Should you start a blog? Three questions to consider first and how to write your first blog post.
One of the most frequently asked questions I get from nonprofit clients is - should we have a blog? My answer varies on a number of factors (listed below) but if it’s at all possible, I highly recommend it.
Blogging has come a long way since the days of Blogspot and mommy bloggers. It’s now one of, if not the best way, to create long-form content that reaches a specific audience. And when written strategically with a clear goal and strategy in mind, a blog post can not only help you reach more people but also convert those readers into donors - the ultimate goal!
So, how do you know if starting a blog is right for your nonprofit? I recommend starting with these three questions first:
Do I have a solid list of content ideas for a new blog?
The idea of blogging is very appealing to a lot of nonprofits. Many leaders are tired of coming up with witty captions for social media posts that hardly reach a fraction of their followers and rarely lead toward conversions. A blog seems to be a logical next step. And then, it’s time to write.
What should we blog about? Five hundred words you say? Uh oh. Maybe we didn’t think this through. Before you commit to starting a blog, you’ll want to have at least 15-20 topic ideas in mind. This will solve the “what to write” problem and give you some flexibility to blog around the most relevant subject matter at the time.
For example, if it’s almost summer and your blog ideas are things to do when it’s cold outside, that’s not going to bode well with your audience. By having a range of ideas and topics, you can pull from the list when the inspiration strikes. I keep a running list of ideas in the back of my planner (I’m often an analog / write it down kind of gal) and I check them off as I write them or add new ideas as they come to me.
Some great blog structure ideas include:
How our (XYZ program) works behind the scenes
A day in the life of one of our volunteers
Wondering where your money goes? We’ll show you.
Partner spotlights - could either be for fellow nonprofits or corporate partners
How to do (XYZ) in 10 steps (Syndication Attorneys has a great example of this)
2. Can I dedicate time to blog consistently?
Having the topic ideas down is definitely step one. But, can you dedicate time to blog consistently or can you assign this task to someone on your team? At first, it might seem like a quick task - write the post and move on. However, there’s a lot more to blogging than writing the post (when you do it strategically). Here’s what my process looks like:
Once I’ve narrowed down my topic, I do 10-15 minutes of SEO research. I google my topic, note what other posts are out there on a similar topic, figure out what other people are asking around that topic, and make a list of keywords that should be included in this post
Next, I draft my post in a Google Doc starting with what I want readers to do at the end of the post. Then, I outline the most relevant sections of the post and begin writing.
Then, I write a few drafts of the headline that best summarize the post (and ensure the post actually delivers what the headline suggests)
Next, I move the content to my website and do a second round of proofing. I add in links where I need them and email opt-in sections where needed. (I always, always use Grammarly for editing — nothing beats it.)
Then, I select the photos I want to include, write captions, and edit the post one more time.
It’s still not time to publish, yet! I work through the blog post settings, adding categories, completing the SEO descriptions, and creating my thumbnails for the post and Pinterest.
Finally, I publish the post. Then, I work on marketing the post through social media and my email list.
As you can see, it’s quite the process. Each blog post probably takes me 2-3 hours on a good day and longer posts might take me 3-4 hours completely. This process could be shortened or broken up among team members but it’s still important to recognize the time commitment of blogging before you decide to start a blog.
3. Do I have key performance indicators (KPI) to measure the blog’s success?
Before you start any new marketing effort, it’s critical to have key performance indicators first. Otherwise, you’ll end up spending time, money, and human resources on marketing endeavors and have no idea if they are actually working.
Different nonprofits will have different KPIs based on their overall organizational goals and marketing strategies. For example, if you’re United Way, you might be working toward engaging a corporate audience in hopes of building up your workplace giving campaign. Your blog topics will be more centered around a professional, working audience, and your KPI might be the number of new workplaces that begin employee-giving campaigns.
If you’re a smaller nonprofit that serves elementary-age kids, your blog might be geared toward educating parents, and your KPI may be email list growth or volunteer sign-ups. Your performance measures can be whatever you want - it’s just important to have them. Knowing the number of website visitors is one thing, but knowing that, on average, each blog post leads to ten new email subscribers is a completely different measurement.
How to write your first blog post
If you’ve answered yes to those three key questions, I say go for it. Most website platforms have a blog function already built-in so when it’s time to write your first post, here’s what I recommend.
Choose the topic you’re most excited about it and definitely skip the “welcome to our blog” post. You can sum up the welcome in just a few sentences of your first post.
Remember to start with your end goal in mind before you start writing. What do you want readers to do when they're done reading the post? Write that down at the top of your draft and make sure everything you write leads readers to take that action.
Leave the jargon behind. Pick one person that represents your audience and write to them. Imagine yourself having a conversation with them and write from that perspective. You’ll sound way more approachable and it will be more enjoyable to read.
Don’t worry too much about word count — make your point first. How long should my blog post be is one of the top questions asked on Google. While there is some research that shows longer posts tend to convert at a higher percentage, a long boring post that is just filler is not going to make the cut. Make your point, divide your post into sub-header sections (also great for SEO), and focus on value over length.
Proof, proof, proof. Your first post is going to set the tone for all the posts to follow. Have someone else read your draft and do a good editing session before you publish!
Last but not least, plan to market your post. Simply hitting publish on your blog won’t instantly generate traffic. Share your post with your email friends. Pick a blurb or two and post it on social media with a link to the full post. Use the power of Pinterest to attract new readers!
Starting a blog for your nonprofit can be an excellent way to grow your reach, attract a new audience, or re-engage a cold audience that has drifted away. Don’t be afraid to ask your staff, your volunteers, your board members, or your donors for ideas on what to write.
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