#NPMC chat – November 26, 2014

Welcome to #NPMC chat! Our topic today: is blogging worth it for *your* nonprofit?  http://ow.ly/Etbpf 

Incoming tweet volume warning! I'm joining #NPMC Chat for nonprofit marketers and communicators. Highly encourage you to join in as well :)

Lots of tweets coming your way, as I join #NPMC and their chat on blogging.

Let’s start with introductions. Please tell us a little about you. Even if you think you’re going to be quiet, pls say hello! #NPMC

My tweet volume will ^ in the next hour as I’m joining the #npmc tweet-chat about #nonprofits and blogging.  http://ow.ly/Etbpf 

Joining #NPMC chat for #nonprofit communicators. Topic: Is blogging worth it for your nonprofit?  http://ow.ly/Etbpf  YAY!

Awesome to already see @Kelgon @techsoupcanada @SeattleSeneca @btrfly12 @margaux_om! #NPMC

Hi - I'm passionate about community engagement & cancer. Look forward to learning on today's chat. #npmc

Hey #NPMC folks! I'm Joyce and I handle communications & marketing at TechSoup Canada

#NPMC Hello, I'm in the house =)

Please forgive the temporarily excessive tweets. I'm joining #NPMC for nonprofit marketers & communicators.

Hi, #NPMC - I manage comms for @HealthConnctOne, a US nonprofit on #healthequity & peer support in pregnancy, birth and breastfeeding.

I’m Marlene Oliveira, copywriter & communications consultant to nonprofits at moflow, facilitating #NPMC chat today. #NPMC

Also, I may jump between my personal & work account depending on how outrageous my opinion is on blogging :) #npmc

Yay! Hello also to @OPgrrl @girardinl...keep the intros coming #NPMC

Hiya #NPMC. I'm a marcomm consultant for good causes, specializing in digital marketing, content & strategy. Based in sunny San Francisco.

@mo_flow I'm here but not sure I'll be very chatty today. Juggling a few things. :) #NPMC

Looks like moving to Wed was worth it to get those late-Thanksgiving celebrating Americans. :) #NPMC

Hi #npmc! I work w/ #nonprofits, esp those focused on #humanrights in #latinamerica, to improve their communications and websites.

For those new to #NPMC chat, we’re using Q/A format - we post questions using Q1, Q2, etc. You respond by using A1, A2, etc. Thx!

@CharmaineDymond Glad you're here! #NPMC

Hi! Newbie here:) Comms coordinator for @threadsoflifeca — looking forward to my first #NPMC chat :)

Okay, as the intros roll in, let's start answering questions... #NPMC

Q1 What is your nonprofit’s experience with blogging? Successes? Perhaps reasons you don’t currently have one? #NPMC

Hello #NPMC, I'm Erin, working in non-profit arts and culture and currently hailing from London.

@SarahWheelan Yay! Welcome! #NPMC

Q1 put a bit simpler. Does your org have a blog yet? Why or why not? :) #NPMC

A1. Blogging is slow & steady for us but it has been successful in helping nonprofits understand tech better #NPMC

Hi #NPMC. I'm Andrea. I work with nonprofits and I help them increase awareness and donations with their marketing.

@SarahWheelan You're in good company today! Welcome! #NPMC

A1 OMG do I have some strong opinions on this topic! I've helped several org w/ blog/content strategy &/or content creation... #NPMC

A1. I should also add that it works wonders for our SEO #NPMC

For those new to #NPMC chat, we’re using Q/A format - we post questions using Q1, Q2, etc. You respond by using A1, A2, etc. Thx!

A1. While our blog was more active (weekly posts), it was a good platform for testimonials and for responding to current events... #NPMC

#NPMC A1: I think reasons why an NPO may not have one is because of the lack of how to, & of resources to create content & manage the blog

BTW - we're very lucky to have @girardinl here. She's got blogging smarts! #NPMC

A1 The current org I'm working with has a blog. We're working on using it more effectively than was previously done. #npmc

A1 (Speaking for a client here) Comms staff has been trying to convince leadership for 3+ yrs that they need to blog… #npmc

A1 Just planning to start! Excited by the opportunity to share our voice; little daunted by the task of keeping momentum! #NPMC

A1 (part 2) ...&I'll sum up w/: Often, the will (organizational need) is strong, but the flesh (resources=interns) is weak. #NPMC

A1: We don't blog much because our programming happens every 6 months. Find it hard to engage with folks when not 'in-season'. #npmc

@OPgrrl Past tense? :) #NPMC

A1 cont. Leadership is afraid of saying something controversial. This org’s stated goal is to position themselves as experts... #npmc

Joining #NPMC chat for #nonprofit communicators. Topic: Is blogging worth it for your nonprofit?  http://ow.ly/Etbpf 

@SarahWheelan I know what you mean! Having a good CMS does help lift the stress though. Which platform are you using? #npmc

@mo_flow Aw! Thanks Marlene. Hope I manage to share something useful instead of just kvetching ;) #NPMC

@eebeejay How so? #NPMC

A1 cont. Leadership doesn’t “get it”; comms has trouble making the case b/c everyone is busy & it’s easiest to table the conversation. #npmc

@margaux_om Have they thought of trying the "Ask forgiveness, not permission" persuasion strategy? #NPMC

@margaux_om, I think it is tricky to prove the ROI, so it doesn't seem like the profitable way to spend time. #npmc

@girardinl @margaux_om Sometimes you need to show the results to get the buy-in. It can be tough, but it works #npmc

@mo_flow Still have blog; not weekly commitment to it. Traffic to/from blog and website increases with compelling posts; no reg aud. #NPMC

@eebeejay Ooh! What was the tipping point in becoming more effective? More resources? A handy tool? Pure will power? #NPMC

Q1b. If not there yet (or even if you are) what have you seen other organizations achieve via blogging? #NPMC

@fuuyin Yes, it would! Our site's built in wordpress- we'll just now be starting to use it to blog as well #npmc

@girardinl Yes re forgiveness vs permission. We like the idea, but then comms staff gets too busy to make it happen! <sigh> #npmc

THIS. Dynamic, new site content is beloved by search engines! A1. I should also add that it works wonders for our SEO #NPMC

@SeattleSeneca Totally true! Very difficult to prove ROI on blogging. #npmc

@SeattleSeneca @margaux_om THAT. SO that for us. #NPMC

@mo_flow It was used for short news updates, 1-3 sentences, no pictures. Working on fleshing out posts, having more stories, photos #npmc

@OPgrrl @SeattleSeneca @margaux_om We use Google Analytics to show the ROI of our blogs. Pair that with conversion data and voila #npmc

@fuuyin @margaux_om Any particular metrics that've been useful for making the case? #NPMC (I consult for TSG, but not on content strategy!)

@girardinl More resources, and a commitment to doing better. I don't think they realised the seo/social media benefits before. #npmc

@margaux_om @girardinl Have you considered doing content curation instead of writing blogs from scratch? It may help you find a groove #npmc

@margaux_om @girardinl Have you tried setting an annual plan for the blog? With goals, topics and timelines set it makes it easier. #NPMC

@eebeejay @mo_flow Short isn't necessarily bad! Visuals really help short & long posts. Makes for better social sharing too #NPMC

Q2 What could blogging could achieve for your nonprofit? What organizational objectives does/would a blog support? #NPMC

@techsoupcanada @girardinl @abrodydesign @marlinobitanga Great points. They love measuring stuff, and all this appeals to that. #npmc

@girardinl @margaux_om Neat! We're close with @TechSoup ;) We use source referrals to find potential partners #npmc

@eebeejay @girardinl More resources like staff? Outside coaching/guidance/writing? $ invested in blog? #NPMC

@techsoupcanada @margaux_om Blogging schedule 101: Week 1: curated 2: interview 3: story of success 4: guest author. Repeat #NPMC

A2 Blogging can help put a face on nonprofits. Highlighting staff, volunteers & supporters. Help community see ppl side vs. "the org" #npmc

A2 Big program changes in our future. Blogging could help introduce new program models, position us in our field, etc #NPMC

A2 Sharing more of the social mission behind what we do, personal transformations of people who are involved. #npmc

A2. Blogging can increase awareness of your cause & organization, surface potential partnerships & help achieve your mission #NPMC

#NPMC A2: Online presence SEO, Thought leadership, relationship building & listening w/your sponsors and donors, advocate creation.. etc

A2: It's a great platform to share personal stories, help us build a great relationship with the community and build awareness .#NPMC

@girardinl @margaux_om and don't be afraid to take baby steps. The key is consistency - pick a schedule/routine & stick with it #npmc

A2: We use our blog to help share our story with donors, advocates, vols, and general public. Creates storytelling culture #NPMC

@OPgrrl @girardinl Staff time, mostly. This org had a wordpress site, so the platform was already there. #npmc

Love the partnership potential MT @techsoupcanada A2. Blogging can increase awareness, surface potential partnerships ... #NPMC

A2 Blogging is dynamic comms yr org owns, unlike Facebook, Twitter, etc. Build blog audience by giving them what they want #NPMC

#NPMC A2b: Most importantly tell your #brandstory - Why you exist, and your mission. - Donors/Sponsors attach to a mission not an org

MT @DreamersEvents A2: It's a great platform to share personal stories, build a great relationship with community and build awareness .#NPMC

A2 observation: I'm hearing lots of folks saying blogging = storytelling opportunity. Love this! #NPMC @emcomai @DreamersEvents

Q2b. What about non mar com objectives? Can blog advance other org strat priorities like capital campaigns, volunteer recruitment... #NPMC

Agreed! MT @girardinl: lots of folks saying blogging = storytelling opportunity. Love this! #NPMC @emcomai @DreamersEvents

A2b. Yes! By blogging about your captial campaigns or highlighting a volunteer's story, you're increasing awareness of your program #NPMC

A2 Blogging brings yr audiences closer to you. It's welcoming & loosens things up, like the 1st cocktail @ a dinner party #NPMC

So...blogs can tell stories, raise awareness, build relationships, intro programs, position org brands, report back... #NPMC

#NPMC A2b: Of course! But it depends on your context. These campaigns should be told as part of your #brandstory not as an ad

A2b. We're testing ours now as fundraising tool - that is: Staff/Bd testimonials in Nov/Dec, then author shares on social w/ an ask. #NPMC

<3 MT @girardinl: Blogging brings yr audiences closer to you. It's welcoming & loosens things up, like the 1st cocktail @ a party #NPMC

A2b Gonna sound like SUCH a consultant here: Marcomm goals should always advance org & program goals. Blogging included. #NPMC

Q3. If we believe blogging can be this powerful, what do we need to do to make it a priority? #NPMC

@marlinobitanga Smart! Blogging = content marketing ≠ incessant self-promotion #NPMC

A2: I think blogging can also help build the level of "know, like and trust" from your supporters. #NPMC

MT @OPgrrl A2b. We're testing ours now as fundraising tool : Staff/Bd testimonials in Nov/Dec, then author shares on social w/ an ask. #NPMC

MT @girardinl A2bMarcomm goals should always advance org & program goals. Blogging included. #NPMC

A3 Personal confession: writing is hard for me and takes a long time. Practice and training would go a long way for me. #npmc

A3. Understand how much time & effort it takes & ensure ppl can accommodate - have staff "own" it so it doesn't get left behind #NPMC

@margaux_om My confession as well! Writing does take time, and I'm not even including the time it takes for peer editing #npmc

Simple & essential > MT @abrodydesign A2 blogging can also help build level of "know, like & trust" from your supporters. #NPMC

A3 cont. I’m the only communicator on my team. I can interview people and have guest authors, but that only goes so far. #npmc

A3: Need to set goals, make a plan/schedule and stick with it. Have a back up support option if things get busy and you need help. #NPMC

#NPMC A3: Ask WHY. Why do we need a blog, what will it accomplish that we aren't doing now, how will it benefit our donors?

@fuuyin @margaux_om I used to be a snail-paced writer. Practice and emotional objectivity both really helped speed me up. #NPMC

#NPMC A3: Some NPOs create a blog because everyone is doing it. The smart ones ask WHY they need one and create context for using it.

Awesome - you're already answering Q3b: what should be considered in a blog strategy? #NPMC

@margaux_om Likewise. 1-woman dept - And let me tell you, there are a LOT of "channels" to manage these days... #NPMC

A3: Think about your audience and write to them. Ask what are they interested in reading about? #NPMC

A3 A blog needs an editor-in-chief. Could be comms team or 1 person. They're not main writer. They're the kind task master #NPMC

#NPMC A3b: CONTEXT CONTEXT CONTEXT - anyone can write a blog, but are you writing to the right audience?

@girardinl Thanks! Great point about emotional objectivity. #npmc

Hearing blog strategy must consider capacity, writing time/talent, goals, schedule, contingency plans, audience...#NPMC

@marlinobitanga & also what kind of blog! All blogs are not the same. Different style, voice, format. Audience drives choices #NPMC

A3 Who will contribute & how often #NPMC

MT @girardinl A3 A blog needs an editor-in-chief. Could be comms team or 1 person. They're not main writer. They're kind task master #NPMC

@girardinl I'm a big fan of food blogs. They definitely have their own style! #NPMC

Q3. Have a blog style guide & if possible, outline brand persona. This way your blogs can be consistency with multiple authors #NPMC

Q4. What steps can you take to set the stage for blogging, or breathe new life into your blog?#NPMC

@techsoupcanada I agree. Guidelines & consistency are super important! #NPMC

@mo_flow Here's my ol' presentation on how to guide content from creation to publication  http://bit.ly/XLAdxw  #NPMC

A4. Get into the habit of reading other, like-minded blogs. It can help you get into the right state of mind & revitalize your writing #NPMC

@Kelgon Yes, especially if you have volunteer writers! #npmc

@Kelgon I could read food blogs all day. Oh...I have! #noshame #NPMC

A4 Find out what role marketing will play in our future program changes #NPMC

@techsoupcanada It's always helped me! #NPMC

@margaux_om Writing used to be hard for me too. Just write like you are talking to your audience. It will start to flow out naturally #NPMC

#NPMC A4: 1. Understand how @google and SEO are correlated 2. Define the context & your story. 3. Listen to your donors 4. Write TO them

A4. Seems like pausing to really plan out a blog strategy would help w/keeping it realistic and manageable. #NPMC

@abrodydesign Thanks! Yes. I’ve noticed it helps to envision actual real people I’ve met, rather than fictitious personas. #npmc

@techsoupcanada I'd also add: Don't just read other nonprofit blogs. Look to all leaders. I'm loving  http://contently.com/strategist/  #NPMC

@girardinl Ooh, great suggestion! Checking at their blog now #NPMC

@mo_flow joining late -- Q4 My advice is to keep an ideas file handy and add to it when inspiration strikes - you can draw on it later #NPMC

@techsoupcanada I've seen a brand style guide, but never a blog style guide. That's a great idea! #NPMC

MT @mo_flow: Pausing to really plan out a blog strategy would help keep it realistic and manageable. #npmc

A4 Experiment bravely. Be sure to measure these experiments so you know if change is beneficial or not #NPMC

@techsoupcanada It's content strategist catnip. #NPMC

Q4b. Any specific steps to start generating blog buy-in? To advocate for time and resource dedicated to it? #NPMC

@abrodydesign Ours is far from perfect, but you can see it here:  http://bit.ly/1uWU63u  #npmc

@abrodydesign @techsoupcanada Blog style guide is an editorial style guide with blogging best practices. Really useful tool. #NPMC

A4b. It may help to talk with other nonprofit bloggers & asking them how it helped their cause. Build a case for support! #NPMC

A4: Create a "communications calendar" and hold monthly meetings around what is happening across your org. Plan out posts #npmc

@techsoupcanada Nice and comprehensive! #NPMC

A4b. Measuring our annual appeal experiment - tracking online donors referred by blog = one step towards showing/seeing blog worth. #NPMC

MT @techsoupcanada A4b. It may help to talk with other nonprofit bloggers & ask how it helped their cause. Build a case for support! #NPMC

@mo_flow eep, thanks! Always a work in progress, but more than happy to share to help others get started :) #npmc

A4b. Establish blog as your hub for timely news about your organization and make it the center of your comms and social strategy. #NPMC

Nice! MT @OPgrrl: Measuring annual appeal experiment - tracking online donors referred by blog = one step towards showing blog worth. #NPMC

MT @JimDayton A4b. Establish blog as your hub for timely news about your org and make it the center of your comms and social strategy. #NPMC

Sorry to see this only now when it's too late to join but what is #NPMC please?

@ClaireSMBB It's never too late! #NPMC = nonprofit marketing communications

Q5. Our time is almost up. Any key lessons from today's chat? What do you want to put into practice? #NPMC

A4 Tie your blog content to specific actions audiences can take (subscribe, donate, pledge, volunteer). Measure & report. #NPMC

I'll join next week, thank you :-) "@fuuyin: @ClaireSMBB It's never too late! #NPMC = nonprofit marketing communications"

MT @girardinl A4 Tie blog content to specific actions audiences can take (subscribe, donate, pledge, volunteer). Measure & report. #NPMC

@ClaireSMBB It's once/month, but we're taking Dec off. Last Thurs of each month, moved this time for American T-giving. :) #NPMC

#NPMC A5: One thing to remember if you may not know, every blog posts gets indexed into Google. Think of a book at the library. #SEO

A5. I’m inspired. Thanks y’all! I was already working on my editorial calendar, so I’ll continue, and most of all just start writing! #npmc

Share your takeaways as we wrap. Meanwhile, thank you all for another great chat! #NPMC

A4 #NPMC Here's @LBCollab's (I occasionally consult) nonprofit editorial calendar. Both tool & ideas  http://bit.ly/LBCedcal2015blog …

A5. I like the idea of non-profit blog surfacing potential partners. Want to strategize on that ... @hconerachel @JerethaMcKinley #NPMC

A5. Add & expand my list of blogs to read. Thanks all for the awesome #NPMC chat!

Chat archives will be posted soon at  http://ow.ly/qmZRO  Please @ message me any time with topic ideas for future #NPMC chats!

#NPMC A5b: Write to your audience, involve them in your stories, and don't talk about you. THEY are the reason your org exists.

@mo_flow Thank you, Marlene, I look forward to the next #NPMC ~ have a fantastic rest-of-the-week :-)

Also, no chat in December. Save the date/time for next #NPMC Chat: Thursday, January 29 at 1 pm ET.

A5: Takeaway: Loved the idea of having a blog style guide. Thank you all for the great chat! #NPMC

#A5 Scheduling monthly meetings with the org and creating a "communications calendar". Thanks for hosting a great twitter chat #npmc

Great #NPMC chat (as always) - thank you all for re-inspiring me here!