Posted by Jay Wilkinson

Yes—your nonprofit should have a blog. That’s an easy answer to the first question.

The next question is, who should blog? I hear from a lot of executive directors who tell me, “I know I should be blogging. At least, everybody tells me I should be blogging. I’m the executive director (or the founder or whatever) so I should be blogging.”

And I ask them, “Why? Why should it be you?” They’ll tell me, “Because I’m in a position of leadership and I’m expected to be a thought leader.” So then I ask this—and I would ask you the same question: Do you like to write? When you were in school, was writing one of your favorite things? Or have you ever kept a journal, even just for personal use, that you maintained for longer than a few months?

If you answer yes to either one of those questions, you are potential blogger. If you don’t, then you shouldn’t be blogging and you shouldn’t even try. And I mean that with all the sincerity I can muster up.

I can put together a list of 20 to 30 different bloggers from the nonprofit sector who do a fantastic job; they’ve been blogging for longer than two years and they’re still amazing. They come up with great content every week and they post consistently. But the reality is, these people represent less than 5% of the blogging public. The vast majority of people who have tried to blog at any point in their career have failed to sustain the blog for more than a couple of months. It’s critically important, when you’re thinking about who should blog for your organization, that you choose people who were born to write. And those people do not need to be in a position of leadership.

One recommendation I typically make is to launch a team blog where you have multiple people blogging on behalf of your organization—this is substantially more effective. The responsibility to maintain the blog becomes a team effort, not just an individual one.

At this point you might ask, why should a nonprofit have a blog anyway? Not just who should blog, but why should we blog? You blog so that you can tell your organization’s entire story—not just one chapter. A blog allows you to tell your story over time and take your readers on a journey; it gives you a platform for storytelling.

You should also blog to establish your organization as the authority in your field and to get your message in front of more people. Your organization exists for a reason; you have a purpose. The more information you get out through your blog, the more people you will impact and the more change you will inspire.

But if you’re in a position of leadership and you’re not a writer, don’t stress. Find someone who is, and let people who were born to write create the content you need in order to tell your story and establish authority.