Comment: You might want to add a warning to all this optimism: If you have a hard time defining and understanding your audience (as many nonprofits do), your blog is going to suck. Your audience is not you. Their knowledge, assumptions and connection to your cause are different from yours. Don’t miss that vital point on your blog!
Comment: Speaking of audience, you’re talking as if donors and prospective donors are the only audience. There are others, like staff, clients, vendors and peer nonprofits. A blog might be a useful tool with any of them.
Blogging: Your training for the future.
Blogs signal a fundamental shift of power between marketers and their markets.
A cool, new remark-worthy product can spread through the blogosphere, taking a business from zero to 60 in just days. In the same way, bad service, shoddy products, scandal or dishonesty can be called out in the blog world, and word can spread even faster and farther.
Would you know how to handle either one of these situations if it happened to your nonprofit?
Chances are, blogs (or something like them) eventually will become a mainstream source of information and marketing, consumed by nearly everyone. And blogs are just one form of social-networking tool. There are photo-sharing sites like Flickr, video-sharing sites like YouTube, wikis (user-built information sites) like Wikipedia — even virtual online worlds like Second Life. The expertise you gain from operating a good blog will position you to do well in these other places, any of which could quickly go mainstream.
Start now, and you’ll be an old hand by the time that happens. Experience is the most valuable resource you can have, and now is the time to get it. So start blogging.
Comment: You’re asking nonprofits to make a very serious time commitment! It takes time to write a good blog. Lots of it. First, you need to write well, and that takes time. Second, if you want regular readers, you need to post frequently. Daily, if not more often. And any blogger worth her salt is also following related blogs and taking part in the wider conversation. All that will take somewhere between 10 and 20 hours a week! Who has that kind of time?