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.

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    I have a website, for which I want to create a blog in chinese. Can anyone help me please?
    Thanks! David
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  • Communication Engagement
  • Nonprofit Blogging 101

    1. 1. Blogging for Nonprofits<br />By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)<br /> Blogging – The quickest way to start a two way dialog<br />
    2. 2. Who’s Talking?<br />Jeff Patrick<br />President<br />Common Knowledge<br />@commonknow ^jp<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />@franswaa<br />
    3. 3. In this session, using real-world case studies we&apos;ll cover the following:<br /><ul><li>What is a blog?
    4. 4. Why blog?
    5. 5. The anatomy of a Blog
    6. 6. Nonprofit blog examples
    7. 7. 9 Blogging don’ts
    8. 8. 16 Blogging starter tips
    9. 9. 10 tips to use once your ready post?
    10. 10. Some guidance on commenting?</li></ul>Blogging for Nonprofits<br />
    11. 11. What is a Blog?<br />Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. <br />A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. <br />The ability for readers to leave comments in an interactive format is an important part of many blogs.<br />
    12. 12. Why Should I be Blogging?<br />Some stats to ponder …<br />
    13. 13. Why Should I be Blogging?<br />On average 55% more visitors <br />97% more links to your website (improves search results)<br />434% more indexed pages<br />Source:<br />
    14. 14. Why Should I be Blogging?<br />Internal<br />Staff development<br />Thought leadership<br />External<br />Search engine rankings<br />Dialog<br />Connection<br />Engagement<br />Community<br />
    15. 15. The Anatomy of a Blog …<br />
    16. 16. The Anatomy of a Blog …<br />Search<br />Main Post<br />Easy to read headline<br />Email/RSS<br />Good Imagery<br />
    17. 17. The Anatomy of a Blog …<br />Post History<br />Comments<br />Tags<br />Reactions<br />Sharing<br />
    18. 18. The Anatomy of a Blog …<br />Google Search<br />Top Posts<br />Facebook<br />Twitter<br /><br /><br /><br /><br />
    19. 19. The Anatomy of a Blog …<br />Feedburner<br />AddThis<br />TweetMeme<br />Google Analytics<br /><br /><br /><br /><br />
    20. 20. Communication Channels<br />Reaching Your Supporters<br />
    21. 21. Communication Channel Fragmentation<br />2008<br />1 Newspapers<br />2 Magazines<br />3 Email<br />4 Broadcast TV<br />5 Radio<br />6 CD Player<br />7 Cable TV<br />8 Personal Computer<br />9 Satellite Television<br />10 Internet (web site)<br />11 Cell Phone<br />12 DVD Player<br />13 Satellite Radio<br />14 MP3 Player/iPod<br />15 Tivo/DVR<br />16 Slingbox<br />17 BLOGS<br />18 Online Video<br />19 Mobile Internet<br />20 Console Video Games<br />21 Mobile Games<br />22 Text Messaging<br />23 Mobile Video<br />24 Download Movies<br />25 Podcasts<br />26 Instant Messaging<br />27 Social Networks<br />28 Twitter<br />Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem<br /> and the rise of the Internet as Mass Medium, Feb 2007 <br />1988<br />1 Newspapers<br />2 Magazines<br />3 Cable TV<br />4 Broadcast TV<br />5 Radio<br />6 Cassette Tapes<br />7 Walkman<br />8 VCR<br />9 Personal Computer<br />10 Console Video Game<br />11 PC Video Game<br />1968<br />1 Newspapers<br />2 Broadcast TV<br />3 Magazines<br />4 Broadcast Radio<br />5 Eight Track<br />5<br />11<br />28<br />
    22. 22. Hype vs. Reality<br />Blogging<br />
    23. 23. Gartner’s Hype Cycle - Blogging<br />
    24. 24. BIG Picture<br />How does blogging fit into your online strategy?<br />
    25. 25. Online Ecosystem – Fragmentation of Your Web Site<br />External Networks<br />Campaign<br />Facebook<br />OrgFacebookPage<br />Corp<br />Partners<br />Coalition<br />Partners<br />Twitter<br />OrgTwitterAccount<br />Organization<br />Website<br />Blogosphere<br />Org<br />Blog<br />Internal Networks<br />
    26. 26. Types of Blogs<br />Internal, External, Citizen, Expert<br />
    27. 27. What is a Citizen Blog?<br />Citizen Blog: A column presented by your supporter(s) with their take on your world. Often presented along with a social networking profile.<br />Purpose: Help your community share their stories.<br />Value<br />Peer-to-peer relationship building<br />Education and awareness<br />PR<br />Identify core prospects and donors<br />Recruit new volunteer writers<br />
    28. 28. Sierra Student Coalition: Citizen Blog<br />
    29. 29. What is an Expert Blog?<br />Expert Blog: A blog presented by an internal or external subject matter expert.<br />Purpose: Enhance editorial content on your site.<br />Value<br />Expand breadth/depth of editorial content<br />Offer a different perspective on your work<br />PR<br />Drive traffic to your site (external experts)<br />
    30. 30. Expert Blog: Sierra Club’s “Hey Mr. Green” <br />Sierra magazine’s answer guy answers your green <br />living questions.<br />
    31. 31. What is an Internal Blog?<br />Internal Blog: A blog presented on your organization’s web sites.<br />Purpose: Enhance the editorial content on your site and optionally creating dialogue.<br />Value<br />SEO / Traffic<br />Increased engagement on site<br />Connection with new supporters<br />Peer-to-peer relationship building<br />Education and awareness<br />PR<br />Identify core prospects and donors<br />Recruit new volunteer writers<br />
    32. 32. ChildFund<br />
    33. 33. What is an External Blog?<br />External Blog: A blog, written by your organization about your mission and programs presented on an external web site.<br />Purpose: Create an additional outlet for your content and reach another audience.<br />Value<br />Peer-to-peer relationship building<br />Education and awareness<br />PR<br />Identify core prospects and donors<br />Recruit new volunteer writers<br />
    34. 34. External Blog<br />
    35. 35. Successful Nonprofit Blogs <br />A look at some examples …<br />
    36. 36. Christopher & Dana Reeve FoundationCase Study One<br />
    37. 37. Online Ecosystem: Christopher & Dana Reeve Foundation <br />
    38. 38. Online Ecosystem: Christopher & Dana Reeve Foundation <br />Post 2-3 times a week<br />1 Main contributor<br />Engagement increasing<br />Page views up 60%   <br />Unique visitors up 26%<br />
    39. 39. Lance Armstrong FoundationCase Study Two<br />
    40. 40. Lance Armstrong Foundation<br />60K views/mnth. <br />Twitter is #1 referring site<br />1 Main contributor with 2-3 supporting<br />CEO/Lance post occasionally<br />
    41. 41. Sierra Club<br />Case Study Three<br />
    42. 42. Sierra Club: Carl Pope - Taking the Initiative<br />Political Insights from the Executive Director<br />
    43. 43. Sierra Club: The Green Life<br />Ideas for living well and doing good from Sierra magazine.<br />
    44. 44. Sierra Club: Hey Mr. Green<br />Sierra magazine’s answer guy answers your green <br />living questions.<br />
    45. 45. Sierra Club: The Insider<br />The inside scoop on environmental news, action alerts, <br />outings and more.<br />
    46. 46. Other Blogs at Sierra Club<br />
    47. 47. House Network: Climate Crossroads<br />
    48. 48. Expert Blogs on Climate Crossroads <br />
    49. 49. Sierra Club: Trails<br />
    50. 50. 9 Blogging Don&apos;tsMake sure not to go down these roads<br />
    51. 51. 9 Blogging Don&apos;ts<br />Don’t fake it<br />Don’t sell / market<br />Don’t be corporate<br />Don’t talk AT your readers<br />Don’t be an island<br />Don’t forget your employees<br />Don’t stray from your objectives<br />Don’t let the content go stale<br />Don’t force login to comment<br />
    52. 52. 16 Blogging Starter TipsWhat should I be thinking about?<br />
    53. 53. 16 Blogging Starter Tips [1-4]<br />Strategic RoleHow does the blog fit within your online communications strategy? Online strategy more generally? Offline strategy?<br />AudienceWho are you targeting with your blog outreach? Consumers, bloggers, media, decision makers?<br />ObjectivesWhat will you accomplish with this blog?<br />PersonaWhat is the personality, tone, voice and orientation to your issues of the blog author(s)?<br />
    54. 54. 16 Blogging Starter Tips [5-8]<br />BrandingHow is the blog branded? Name? Look and feel?<br />ContentWhat is your editorial content calendar? What topics or categories will you include? When will you stray from these guidelines?<br />FrequencyHow often will you post?<br />ResourcingWho will author, edit, approve and post? <br />
    55. 55. 16 Blogging Starter Tips [9-12]<br />ProcessWhat is the process for writing, approving and posting to the blog? What is the emergency process?<br />ModerationWho will moderate and manage comments to your blog? Who replies? What is the process for escalating issues?<br />MetricsHow will you measure success? What can you actually measure automatically? What are your targets? Google Blog search, Technorati, Google Analytics, Feedburner, AddThis<br />ReportingWhat reports do you need? Who will review the reports? What frequency? What format?<br />
    56. 56. 16 Blogging Starter Tips [13-16]<br />Marketing PlanHow will you promote the blog? Channels? Messaging? Other bloggers?<br />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?<br />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?<br />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.<br />
    57. 57. So You’re Ready to Start Posting?What should I be thinking about?<br />
    58. 58. So You’re Ready to Start Posting?<br />TitleInclude humor, surprise, personal, timeliness, etc.<br />Keywords (SEO) Use them in title, headers (h1), hyperlinks, tags, 1st paragraph<br />FormattingUse headers, break things up into easy to read chunks<br />WritingUse short sentences and easy to understand words<br />Images Use images to clarify, amplify & augment your copy. Flickr.<br />Links Link to other blogs & to your past blogs<br />
    59. 59. So You’re Ready to Start Posting?<br />Length & Content Variable length posts are ok but ADD value<br />Scheduling Check editorial calendar, programs, events – be timely & cross-promote<br />Workflow Incorporate time for editorial workflow<br />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.<br />
    60. 60. Ready to Comment on a Blog?It’s a dialog, don’t forget.<br />
    61. 61. Ready to Comment on Your Blog?<br />Remember …<br />It’s a dialog<br />It’s a chance to connect/engage<br />It’s an opportunity to humanize your organization<br />How?<br />Extend the discussion<br />Reply to questions and comments<br />Clarify and correct other’s comments <br />Update your blog post over time <br />Be consistent, be involved<br />
    62. 62. Ready to Comment on Other Blogs?<br />Remember …<br />It’s a chance to connect/engage<br />It’s an opportunity to humanize your organization<br />Be gracious and professional<br />Strive to extend the discussion with an insightful question or addition<br />Comment frequently on a limited number of closely related blogs<br />Link to other peoples information<br />
    63. 63. Questions?<br />Source:<br />
    64. 64. The End … We appreciate your time!<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />858.795.8947<br /><br /><br />@franswaa ( <br />Jeff Patrick<br />President & Founder<br />Common Knowledge<br /><br /><br />@commonknow ( <br />