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.