Nonprofits can benefit from blogs that highlight the positive

March 19, 2014

Nonprofits can benefit from blogs that highlight the positive

A dynamic nonprofit website needs to engage the user with more than just an address and call for donations. For-profits in the business-to-consumer and business-to-business sectors have found that offering content is a great way to draw potential leads to a website. Utilizing search engine optimization tactics, a company can raise its search engine ranking and increase the number of hits the site receives.

In the consumer world, this translates into more revenue and brand loyalty. For nonprofits, it could mean drastically improving the image of the nonprofit and receiving more donations. With so much else to do, many organizations forget to share their successes with others. A weekly blog post is a great way to gain the advantages of increased website traffic while also engaging current and potential donors.

While many companies utilize SEO in content that appears almost daily, a nonprofit's blog should be meaningful and share personal stories, not just curate information about legislative issues impacting the sector or other common industry news. It's a chance to talk about the people that the organization helps and the people that help the organization.

How to write a good blog
Despite the different goals of a nonprofit, many of the rules are the same as they would be for a large consumer-oriented website. One important tip for any blogger is to provide content that is formatted in a way that users will want to read it:

  • Avoid big blocks of text: When possible, don't write a 1,000-word blog post with no visuals or other formatting tactics. Reading it will feel like a chore.
  • Use bullets, subheads and photos: These are the three easiest ways to break up a long blog or to direct the eyes of the reader to the parts of the story he or she will find most interesting. If you are summarizing a fundraiser, include information about top donors in a list under a heading. Another subhead can introduce a section about the event's fun activities.
  • Include the right title: Headlines are key with blog content. Most visitors to a website don't just read through it like a magazine. They will be looking for specific content so an engaging headline will help them locate it and encourage them to keep reading.

Above all else, stories should be uplifting. Nonprofits' missions are usually about providing opportunities or services in an area of need. More people will be encouraged to donate if a site shares stories about the organization's successes, not its struggles.

Content presented by First Nonprofit Group, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.

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