Using some real world use cases we'll cover nonprofits blogging basics as well as tips, strategies and best practices to help you start blogging or improve what you're already doing.

1. Blogging for Nonprofits By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge) Blogging – The quickest way to start a two way dialog

2. Who’s Talking? Jeff Patrick President Common Knowledge @commonknow ^jp Frank Barry Managing Consultant Blackbaud @franswaa

4. Why blog?

5. The anatomy of a Blog

6. Nonprofit blog examples

7. 9 Blogging don’ts

8. 16 Blogging starter tips

9. 10 tips to use once your ready post?

10. Some guidance on commenting?Blogging for Nonprofits

11. What is a Blog? Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs.

12. Why Should I be Blogging? Some stats to ponder …

13. Why Should I be Blogging? On average 55% more visitors 97% more links to your website (improves search results) 434% more indexed pages Source: http://smallbiztrends.com

14. Why Should I be Blogging? Internal Staff development Thought leadership External Search engine rankings Dialog Connection Engagement Community

15. The Anatomy of a Blog …

16. The Anatomy of a Blog … Search Main Post Easy to read headline Email/RSS Good Imagery

17. The Anatomy of a Blog … Post History Comments Tags Reactions Sharing

18. The Anatomy of a Blog … Google Search Top Posts Facebook Twitter http://www.postrank.com http://www.lijit.com http://www.facebook.com http://www.twitter.com

19. The Anatomy of a Blog … Feedburner AddThis TweetMeme Google Analytics http://www.addthis.com http://www.feedburner.com http://www.tweetmeme.com http://www.google.com/analytics

20. Communication Channels Reaching Your Supporters

21. Communication Channel Fragmentation 2008 1 Newspapers 2 Magazines 3 Email 4 Broadcast TV 5 Radio 6 CD Player 7 Cable TV 8 Personal Computer 9 Satellite Television 10 Internet (web site) 11 Cell Phone 12 DVD Player 13 Satellite Radio 14 MP3 Player/iPod 15 Tivo/DVR 16 Slingbox 17 BLOGS 18 Online Video 19 Mobile Internet 20 Console Video Games 21 Mobile Games 22 Text Messaging 23 Mobile Video 24 Download Movies 25 Podcasts 26 Instant Messaging 27 Social Networks 28 Twitter Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem and the rise of the Internet as Mass Medium, Feb 2007 1988 1 Newspapers 2 Magazines 3 Cable TV 4 Broadcast TV 5 Radio 6 Cassette Tapes 7 Walkman 8 VCR 9 Personal Computer 10 Console Video Game 11 PC Video Game 1968 1 Newspapers 2 Broadcast TV 3 Magazines 4 Broadcast Radio 5 Eight Track 5 11 28

22. Hype vs. Reality Blogging

23. Gartner’s Hype Cycle - Blogging

24. BIG Picture How does blogging fit into your online strategy?

25. Online Ecosystem – Fragmentation of Your Web Site External Networks Campaign Facebook OrgFacebookPage Corp Partners Coalition Partners Twitter OrgTwitterAccount Organization Website Blogosphere Org Blog Internal Networks

26. Types of Blogs Internal, External, Citizen, Expert

27. What is a Citizen Blog? Citizen Blog: A column presented by your supporter(s) with their take on your world. Often presented along with a social networking profile. Purpose: Help your community share their stories. Value Peer-to-peer relationship building Education and awareness PR Identify core prospects and donors Recruit new volunteer writers

28. Sierra Student Coalition: Citizen Blog

29. What is an Expert Blog? Expert Blog: A blog presented by an internal or external subject matter expert. Purpose: Enhance editorial content on your site. Value Expand breadth/depth of editorial content Offer a different perspective on your work PR Drive traffic to your site (external experts)

30. Expert Blog: Sierra Club’s “Hey Mr. Green” Sierra magazine’s answer guy answers your green living questions.

31. What is an Internal Blog? Internal Blog: A blog presented on your organization’s web sites. Purpose: Enhance the editorial content on your site and optionally creating dialogue. Value SEO / Traffic Increased engagement on site Connection with new supporters Peer-to-peer relationship building Education and awareness PR Identify core prospects and donors Recruit new volunteer writers

32. ChildFund

33. What is an External Blog? External Blog: A blog, written by your organization about your mission and programs presented on an external web site. Purpose: Create an additional outlet for your content and reach another audience. Value Peer-to-peer relationship building Education and awareness PR Identify core prospects and donors Recruit new volunteer writers

34. External Blog

35. Successful Nonprofit Blogs A look at some examples …

36. Christopher & Dana Reeve FoundationCase Study One

37. Online Ecosystem: Christopher & Dana Reeve Foundation

38. Online Ecosystem: Christopher & Dana Reeve Foundation Post 2-3 times a week 1 Main contributor Engagement increasing Page views up 60% Unique visitors up 26%

39. Lance Armstrong FoundationCase Study Two

40. Lance Armstrong Foundation 60K views/mnth. Twitter is #1 referring site 1 Main contributor with 2-3 supporting CEO/Lance post occasionally

41. Sierra Club Case Study Three

42. Sierra Club: Carl Pope - Taking the Initiative Political Insights from the Executive Director

43. Sierra Club: The Green Life Ideas for living well and doing good from Sierra magazine.

44. Sierra Club: Hey Mr. Green Sierra magazine’s answer guy answers your green living questions.

45. Sierra Club: The Insider The inside scoop on environmental news, action alerts, outings and more.

46. Other Blogs at Sierra Club

47. House Network: Climate Crossroads

48. Expert Blogs on Climate Crossroads

49. Sierra Club: Trails

50. 9 Blogging Don'tsMake sure not to go down these roads

51. 9 Blogging Don'ts Don’t fake it Don’t sell / market Don’t be corporate Don’t talk AT your readers Don’t be an island Don’t forget your employees Don’t stray from your objectives Don’t let the content go stale Don’t force login to comment

52. 16 Blogging Starter TipsWhat should I be thinking about?

53. 16 Blogging Starter Tips [1-4] Strategic RoleHow does the blog fit within your online communications strategy? Online strategy more generally? Offline strategy? AudienceWho are you targeting with your blog outreach? Consumers, bloggers, media, decision makers? ObjectivesWhat will you accomplish with this blog? PersonaWhat is the personality, tone, voice and orientation to your issues of the blog author(s)?

54. 16 Blogging Starter Tips [5-8] BrandingHow is the blog branded? Name? Look and feel? ContentWhat is your editorial content calendar? What topics or categories will you include? When will you stray from these guidelines? FrequencyHow often will you post? ResourcingWho will author, edit, approve and post?

55. 16 Blogging Starter Tips [9-12] ProcessWhat is the process for writing, approving and posting to the blog? What is the emergency process? ModerationWho will moderate and manage comments to your blog? Who replies? What is the process for escalating issues? MetricsHow will you measure success? What can you actually measure automatically? What are your targets? Google Blog search, Technorati, Google Analytics, Feedburner, AddThis ReportingWhat reports do you need? Who will review the reports? What frequency? What format?

56. 16 Blogging Starter Tips [13-16] Marketing PlanHow will you promote the blog? Channels? Messaging? Other bloggers? Executive Buy-inAre you starting first and getting buy-in later? Do budgets need to be allocated? Is there political coverage for your work? How do you escalate issues? Corporate PolicyShould employees participate in the blog? Comment on the blog? When? What type of content? With what objectives? How will you communicate the policy to your employees? What are the privacy and terms of use for the blog? LegalBlogs can lead to legal issues – copyright, liability, non-disclosure, indemnity, exclusions and limitations. Solicit advice from legal council. Establish guidelines that keep you out of trouble.

57. So You’re Ready to Start Posting?What should I be thinking about?

58. So You’re Ready to Start Posting? TitleInclude humor, surprise, personal, timeliness, etc. Keywords (SEO) Use them in title, headers (h1), hyperlinks, tags, 1st paragraph FormattingUse headers, break things up into easy to read chunks WritingUse short sentences and easy to understand words Images Use images to clarify, amplify & augment your copy. Flickr. Links Link to other blogs & to your past blogs

59. So You’re Ready to Start Posting? Length & Content Variable length posts are ok but ADD value Scheduling Check editorial calendar, programs, events – be timely & cross-promote Workflow Incorporate time for editorial workflow Announcement Cross-post on FB, Twitter, website, email, other blogs; be creative about promotion ex. Ask a question and then link to your blog post.

60. Ready to Comment on a Blog?It’s a dialog, don’t forget.

61. Ready to Comment on Your Blog? Remember … It’s a dialog It’s a chance to connect/engage It’s an opportunity to humanize your organization How? Extend the discussion Reply to questions and comments Clarify and correct other’s comments Update your blog post over time Be consistent, be involved

62. Ready to Comment on Other Blogs? Remember … It’s a chance to connect/engage It’s an opportunity to humanize your organization Be gracious and professional Strive to extend the discussion with an insightful question or addition Comment frequently on a limited number of closely related blogs Link to other peoples information

63. Questions? Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

64. The End … We appreciate your time! Frank Barry Managing Consultant Blackbaud 858.795.8947 www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa) Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com @commonknow (http://twitter.com/commonknow)