NPO Blogging
Since we create custom web sites here at eTapestry and we now have a tool for very low end web sites called BlackbaudNow you might guess that all of us at eTapestry look at a large number of NPO web sites each week. One of my favorite parts is checking out personal blogs within those sites. I am especially fond of any blogs being written by the top executive of the charity.
A personal blog written by the top executive provides keen insights into that person, their method of leadership and their vision for the NPO. It gives me a superb way to connect, especially just prior to pulling out my credit card to become a supporter of the vision and mission portrayed. I am guessing I am not alone.
What is a major surprise and even a mystery to me is why more executive directors do not start a blog. One of the main roles of any executive director in the charity world and for any CEO in the business world is to initiate and facilitate communications. If any person in the key role as a leader is writing a letter, creating an email, answering an email or delivering a speech then they are MORE than qualified to do a weekly or monthly blog post regarding the mission of the charity. Heck, if I can do it, anyone can...
Let’s use a simple chart to illustrate:
Blog = Communications = Relationship Building = Success!
I will add a few footnotes to my masterful chart at the end of this post. First, I wanted to share examples of NPO blogs and in particular those authored by executive directors. As always, I am a huge believer in a picture (actual blog) being worth so much more than my text.
Before I share some examples of those executive director blogs I wanted to point you to a truly informative article that appeared in Fundraising Success about NPO blogging. You can find the article here. This article is jammed packed with information and tips.
I will share a few of the insights below:
According to Leroux Miller, there are six key ways in which blogs are different from Web sites:
- Blogging software is easy and fast to use. Users can create and publish posts very quickly.
- Updates appear at the top of the page, whereas if you update your Web site, visitors don't necessarily know what content was updated when.
- Posts don't have to be long articles. You can add brief, frequent entries.
- Blogs take on a personal, friendly style. It's a conversational, not institutional, medium.
- Heavy use of links
- People can subscribe so updates are delivered to them, rather than them having to visit your site to search for updates on their own.
Further reading reveals Leroux Miller stating there are five main types of nonprofit blogs:
- News blog. If your organization wants to be known as the go-to source for the latest news on a topic.
- Advocacy blog. If you want to be known as the "voice" of your issue.
- Toolbox blog. If you want to be known as a resource, problem solver or technical assistance provider.
- Storytelling blog. If you want donors to better understand the need for and impact of your work. Has a more personal tone.
- CEO/executive director blog. If you want to build confidence in your leadership and approaches.
As you peruse the article you will also see how nimble the author is in answering the basic questions of why, who, when, where, what and how. It is well worth a read by any NPO considering adding a blog to the web site. Great stuff!
Please see how these various blogs add so much to understanding the mission and vision of the NPO's they represent below. Enjoy and please email me with any other examples I might be able to share a few weeks down the road.
Notice how the mission becomes real to the reader. Stories tell so much, often in emotional and meaningful ways. Think how easy it will be for the potential supporter to relate to the cause and yearn to be involved more. Is that not how philanthropy truly begins? Give it a try and I think you will soon see such relationships taking shape. Everyone reading this knows how to tell a good story. You may be a small step away from becoming a thought leader and a relationship building machine for your NPO!