A blog is a big deal these days.
Many organizations have jumped on the blogging bandwagon. And rightfully so. There are numerous ways a blog can help your nonprofit’s website, including:
- Driving targeted traffic
- Demonstrating your expertise
- Building trust with potential supporters
- Sharing your nonprofit’s impact
- Promoting social sharing
But the point of this post isn’t to convince you to start a blog. It’s to tell you, if you are starting a blog for your nonprofit, you need to incorporate it directly into your website.
The Unincorporated Approach
When you start blogging, it may be appealing to jump right in with a free tool. I’ve seen a lot of organizations turn to free tools like WordPress.com or Blogger to quickly get their blog up and running.
Now don’t get me wrong, these tools are good at what they do. You can easily and quickly get your blog rolling. But there’s one key point to keep in mind if you go this route:
If your blog is not within your website, you’re severely limiting the benefit it will have.
That’s because all of these free blogging services will allow you to create a blog with a URL along the lines of mynonprofit.blogspot.com. So even if you link to the blog from your own website, the blog itself exists as a part of the blogspot.com domain.
Any links you gather, any social shares you accrue, any traffic you drive will all be to the blogspot.com domain, not your own. Normally building links and social shares would have benefits to your search engine optimization, allowing you to rank better for various keyword phrases. Not in this case. Your efforts help to make blogspot.com more attractive to search engines, not your nonprofit’s website.
The Incorporated Approach
Instead, incorporate your blog directly into your nonprofit’s website. An incorporated blog will have a URL along the lines of mynonprofit.org/blog.
While, depending on your website setup, this approach may require a bit of coding knowledge, it’s worth it. By integrating your blog directly into your website, you’ll benefit from all those links you build and social shares you receive.
It’s also better for your website visitors. By keeping them within your website, you can provide them with a more seamless experience. Since you aren’t kicking them to a third-party website, your design and navigation will remain consistent, making it easier for them to get from page to page.
Blogs also have the potential to be a huge driver of traffic. By integrating your blog directly into your nonprofit’s website, you can help all of these visitors that land in your blog easily access info about your organization.
Using your blog strategically can help turn passive website visitors into active supporters of your organization. Blogging takes a lot of time. But by integrating your blog into your website, that time you pour in will reap rewards for your organization.
Have you gone through the process of starting a blog? I’d love to hear your experience in the comments below.