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Raising Funds & Friends With Nonprofit Blogging
- 1. RAISING FUNDS & FRIENDS WITH NONPROFIT BLOGGING WEBINAR
- 2. HOUSEKEEPING • Use the GoToWebinar chat panel to ask questions • Link to video will be emailed to you • Check out our blog!
- 3. Jacqueline Lalley @jackielalley Director, Strategic Communications • Likes yoga, public radio, walkable cities • No known allergies
- 4. AGENDA 1 Why Your Nonprofit Should Have a Blog 2 Creating Blog Content 3 Optimizing Blog Posts 4 Promoting Your Blog 5 Measuring Your Blog
- 5. 1WHY YOUR NONPROFIT SHOULD HAVE A BLOG
- 6. 65% of nonprofits are producing more content than they were a year ago. 92% of nonprofits are using blogging, social media, email, and videos for their content marketing efforts
- 7. Blogging attracts your ideal supporters to your website
- 8. and gives them good opportunities to donate and get involved
- 9. SEO: More posts = higher ranking • Frequency matters: blogging 16-20 times a month = DOUBLES your site traffic vs. 1-4 times a month • The more pages you have, the more often search engines find you
- 10. Photo: A place tell your story • Feature your advocates • Build thought leadership, show your stuff • Earn trust with “social proof”
- 11. Great real estate for calls to action Sign up for newsletter, come to event, download a free guide
- 15. Supporter personas help you understand what content your ideal supporters are looking for.
- 23. 4BRAINSTORM TOGETHER Photo:JacobBøtter.License:http://creativecommons.org/licenses/by/4.0/legalcode
- 24. You can produce all the blog topics you need in just 15 minutes a week of staff meeting time. Photo: Clean Energy Resource Team. License: https://creativecommons.org/licenses/by-nc/2.0/legalcode
- 26. Good guest bloggers: • Experts • Partners • Members Bad guest bloggers: • Spammers
- 28. • Emphasis on useful • Are you helping your ideal supporters by pulling this content together?
- 30. Optimize your content to: • Grab your ideal supporters’ attention • Rank well in search engines Photo:(OvO)License:https://creativecommons.org/licenses/by-nc-sa/2.0/legalcode
- 31. 1PICK ONE GOOD LONGTAIL KEYWORD for your blog entry
- 32. LONGTAIL KEYWORD • Search phrase of 3+ words, e.g., “unicorn costumes for kids” • Gets better quality traffic and higher conversion rates than single word (e.g., “costumes”)
- 34. Multiple blogs with the same great keyword will increase your search rank. Photo:JamesCooper.License:https://creativecommons.org/licenses/by-nc-sa/2.0/legalcode
- 35. 1 Write around a good longtail keyword
- 36. 210 SIGNS OF AN OPTIMIZED BLOG
- 40. 5. Definitive 6. Sidebar calls-to- action 7. Combined relevance 8. Actionable 9. Entertaining / compelling
- 42. DID YOU OPTIMIZE? SEO is crucial to promotion.
- 43. Banners throughout your site Social media sharing Find influential bloggers WAYS TO PROMOTE YOUR BLOG
- 44. • Email signatures • Contests • Blog directories • Events and presentations • YouTube optimized video Photo:RobCarlson.License:https://creativecommons.org/licenses/by-sa/2.0/legalcode LET YOUR BLOG SHINE
- 46. MILLIONS OF METRICS Which ones are most important?
- 47. CRITICAL BLOG METRICS 1. Visitors 2. Leads 3. Subscriber count 4. Inbound links 5. Social media shares
- 50. QUESTIONS?
- 51. THANK YOU!
Editor's Notes
- Fun fact
- First let’s look at the facts Nonprofits are producing more content, because the internet has provided a direct channel between organizations and their supporters, advocates, constituents, and participants Nonprofits are using blogging—chances are you’re already blogging or have tried to blog—are you doing it effectively?
- Social proof—when someone I trust likes something, I’m inclined to like it too
- Call to action: ideal supporter takes an action (download ebook, sign up for webinar, watch video) in exchange they provide information about themselves that’s valuable to you as a nonprofit marketer (name, email address, issues / services they’re interested in)
- We’ve got a tool for this in the resources library on our website
- Charity water put this video on their blog 9-yr-old girl raising money for charity water instead of getting birthday presents Lost life in car accident Family responded by reaching out in her name to people around the world, now generated 37,770 gallons of clean water
- St baldricks scotland assists families dealing with childhood cancer Allows families to blog on their site Not always good news, but this is the place families go to to be understood and supported
- Georges Malaika Foundation enables children in Democratic Republic of Congo to get an education 180 students at this school did series of photos with initials of donor orgs and posted Thank your donors
- Show supporters tangible results of their support Nothing but nets buys nets to prevent malaria from taking people’s lives Tied that $10 to their work in a specific refugee camp
- FAQ pages Booklets, brochures, emails, annual report, enewsletter
- Staff, committees, members, conference workshops, board meetings
- Helps families dealing with congenital heart defects Medical experts and patients blog
- YMCA of Houston Each blog entry must have its own page
- Urban Ecology Center in Milwaukee
- Test of the emergency message broadcast system Your supporters are your best evangelists, and if they click Share and nothing happens, that’s a problem
- Looking at GA or other tools, overwhelmed What are the 5 metrics you need to look at and respond to every month by adjusting your blogging strategy
- If you’re not blogging and you start, or if you’re blogging infrequently and you start blogging regularly, you will see this go up You’ll see the people who visit your pages use that Calls to Action to get into your contact list so you can keep a relationship with them More blog subscribers Other websites linking to yours People sharing your blog content via social media Where do you get these statistics?
- Lots of different sources—Google analytics, social media native software, email platforms like constant contact, third party sites like hootsuite Hubspot integrates all those metrics—with your SEO, blogging and social media, and email—and makes it easy for you to see the impact of all of your marketing, and plan campaigns and build relationships that generate support for your organization
- Yodelpop is a Hubspot certified partner, so we can help you publish an effective blog and use inbound marketing to achieve your nonprofit’s goals in fundraising, advocacy, and engagement