Posted by Jay Wilkinson

Do you blog?

If yes, then good for you—it’s one of the most effective ways to draw traffic to your nonprofit website. If your answer is no, let’s talk for a minute.

I know it might seem like a hassle, especially if you don’t love to write, but it’s so important to publish fresh content to your site on a regular basis, which a nonprofit blog allows you to do. Your visitors will appreciate it, and search engines love it. In fact, blogs are the single most effective tool nonprofits have to drive traffic to their websites.

A blog also helps position you as a thought leader in your industry or field of service. Whatever cause you’re promoting, a nonprofit blog gives you a platform to speak from. I know it might be easier to aggregate existing content—pulling together resources from national entities and things like that. But it’s not the same as posting original content.

Some people ask, “What should I write about?” I’d say look at what’s happening in your organization. Are there any current events or legislation that’s affecting your cause? You could also introduce volunteers or tell success stories about people you’ve helped. Whatever you write about, this is key—fresh content attracts search engines. Publishing a new post once a week (on average) will help you create an engaging feel to your website, and it’ll get more people talking about you.

One other bonus of having a nonprofit blog—it gives you content that you can feed into your social media channels. Think about it: Every time you write a blog post, you can post a link on Facebook, tweet about and promote it on LinkedIn. All these channels lead people directly to your nonprofit website.

A word to the wise: If you decide to give it a try, I recommend a team blog rather than trying to go solo. Team blogs are more than twice as likely to survive more than a year. To learn more about the importance of blogging, attend my free webinar on How to Captivate and Engage Constituents with Your Website. Then, go get your blog on.