Spitfire Strategies * Blogs Part II: Promoting Nonprofit Blogs

Blogs Part II: Promoting Nonprofit Blogs

Relatively new on the communications scene, blogs can be an effective outreach tool for many nonprofits (see Spitfire’s Communicating in the Blogosphere). While it can be challenging to attract steady readership and regular Web traffic, there are some strategic ways nonprofits can promote their blogs to stand out in the increasingly crowded online marketplace.

By following a few basic rules of thumb, nonprofits can host a blog that successfully expands organizational reach, raises visibility and drives Web traffic.

Be a reliable resource. A blog, by definition, provides new information - in the form of links, articles and commentary - on a daily basis. The more frequently a blog is updated, the more useful it becomes to policymakers, donors, and others interested in your issues. Also, consider pitching your blog as an information resource to journalists.
Expose blogs to existing audiences. Let your supporters know about your blog by linking to it from your email signature, printing its address on your business cards, announcing it in newsletters, and featuring it prominently on your home page.
Reach new audiences by listing your site on directories. Submit your blog address to search sites and directories, like Yahoo! to raise its profile. Simply visit this site, click on “suggest a site,” and enter your blog’s URL address. Your site will then be catalogued on the site for those searching online for information on your issues.
Focus on the interactive component. If a blog can be defined as timely, it can also be defined as interactive. Readers should have the option of responding to a blog. (Note: To maintain a measure of control, implement a quick screening process of reader responses prior to posting - rather than an automatic posting process - that can prevent potentially inappropriate messages from appearing on your site.) Take the interactive component a step further, and reach new audiences at the same time, by posting a feature that allows your blog readers to easily email an entry of your blog to a friend.

To take blogging to even greater heights, nonprofits with the time or resources should consider additional outreach activities such as creating a banner ad at AdDesigner.com and placing the ad on relevant blogs or other sites your target audience might frequent. You might also try actively engaging online with like-minded organizations and creating an online network by forging reciprocal relationships with nonprofits working on similar issues. Post thoughtful comments and feedback on related blogs and reply to comments readers have posted on your blog.

Keep track of who is writing about or mentioning your organization or blog with a news service like Google Alerts or Net News Tracker. You can also search for your organization on Technorati or Topix.net to determine which other blogs and organizations may be linking to your blog or site. By monitoring who is writing about you, your organization can respond, build relationships and protect itself.