Most people have a book or story that had an impact on their childhood. For some people, it was the quiet illustrations in The Giving Tree. For other people, it was the adventure in Where the Wild Things Are, while others preferred the antics in Charlie and the Chocolate Factory. Whatever books affected you most, it’s likely you remember the stories today.
As human beings, we are naturally drawn to stories and narratives. Frank Rose, in his article “The Art of Immersion: Why We Tell Stories” writes, “Stories are recognizable patterns, and in those patterns we find meaning. We use stories to make sense of our world and to share that understanding with others. They are the signal within the noise.” Narratives help us to connect with others and be part of a shared history, while simultaneously reaffirming or challenging our perceptions.
We’ve talked before about how you can use storytelling to advance your mission, but we wanted to take the time to focus on a specific way you can communicate your story to your supporters: a blog.
Even if you have an awesome social media plan in place, having a blog is a great way to give an in-depth look at what your organization does. It’s the place to showcase your volunteers, acknowledge donors, and highlight events and projects. However, many organizations either don’t have a blog at all, or it exists and it’s rarely updated. If you fall into either of these categories, it may be time to re-evaluate your strategy, and start taking advantage of the opportunities blogging provides.
Not convinced?
The biggest objections to blogging are “but I’m not a writer,” or “I just don’t have time to manage a blog.” Good news. Even people who don’t consider themselves writers can become great bloggers! If the thought of writing makes you nervous, try researching the other blogs in your field. See what style they use— the more examples you can find, the easier it will be to figure out your own style. If you’re still unsure, you can create shorter posts with more images to cut down on the amount of text you’ll need to write.
If you think you don’t have time to blog, most blogging platforms include a post scheduler. With this tool, you can put together multiple posts when you have downtime, and set them to post on a schedule. That way, you won’t have to worry about creating a new post every week, and you’ll have a few ideas stockpiled for busy times.
If you’re still not sure whether a blog is the right solution for your organization, we’ve come up with a few compelling reasons why having a blog is a great idea:
Science says so
Our brains are positively affected when we hear or read stories. Studies have shown that our brains become more active— not only our language processing centers, but also the parts of our brains that would be engaged if we were actually experiencing the events of the story. For example, if hearing a story about a delicious meal, our sensory cortex will activate.
There’s also evidence that becoming immersed in a story can cause a person to be more empathetic toward others, particularly those perceived as “outsiders.” If you can create a true connection between your organization and your readers, they’ll likely be empathetic toward those you help, and will be more likely to want to invest in your mission long-term.
It’s a great way to reach people
Your blog isn’t just a place for you to record events and fundraisers, it’s also a way to increase your organization’s visibility. You can send relevant blog posts to donors, share posts on social media, and use posts in emails. In addition, updating often with interesting, relevant content can drive more traffic to your website, and you’ll be able to build a base of supporters who regularly check your blog for updates.
However, having a blog is more than just a marketing tool— it’s also a way to build community. Your blog can help introduce you to groups that are passionate about the same causes as you, and you’ll be able to make connections with new supporters, not only locally, but also globally.
Share your story
Perhaps the most important (and probably most obvious) reason for having a blog is to use stories to share what your organization is doing in your community. Say your organization helps arts and education by providing art supplies to children in need. A blog is a fantastic place to showcase their projects. If your organization helps abandoned cats or dogs, a blog post is the perfect way to share rescue and adoption stories. You may also decide to use your blog to highlight volunteers or donors, by showing how their contributions have positively affected your organization.
A blog is also a way to humanize your nonprofit. When readers can see how you are actively making a difference in the world, it paints an authentic picture of your cause and the people involved. As a result, those readers are able to connect much better with your stories than if you’d been a faceless organization.
Create lasting connections
In 1944, a study was done at a Massachusetts college where 34 students were shown a short film and then were asked to describe it. In the film, two triangles and a circle moved across the screen, while a rectangle sat stationary. With the exception of one student, every participant came up with an elaborate narrative to describe what the film was about.
As the study showed, humans are wired for storytelling. From relating funny experiences to describing movie plots, the way we connect to people is through stories. Just as the stories you read when you were young can stay with you for a lifetime, the stories you tell on your blog can remain with your readers long after they leave the page. By harnessing the power of storytelling through a blog, you’ll be able to involve your supporters in the story of your organization, and help them feel as excited about your organization as you are.
Want to start a blog, but not sure where to begin? We can help! If you need a blog created, or tips on how to be a better and more efficient blogger, let us know. We’re always here to offer advice and create solutions. Get in touch with our team!