Why Nonprofit Organizations Should Blog
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- Tracey Parks
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1 Prepared for the Direct Marketing Fundraisers Association Presented by Bob Cargill Creative Director Newport Creative Communications
2 Communication: Overcoming the Fear of Feedback 2
3 Definition of a Blog Blogs an abbreviation of weblogs are published on the web, typically as microsites standing by themselves but today also as parts of traditional web sites. 3
4 Definition of a Blog They reflect the interests, thoughts and opinions of the person, sometimes persons, publishing the blog. Blogs are characterized by frequent updates, an informal tone and many links to other blogs and web sites. 4
5 Definition of a Blog A corporate blog is a blog published by, or with the support of, an organization to reach that organization s goals. 5
6 Definition of a Blog In external communications the potential benefits include strengthened relationships with important target groups and the positioning of the publishing organization (or individuals within it) as industry experts. 6
7 Definition of a Blog Internally blogs are generally referred to as tools for collaboration and knowledge management. From 7
8 A Few Words on Blogs If you re marketing to a niche or need an online forum for fresh ideas, Web blogs could be the new killer ap. Bronwyn Fryer Inc. Magazine (November 2000) 8
9 A Few Words on Blogs Blog enthusiasts are excellent evangelist candidates. They re early adopters. Often, they re serial buzz spreaders, and they can funnel waves of others just like them toward your blog and your organization, especially if it s a small business. Ben McConnell and Jackie Huba Authors of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force 9
10 A Few Words on Blogs Blogs will change your business. Look past the yakkers, hobbyists, and political mobs. Your customers and rivals are figuring blogs out. Our advice: Catch up...or catch you later. BusinessWeek (May 2, 2005) 10
11 Blogs: Key, Relevant Statistics & Observations Today, Technorati tracks over nine million weblogs, up from 100,000 two years ago. Source: Technorati Inc. 11
12 Blogs: Key, Relevant Statistics & Observations The Pew Internet Study estimates that about 27%, or about 32 million, of American internet users are regular blog readers. Source: Technorati Inc. 12
13 Blogs: Key, Relevant Statistics & Observations A new weblog is created every 2.2 seconds, which means there are about 38,000 new weblogs per day. Source: Technorati Inc. 13
14 Blogs: Key, Relevant Statistics & Observations Bloggers people who write weblogs update their weblogs regularly; there are about 500,000 posts daily, or about 5.8 posts per second. Source: Technorati Inc. 14
15 Blogs are Interactive Honest, public feedback posted below the author s spiel Build a mutually-beneficial relationship with your constituency As confidence grows between a blog and its readers, so does the potential for lucrative new business activity. 15
16 Blogs are Interactive Archives Photo Search Post Greenpeace 16
17 Blogs are Interactive Reader feedback Subscriber box Greenpeace 17
18 Blogs are Interactive Contact link Over 45,000 nonprofit organizations in 165 countries Volunteer and job opportunities Action Without Borders List of resources Practical solutions to social and environmental problems 18
19 Blogs are Interactive Posting a comment is a great way to connect with other idealists. Reader feedback Preview button Action Without Borders 19
20 Blogs are Humanizing Cold, web-based technology but warm, trustworthy tone Strong, opinionated point of view Candid, down-to-earth, transparent voice, far from traditional corporate-speak of the commercial world 20
21 Blogs are Humanizing Newsletter signup The face of the organization Hyperlinks Warm, trustworthy tone of voice The Sierra Club 21
22 Blogs are Humanizing What does a Dean do? His summer reading list The Blogging Dean 22
23 Blogs are Inexpensive Hosting services such as TypePad, Blogger and WordPress are either free or unbelievably affordable Investment is minimal, benefit is priceless Nonprofits can t afford not to blog 23
24 Blogs are Inexpensive Design = Few hundred dollars Hosting = Few hundred dollars Benefits = Priceless A list of nonprofit blogs A New Marketing Commentator 24
25 Blogs are Inexpensive Founded in 1999 Publish thoughts, get feedback, find people, FREE! Bought by Google in 2003 Blogger 25
26 Blog statistics List of members Blogs are Inexpensive A nonprofit whose mission is to advance higher education by promoting Information Technology Free Blog service to members Educause 26
27 Blogs are Inexpensive Provides nonprofits with a better understanding of laws and policy Using Blogger, a free service Hosted by Alliance for Justice The Nonprofit and Foundation Advocacy Blog 27
28 Blogs are Immediate Few, if any, layers of approval Perfect for emergency appeals and information Develop relationships with donors quicker, easier 28
29 Free blogging service Blogs are Immediate 80,208 total visits, 76 per day The SEA-EAT Blog, founded December 28, 2004 List of resources The Southeast Asia Earthquake & Tsunami Blog 29
30 Donate link Blogs are Immediate Promotes government accountability Most recent entries The Office of Management and Budget Watch 30
31 Blogs are Infectious Akin to viral marketing Reciprocal links build community Fresh, updated content picked up by search engines such as Google Extend your organizations s reach and influence exponentially 31
32 Blogs are Infectious Promotes exponential growth 1,200 sign posts in 250 cities in 48 States Builds community The Freeway Blogger 32
33 Tailor-made for advocacy organizations Blogs are Infectious Dedicated to restoring and protecting world s oceans Reciprocal links Improves distribution of message The Oceana Network 33
34 Blogs are Empowering Tailor-made for the era of skepticism and desensitization Grassroots medium, unadorned and unplugged Your audience is in control, thanks to RSS 34
35 Blogs are Empowering Leveraging, altruism and benevolence Anyone can blog for a charity of choice Donations button Project-Blog 35
36 Blogs are Empowering Online community building and ephilanthropy for higher education and nonprofits Guest posters wanted reminder service Wired Communities 36
37 Blogs are Empowering Nonpartisan advocacy organization holding elected officials accountable Petition to save public broadcasting Sign up box Petition to ask House Majority Leader Delay to step down Common Cause 37
38 Blogs are Empowering Coordinates collection and distribution of items for Iraqi children Two ways to give button Link to Chief Wiggles Blog Operation Give 38
39 Blogs are Enjoyable Quick, easy way for you to opine and pontificate Refreshing change of pace due to format, content and tone Deep relationship between passionate, evangelical authors and enthusiastic, committed readers has high long-term value 39
40 Blogs are Enjoyable Connects with prospective students and their parents First-year student blogs Simmons College 40
41 Blogs are Enjoyable Old school diary blog (no pun intended!) Simmons College 41
42 Blogs are Authoritative Written by opinion leaders, experts in their fields and top communications professionals Formalize author s and organization s knowledge Fresh, premium content available nowhere else 42
43 Blogs are Authoritative A guide for the Nonprofit Director and Officer Formalize and manage knowledge and expertise Charity Governance 43
44 Blogs are Authoritative Ad for Hillary ancillary products Written by and for opinion leaders Dean Nation 44
45 Blogs are Valuable Ideal for managing intellectual capital Centralized repository for experience and expertise Right people, right time, real time 45
46 Blogs are Valuable Strategies for supporting advancement and development Centralized repository for news and information Conference reports and feedback Supporting Advancement 46
47 Blogs are Valuable A group web log on the power of many Intellectual capital at its finest! Radio Free Blogistan 47
48 Blogs are Popular Today, Technorati tracks over nine million weblogs, up from 100,000 two years ago Blog was the most popular word in 2004, according to Merriam Webster Mainstream (or Lamestream, Dead Tree Media ), such as NY Times, Fortune, et al, are all writing about and even using blogs now 48
49 Blogs are Popular Blog is word of the year in 2004 Merriam-Webster Online 49
50 Blogs are Popular Blog is one of the ideas of the year in 2004 New York Times Magazine article 50
51 How Nonprofits Can Blog Choose your software & services Give your blog a name Select your topic(s) Write your posts Link to other blogs Comment on other blogs Promote your blog Solicit blog subscriptions by both and RSS Add functionality Build momentum 51
52 Thank You Bob Cargill Creative Director Newport Creative Communications 33 Railroad Avenue Duxbury, MA
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