raising funds & friends with nonprofit blogging
DESCRIPTION
This slidedeck is from a webinar we did to share blogging best practices and strategies for increasing quality traffic to a nonprofit website, and building relationships through blogging.TRANSCRIPT
RAISING FUNDS & FRIENDS WITH NONPROFIT BLOGGINGWEBINAR
HOUSEKEEPING
• Use the GoToWebinar chat panel to ask questions
• Link to video will be emailed to you
• Check out our blog!
Jacqueline Lalley@jackielalley
Director, Strategic Communications
• Likes yoga, public radio, walkable cities
• No known allergies
AGENDA1 Why Your Nonprofit Should Have a Blog
2 Creating Blog Content
3 Optimizing Blog Posts4 Promoting Your Blog5 Measuring Your Blog
1WHY YOUR NONPROFIT SHOULD HAVE A BLOG
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
Blogging attracts your ideal supporters to your website
and gives them good opportunities to donate and get involved
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
Photo:
A place tell your story• Feature your advocates• Build thought leadership,
show your stuff• Earn trust with “social proof”
Great real estate for calls to actionSign up for newsletter, come to event, download a free guide
2 CREATINGBLOG CONTENT
6
BRILLIANT BLOG CONTENT TACTICS
1TARGET YOUR IDEAL SUPPORTERS
Supporter personas help you understandwhat content your ideal supportersare looking for.
2TELL PERSONALSTORIES
3REPACKAGEYOUR CONTENT
Presto! App content becomes blog content.
4BRAINSTORMTOGETHER
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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
5ENLIST TOP-NOTCHGUEST BLOGGERS
Good guestbloggers:• Experts• Partners• MembersBad guestbloggers:• Spammers
6CURATE USEFULCONTENT
• Emphasis on useful
• Are you helpingyour ideal supportersby pullingthis contenttogether?
3OPTIMIZINGBLOG POSTS
Optimize your content to:• Grab your ideal
supporters’ attention
• Rank well in search engines
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1PICK ONE GOOD LONGTAIL KEYWORDfor your blog entry
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”)
Multiple blogs with the same great keyword will increase your search rank.
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1 Write around a good longtail keyword
210 SIGNS OF AN OPTIMIZED BLOG
1.Social sharing buttons
2.Eye-catching, optimized titles
3. Engaging photos
4. Friendly formatting
5. In-text calls to action
5. Definitive
6. Sidebar calls-to-action
7. Combined relevance
8. Actionable
9. Entertaining / compelling
4 PROMOTING YOUR BLOG
DID YOU OPTIMIZE?SEO is crucial to
promotion.
Banners throughout your site
Social media sharing
Find influential bloggers
WAYS TO PROMOTE YOUR BLOG
• Email signatures• Contests• Blog directories• Events and presentations• YouTube optimized video
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LET YOUR BLOG SHINE
5MEASURINGYOUR BLOG
MILLIONS OF METRICS Which ones are most important?
CRITICAL BLOG METRICS
1. Visitors2. Leads3. Subscriber count4. Inbound links5. Social media
shares
BEST METRICS
HubspotAll-in-OneMarketingSoftware
QUESTIONS?
THANK YOU!