publication date: Aug 17, 2011
author/source: Jackson Wightman
Over at our client company, FAIT ICI
been running a
for close to a year now. It's a core piece of
our content marketing. The experience has made me realize that group
blogging holds mega-promise for nonprofits. Some, like USA for UNHCR
, have already caught on.
is a textbook illustration of how nonprofits should run group
Your nonprofit should consider this tactic very
seriously. Here are 4 reasons.
A story from multiple perspectives
Charities are in the business of doing good, but that does
not mean they're all great at storytelling. There is a tendency to
think that everyone's perspective on, and interactions with a cause are the
same. This is patently untrue.
In fact, the different angles of a cause hold
real possibility if brought to light. A group blog featuring all segments of
a community (from your staff, to those you help, to those who donate
to your cause, to those whose work is funded by the money you raise) is a
great way to tell the world about you and your mission. Most important, it
prevents your story from being one-dimensional.
Content marketing . . . outsourced (kinda)
Nonprofits often gripe about how they lack the resources for
effective content marketing. A group blog with regular scheduled postings
overcomes this problem to some extent. By outsourcing the creation of content
to passionate members of your community, you get material for low staff effort.
Someone on your team will still need to curate, edit and promote the
content, but this need not be an onerous task.
Give a community a platform and it comes together
If you're doing good in the world, people want
to interact with you. By creating a
group blog you give your community (and those you would like to be in it) a
place to interact and come together. This is very powerful as a way to solidify
relations, begin more business-centric discussions unobtrusively, and grow your
Group blogging is a great media relations tactic
Most notably (and I have seen this writ large) a group blog
allows you to invite influencers into your space and give them a platform. It
is an excellent way to carry out media relations; someone comes - invited by
you - to your
owned media property
and you begin to build a relationship where you can later go to them and ask
This story is
reprinted with permission from Jackson Wightman's blog at www.jacksonwightman.com.
Jackson Wightman is a
Montreal-based communications consultant. He helps nonprofits craft
stories that get noticed, build community and drive business. He has
managed communications programs for charities across North America and in
Australia, and generated millions of dollars in earned media for
clients. Jackson is also contributing editor of Ragan's PR Daily, the
largest trade publication in the communications industry.
For more information, 514
227 3505, email him,
www.jacksonwightman.com, http://www.linkedin.com/in/jacksonwightman; Twitter @jaxx09.