Brandraising: Blogging for Dollars
The Nature Conservancy benefits from the Cool Green Science blog in several ways: first, by creating a place that's mission-relevant and multidimensional, and by not having to produce all of this content in-house. As much as I like this site, particularly the thought-leadership position it helps Nature Conservancy convey, there's no obvious fundraising here. Cool Green Science fans can follow the blog on Twitter, fan the Nature Conservancy on Facebook, subscribe to the e-news … but if I want to make a donation, I have to visit the organization's primary Web site, nature.org, which seems like a lost opportunity. (But can we take a moment to note that great URL — nature.org? Is your organization's URL as clear, simple and mission-connected as that?)
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).