To help promote the boutique store in Montreal
that my wife and I opened in 2010, we launched a group blog
that brings together various members of the community.
After more than a year, it’s become a core piece of our content marketing.
The experience has made me realize that group blogging is a promising opportunity for nonprofits. Some, like USA for UNHCR, have already caught on; its Blue Key blog
is a textbook illustration of how nonprofits should run group blogs.
Your nonprofit, or nonprofit clients, should seriously consider this tactic. Here’s why:
1. A story from multiple perspectives.
Charities are in the business of benevolence, but that doesn’t mean they’re 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 they’re brought to light. A group blog featuring all segments of a community—your staff, the people you help, the donors, etc.—is a great way to tell the world about your organization and its mission. Most important, it prevents your story from becoming one-dimensional.
2. Content marketing—outsourced (kinda).
Nonprofits often gripe about how they lack the resources for effective content marketing. A group blog with regularly scheduled posts overcomes this problem, to some extent. By outsourcing the creation of content to passionate members of your community, you get material with low output. There will still need to be someone on your team who curates, edits, and promotes the content, but this needn’t be an onerous task.
3. Give a community a platform, and it comes together.
If you’re doing good deeds 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 powerful as a way to solidify relations, begin more business-centric discussions unobtrusively, and expand your following.
4. Group blogging is a great media-relations tactic.
Most notably (and I have seen this writ large), a group blog enables 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 media property, and you begin to build a relationship in which you can later go to them and ask for coverage.
A version of this story first appeared on Jackson Wightman's blog Proper Propaganda