Blogs Part I: Communicating in the Blogosphere   With rising popularity and usage, a Web log, or blog, can be an effective tool for nonprofit organizations to reach target audiences in a new way, research alternative takes on the day’s news or spot trends. A blog is an online journal hosted as part of an existing Web site or as its own site. From the Iraq war to the 2004 presidential campaign to the Social Security debate, blogs have become a credible force in shaping public opinion and uncovering news stories. By creating a blog or searching the blogosphere, nonprofits can leverage their impact through a communications tool that is both interactive and timely.

Grassroots Communications. Blogs can be a vehicle for nonprofits to provide issue updates, point to relevant resources and promote discussion. Think about how your organization could engage various audiences - from funders to volunteers to journalists - by posting daily resources and commentary on your issues.

Blogs are inexpensive and easy to maintain since they rely largely on text rather than graphics. Nonprofits on limited budgets may find that linking to resources on other organizations’ sites can actually bolster their own site (e.g., an organization may not have the funds to create a media toolkit, but could link to tips on media writing or pitching on an external site).

Common Cause, a nonpartisan, nonprofit advocacy group working for open and accountable government, features a blog that recently commented on the latest news on Iraq’s elections and discussed lobbying efforts in Pennsylvania.

Environmental activist organization Greenpeace also hosts blogs on multiple issue areas from tsunami relief to anti-whaling voyages to marine reserves.

Research and Trend Spotting. Blogs often tap into the undercurrents of public opinion and allow for open dialogue. By perusing journalists’ blogs, you can learn more about a reporter or news outlet through the stories that don’t make it to the print newspaper, giving a deeper understanding of the current news cycle and new angles for pitching. In addition to news sites, it is beneficial to monitor issue-focused blogs, including those on the other side of your issue.

Create your own blog in a matter of minutes at www.blogger.com and consider what blogs can do for your short-term and long-term communications goals.

Hosting a resourceful blog can drive Web traffic and expand an organization’s reach - check back in March for Spitfire’s recommendations on promoting nonprofit blogs.

See also  Blogs Part II: Promoting Nonprofit Blogs