Creating and maintaining a nonprofit blog for your organization is one of the best ways to add new content to your website, which is both an SEO boost and attractive to visitors who want to know that your organization is active and alive (this is called vitality).
Here are seven quick tips to make your nonprofit blog one of your most effective content marketing tools.
Be personal but use your professional voice. You want to be engaging and conversational, but remember that this is the voice of your brand. Have a dialogue with your readers, but leave out the slang, profanity or industry speak.
Always proof before you post. Make this a rule of thumb: never post something that’s been written and read by just one person. At least one other person should read each post and make edits or suggestions.
Have an opinion, but don’t offend. Of course you’re going to be passionate about certain issues—just do so with respect for all sides. There are many polarizing issues, and you don’t want to alienate readers, even those who may disagree with you.
Treat readers as you would your donors. A blog is a perfect place to engage and share your vision with an online audience. Talk to them with a personal tone and embrace them just as you embrace those you’re trying to reach in your community. You never know how many potential donors or volunteers you may win over as they read about your cause and the issues you support.
Be clear and succinct. You don’t have to write paragraphs. Less is often more.
Develop a strategy and execute. Assemble a team of bloggers, create an editorial calendar and schedule regular meetings. Your blog will be more successful if it’s planned out thoughtfully.
Include evergreen content. Of course you can blog about fundraisers, community projects or other current events. But be sure to include content that will remain relevant over a period of time—this could include educational pieces, tips and suggestions or stories about people you’ve served. Users will search for that type of content beyond a few days or weeks.
Remember: Blogging is not reserved for the executive director or paid staff. Anyone who’s connected to your organization and passionate about your cause—and is a great communicator—can make an effective blogger. In fact, assembling a team of bloggers is often the best way to approach your content strategy.