Nonprofits need all the help they can get these days. They are notoriously strapped for resources, short on money and under staff – and that was before 2020! Creating well-written and optimized blog content is one of the most profitable non-profit marketing strategies you can use to get the attention of the donors you want.
- Blogs Are Among The Most Effective Ways For Nonprofits To Establish Authority
- 55% of marketers say blog content is their top inbound marketing priority
- Marketers who prioritize blogging efforts are 13 times more likely to see a positive return on investment
Here’s how to get the most out of your online presence with nonprofit blogging:
Determine your target audience
Before you think about what to write about, you need to know who you are writing for. If you don’t already know who your customers are, now is the time to find out. Answer the following questions:
- Where do your clients work / what do they do?
- What is their salary scale?
- What is their age range?
- Are they educated?
- Are they mainly men or women?
- What do they need to know about your organization?
- Are they current donors? Potential donors? Volunteers?
- What are their weak points?
- What are their fears / goals?
If you can’t answer some of these questions, contact some of your current or previous donors and ask them for help. There is a good chance that you will start to notice some trends.
Sell them for your cause
Your home, about, and service pages should talk about what you do. Your blog should further inform and educate your audience about your cause, why it’s important, highlight trends or statistics related to your cause, and solidify your status as a thought leader.
Pick a main idea directly related to your nonprofit organization. This will serve as a marquee, or post 101, and answer most of the most frequently asked questions on the topic. Some examples include:
- Everything you need to know about child advocacy centers
- Your Complete Guide to Diversity, Equity and Inclusion in the Workplace
- Fundraising 101: Why foundations need a solid fundraising strategy
Map your content strategy
Once you’ve defined your main idea, think about all of your supporting articles. For example, if your nonprofit is focused on preventing child abuse, examples of supporting publications might include:
- How to know if a child may be abused
- 5 facts about shaken baby syndrome
- 7 people to call if you think a child is being abused
Create a table that highlights the topic, first and last draft dates, as well as a list of potential online sources and people you can contact for a quote or interview. Keep this list in an easy-to-find place and review / modify it regularly.
Do your SEO research
Use sites like Moz, SEMRush, or Ubersuggest to determine the most relevant keywords to use in your posts. Ideally, you’ll want to find keywords with a high volume score (which means they’re searched often) and a low competition score (which means your audience will have an easier time finding you).
Make sure each post is associated with one or more keywords before you start to write them. Also, don’t use the same main keyword twice on the same site, otherwise you risk cannibalizing your own search engine rankings.
Nonprofit Marketing: Write, Publish, and Share
With your audience, posts, and keywords in mind, you’re ready to start writing! Make sure to link all of your support articles to the main post to improve your search engine rankings and share your posts on social media. Be smart in your nonprofit marketing by staying consistent, engaging, and helpful to those with additional questions.
By following these steps, you will be on your way to becoming a successful nonprofit blogger!