 12. Why Should I be Blogging?
      Some stats to ponder …
    • 13. 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
    • 14. Why Should I be Blogging?
      Internal
      Staff development
      Thought leadership
      External
      Search engine rankings
      Dialog
      Connection
      Engagement
      Community
    • 15. The Anatomy of a Blog …
    • 16. The Anatomy of a Blog …
      Search
      Main Post
      Easy to read headline
      Email/RSS
      Good Imagery
    • 17. The Anatomy of a Blog …
      Post History
      Comments
      Tags
      Reactions
      Sharing
    • 18. 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
    • 19. 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
    • 20. Communication Channels
      Reaching Your Supporters
    • 21. 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
    • 22. Hype vs. Reality
      Blogging
    • 23. Gartner’s Hype Cycle - Blogging
    • 24. BIG Picture
      How does blogging fit into your online strategy?
    • 25. 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
    • 26. Types of Blogs
      Internal, External, Citizen, Expert
    • 27. 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
    • 28. Sierra Student Coalition: Citizen Blog
    • 29. 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)
    • 30. Expert Blog: Sierra Club’s “Hey Mr. Green”
      Sierra magazine’s answer guy answers your green
      living questions.
    • 31. 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
    • 32. ChildFund
    • 33. 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
    • 34. External Blog
    • 35. Successful Nonprofit Blogs
      A look at some examples …
    • 36. Christopher & Dana Reeve FoundationCase Study One
    • 37. Online Ecosystem: Christopher & Dana Reeve Foundation
    • 38. 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%
    • 39. Lance Armstrong FoundationCase Study Two
    • 40. Lance Armstrong Foundation
      60K views/mnth.
      Twitter is #1 referring site
      1 Main contributor with 2-3 supporting
      CEO/Lance post occasionally
    • 41. Sierra Club
      Case Study Three
    • 42. Sierra Club: Carl Pope - Taking the Initiative
      Political Insights from the Executive Director
    • 43. Sierra Club: The Green Life
      Ideas for living well and doing good from Sierra magazine.
    • 44. Sierra Club: Hey Mr. Green
      Sierra magazine’s answer guy answers your green
      living questions.
    • 45. Sierra Club: The Insider
      The inside scoop on environmental news, action alerts,
      outings and more.
    • 46. Other Blogs at Sierra Club
    • 47. House Network: Climate Crossroads
    • 48. Expert Blogs on Climate Crossroads
    • 49. Sierra Club: Trails
    • 50. 9 Blogging Don'tsMake sure not to go down these roads
    • 51. 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
    • 52. 16 Blogging Starter TipsWhat should I be thinking about?
    • 53. 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)?
    • 54. 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?
    • 55. 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?
    • 56. 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.
    • 57. So You’re Ready to Start Posting?What should I be thinking about?
    • 58. 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
    • 59. 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.
    • 60. Ready to Comment on a Blog?It’s a dialog, don’t forget.
    • 61. 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
    • 62. 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
    • 63. Questions?
      Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
    • 64. 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)