Posted by Jay Wilkinson

Creating a nonprofit blog with willing contributors who are passionate about your cause is a great way to engage with your audience, plus it’s a great SEO boost for your website. Search engines love original content.

Now before you stop reading this and write off blogging as too big of an undertaking, let me say this: Every nonprofit organization should understand how simple it is to create an effective blogging strategy. It doesn’t have to be difficult, draining or a time suck. I’ll explain how easy it is in a minute.

But let’s address this question right off the bat: Who should blog?

I’ll be straight with you: If you hate to write, then the answer to that question is “not you.”

Think for a moment back to when you were in school. What did you prefer—writing or arithmetic? Did you cringe when you had to compose an essay or did you welcome it? Do you love to write? If you don’t have a natural interest in writing, then blogging is not for you and that’s okay. But this doesn’t mean that your organization shouldn’t have a blog.

The best bloggers are those who are comfortable writing, and that doesn’t have to be an executive director or someone in your organization’s leadership. Your bloggers can simply be anyone who’s plugged into your organization and excited about your cause. For most nonprofits, the best strategy is to put together a team of bloggers.

First, find four to six people who are natural writers. They can be volunteers, donors, board members—anyone connected to your organization.

Next, meet with your bloggers to discuss the blog’s theme and mission. Here’s where to include the executive director as well as your marketing person to make sure that the blog’s mission matches your organization’s overall goals and brand. If you have writers who are remote, no problem. Skype and Google Hangout work well for meetings with off-site workers.

Now brainstorm on blog topics. Narrow them down to your top ideas, then plan an editorial calendar and assign topics to each blogger.

Bring your team together once a month for a brainstorming session.This will keep everyone updated with assignments and allow you to address issues that arise in a timely manner.

Why is the team approach best? Because it’s tough for one writer to adequately sustain a nonprofit blog for an entire organization. A team of writers will help keep the content fresh, engaging and interesting on an ongoing basis.