Can You Commit to Blogging For Your Non-Profit?

Carol Palmatier works with mission-based organizations to help them utilize Web 2.0 tools to market their mission. She is known as the "Words Girl" around Graphix For Change. Her current quest is to get a grip on how online marketing analytics can help grow a non-profit's program and reach.

In Part 1 of the first class for Inbound Marketing University, "How to Blog Effectively for Business (GetFound 101)" with Ann Handley and Mack Collier of MarketingProfs.com, we explored the basic components of a blog, and how they work together. Blogs are without a doubt a powerful marketing tool for your non-profit agency. There is so much opportunity for reaching out to your audience and getting good exposure through your blog. So, now we get to the hard question: are you ready for it?

Let's take a close look at exactly what a blog commitment means.

Does Your Agency Have the Resources to Add Blogging to Your Non-Profit Marketing Plan?

Let's look at the two main resource issues to consider before you jump in and commit. First, do you have the time? Can you devote consistent time each week to updating the blog? Secondly, do you have the people? Ideally, you'll want at least two or three people contributing, not only to share the work load, but to bring in fresh perspectives.

The worst thing you can have is a blog that is dead in the water, with old posts and no fresh content. As Mack Collier says, "your blog does not have an expiration date." This is a commitment you'll make from here on out. It's too frustrating for your audience to begin to interact with them, only to have the blog go dark.

Who Should Do the Blogging for Your Non-Profit?

Building a good blog with lots of comments and interaction does take time. It's not magic; you need to build an audience, and encourage response. So consider carefully who you choose to write for your blog. Ann Hadley of MarketingProfs recommends you choose bloggers with the following characteristics:

1. an understanding of blogging and social media

2. true enthusiasm for your agency and its mission

3. passion for connecting with and helping your clients and collaborators

4. good, fluent writing skills

The Executive Director may not be the right choice to be your primary blogger! This might come as a surprise for some agencies. While it's great for your readers to have an opportunity to interact with your ED, he or she may not have the ability to truly commit to consistent blogging.

A great place to look for help is your volunteer base, including your board and your operational volunteers. Your volunteers have a level of commitment and passion for your agency that can make them fantastic evangelists. Just be ready to give them some guidelines about story ideas and style. It's a good idea to have a second set of eyes on any blog post before it goes live; have a staffer assigned to review each post before it goes live.

A blog is a wonderful marketing tool for your non-profit agency. Weigh the pros and cons carefully before you commit. If you decide that blogging is right for you, go forth boldly and connect with your world!