Why Should Nonprofits Blog?

Credit: Gideon Burton

It seems only appropriate that my first-ever entry discusses the importance of blogging, and how nonprofit organizations can benefit from maintaining one.

Let’s face it – a nonprofit’s website is the most important communicative source your clientele can use to connect with your mission. It contains all of the details your constituents need to make an informed decision about your mission, your programs, your actions, etc. You’ve likely got a donate page, maybe a gallery of photos and videos from the last few events you’ve thrown, and possibly even a news tab. This is all critical information, but how timely is it?

Blogging allows you to keep your followers up-to-date on any and all news, important changes to your organization, cutting-edge research, and just trends they may not have otherwise been privy to. And you know what else? It’s a phenomenal way to tell stories. I’ve worked with nonprofits in the past that are wonderful story tellers, that take amazing pictures of the work being done, and then just sit on them. This is the opportunity to use them! Share these with the world via a well-written and entertaining blog. Your constituents want to know that the work you’re doing is making an impact, right? Here’s that chance to make it known.

Let’s be honest – that’s why I blog! I want you, my potential clients and other individuals who are interested in learning more about the values of online communication and fundraising, to be able to keep up with me and my whereabouts. I want you to see the latest numbers and trends about traffic to websites that also contain a blog. I want you to know that I’m always doing my research and not sitting on a wealth of data and information that could be several years old.

And, this is why you should blog, too. Consistent blogging is a great way for your organization to demonstrate its commitment to the cause. It’s also a great way to boost traffic to your website. Keywords that pop up in your blog will drive traffic to your website via search engines, and increases the number of times your organization’s name appears in web searches.

Earlier this year, Forbes addressed the issue of increasing traffic to your website. One point that really stuck out to me (credit to QuickSprout) was the idea that posting high-quality posts up to 6 times per week (vs 5 times) can increase blog traffic up to 18.6%! Finding a niche blog that fits well with your organization, and maintaining it, will really drive viewership numbers up.

Simply put, blogging drives traffic, and traffic to your website is the best way you’ll find new constituents, and more importantly, new donors.