Jonathan Waddingham gave a seminar on using blogs to build supporter engagement for charities. He discussed how 66% of UK internet users read blogs and recommended developing a blogging strategy that includes committing to a posting frequency and writing about passionate topics. He also suggested engaging comments by finding supporter evangelists, responding to all comments, and focusing on moderating discussions. Waddingham provided examples of effective charity blog networks and emphasized the importance of online PR done respectfully through learning about bloggers first before pitching them.

1. CharityComms seminar 23rd July 2009 Using blogging to build supporter engagement Jonathan Waddingham jonathan@justgiving.com twitter.com/jon_bedford

2. 66% UK Internet users Blogs 17.8 million In UK How many read them? http://icanhaz.com/universal

3. Blogs – how to get started http://icanhaz.com/blogplatform

4. Blogs - strategy Plan the topics you will cover – your categories You need commitment – once you start, you can’t stop! Set yourself an ambitious target for frequency of posting & get into a routine Write about things you’re passionate about Don’t forget to read other people’s blogs too

5. Examples - anetwork of blogs http://blogs.oxfam.org

6. Examples - anetwork of blogs www.msf.org.uk/blogs.aspx

7. You don’t have to be big http://www.youthnet.org/blog

8. It’s about telling a story http://blog.childsifoundation.org

9. Comments allow people to get involved

10. Comments also allow people to have their say

11. Dealing with comments What is your comment policy? What will you allow? Arguing with commenters can make things worse Try and find ‘evangelists’ to support you Try and email everyone who comments Get people to focus on reading, approving & replying to comments

12. Comment PR - ask to be on someone else’s blog Search on Google blog search or Technoratifor a relevant topic http://blogsearch.google.com http://technorati.com Read

13. Bloggers/online PR– how *not* to pitch them Don't have your office intern haphazardly send out a canned pitches, get to know the bloggers first Don't have your first point of interaction be a request to blog about your program Don't overwhelm the blogger with requests and information Do mention a post the blogger has previously written Do comment on posts before making the ask – plan ahead Email the right person, spell their name correctly http://icanhaz.com/bethk

14. When online PR goes bad “Unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets,” a public relations person wrote to ShapingYouth. http://icanhaz.com/targetPR

15. Learn from others’ success - PR WIN Blog http://prwin.tumblr.com/

16. One last (great) example http://blogs.amnesty.org.uk

17. The ultimate engagement

18. Contact me Jonathan Waddingham jonathan@justgiving.com twitter.com/jon_bedford charities.justgiving.com http://icanhaz.com/PFJW