Incorporating nonprofit blogs in your digital marketing plan is the new fundraising growth model. The facts speak for themselves.
Marketing data clearly shows that blogging is one of the most critical components of the inbound marketing methodology for nonprofits.
According to Tech Client, your site has a 434% better chance of being ranked higher in Google by featuring your blog on your site.
According to HubSpot research, Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
But merely writing blog articles won’t dramatically transform your nonprofit marketing.
Your blog needs to be well-optimized and promoted, and most of all, contain rich content.
The goal with blogging is not to connect with everyone who has money, rather the goal is to connect with people who believe in what you believe. Similarly, the goal is not to sell people on what you do, the goal is to sell people who believe in what you believe.
If you tell stories about what you believe and what your mission is about, you will attract those who believe in what you believe.
Nonprofit blogging is about talking to individuals separately, not en masse and that’s how you connect with people. It’s about connecting to a person of one, building a relationship and at the appropriate time you monetize the relationship.
Blogging is a marketing asset with long term returns. It will help you attract high quality traffic, generate new donors, and increase awareness for your mission.
Yet, many nonprofits overlook the potential of publishing blog articles.
Here are three reasons to consider incorporating the benefits of nonprofit blogs in your fundraising stratsegies.
- Blogging will help your website gain traction in the search engines.
The more blog posts you publish, the more indexed pages you create for the search engines to display in their search results thereby enabling your organization to attract organic traffic and familiarize people with your organization—even if they are looking for information about your mission and not your organization.
Frequency of publishing matters; according to HubSpot research small organizations of 1 to 10 employees and publish 11 or more posts per month drive much higher traffic than organizations who publish less than 11 posts per month.
Optimize your posts; The other essential element of attracting more traffic through organic search is optimizing your blog posts. Make sure your blog titles incorporate relevant keywords that people enter in search engines as they conduct research.
Your content should be 80% about your audience and 20% about you; To attract people with blog content, you have to break out of your own bubble. Most of your best-fit constituents may not know you even exist yet (don’t worry, you’ll change that). Think instead what those “strangers” are searching for that is related to your organization’s mission—and write content to help and educate around those topics.
- Second, your blog is an asset that lets you tell your nonprofit’s story.
If you have some success stories to share, a blog will help you earn people’s trust and support, and stay top-of-mind for your audience.
Feature your advocates; how are your donors helping your nonprofit drive change? How are you helping them in return? Write posts about telling touching stories about how some of your donors or volunteers have formed relationships with your organization.
Build thought leadership; use your blog to showcase your expertise on a given subject. Write about the mission of your organization and let your expertise stand out.
Earn people’s trust; blogging is an excellent way to tell stories rich with social proof and data on the mission of your organization. Highlight the contributions from your donors and let the story of their participation compel others to act.
- Third, a blog gives you valuable real estate to place calls-to-action.
You might ask them to sign up for your newsletter, attend your informational event or download a free guide that you have.
Make blog CTA’s contextual. Make sure you are matching the content you have written to the offer you want to highlight.. The contextual call-to-action is going to be much more appealing and have a much higher clickthrough rate to the subsequent landing page.
CTA Placement; You can place calls-to-action within the blog post itself, at the beginning, middle or end of the article. Also, don’t forget to create contextual calls-to-action, by hyperlinking keywords to appropriate offers that you have.
Blogging may seem like a lot of work, but done right—even the leanest organization can see serious results with a small but consistent commitment.
Your organization is doing amazing things each and every day. Help people discover exactly what they are.
To make the most out of your limited budget, it’s important to keep your fundraising strategies optimized for both efficiency and effectiveness when marketing a nonprofit. To learn more, download our eBook entitled How to Attract and Retain Donors.