Brandraising: Blogging for Dollars
The good news is this channel is wide open and ready for fresh approaches. One great example of nonprofit blogging innovation is Cool Green Science: The Conservation Blog of the Nature Conservancy (blog.nature.org), which takes a team approach to blogging. Instead of one person having all the fun, the organization serves up content from scientists and experts who write about timely conservation issues. There's a lot of substance, and many voices participate in a vibrant community. (One caveat: Multiple bloggers means someone to manage and coordinate them, too, which is, perhaps, a downside of this approach.)
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
