To Blog, or to Blog Later…

The internet continues to give a unique voice to organizations throughout the world and can enhance the way that they communicate with their constituents, beneficiaries and donors. One way to help those connected with your organization stay linked is through the use of a blog.

According to Wikipedia:
“A blog (a contraction of the term web log) is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs.”

Even if your organization lacks technological savvy or its own website, a blog can be a useful internet tool that allows you to share information in a convenient, accessible and current manner. There are services like Blogger (Google’s blog service) that provide you with an easy tool to blog. All you need to do is set up a Google email address, sign up for the free service and start writing. Once you decide on a subject area that you want to write about, blogs are fairly easy to use. Before you know it, you could have a substantial library of your organization’s current activities.

Why should I start a Blog?
Blogs can be used in a variety of ways for your non-profit: Blogs can update your members on a conference or event; share your staff’s expertise with the rest of the world; provide information to your volunteers and donors; or just report on the daily operations of your organization.

For fundraising purposes, a blog can be a great way to highlight the progress of a capital campaign, thank donors for their hard work or gift, and reach prospects who may want to know more about a specific project or funding program.

A blog can also be a forum, giving donors a chance to express what you mean to them and why they support your mission. Regardless of the subject matter, blogging can be great way to spread the word about your current priorities.

Blogs help you consistently evaluate your constituents’ needs. By writing to them regularly and encouraging their feedback, you will understand them better. This will lead to stronger relationships, and potentially bring with it increased activity, bonding opportunities and contributions.

Blogging… Ready or Not?
Getting a blog off the ground takes planning, organization and commitment. First, you must decide how often you will post. It can be daily, weekly or when news needs to be updated. However, blogs with current information and regular posts will encourage people to visit regularly, comment more often and create a true sense of on-line community. Keeping a blog current requires staff time to generate ideas for posts, write and edit submissions and review and respond to reader comments. Plan on allocating from 1- 20 hours each week, depending on your organization’s investment. Make sure your organization is committed to blogging from the top down. The greater the organizational commitment, the more likely your blog will accurately and more effectively portray your mission, actions and needs.

Blogs are not mainstream yet. In 2006, less than one in five Americans were visiting blogs. It may take a considerable amount of time before your blog finds its audience. While you are waiting, be sure to keep your website current and use it to direct readers to your blog.

Based on current trends, it appears that blogs, or something similar, will become a primary tool for people to get information and opinion from the internet. Entering this world now will put your organization ahead of the curve with a well-developed, insightful blog shared regularly with the people you most want to reach.

For more information see:
http://www.donorpowerblog.com/donor_power_blog/2006/01/should_your_non.html
http://www.techsoup.org/learningcenter/internet/archives/page9143.cfm?cg=searchterms&sg=blog
http://www.netsquared.org/blog/britt-bravo/10-ways-nonprofits-can-use-blogs
http://www.pewinternet.org/pdfs/PIP_blogging_data.pdf http://technorati.com/weblog/2006/05/100.html