It’s easy to forget about why you started blogging in the first place or exactly how your organization is supposed to maintain a blog. Using the examples set forth by the King Arthur Flour company, this guide features tips for keeping your non-profit’s blog interesting, focused and up-to-date.
- Foster enthusiasm.
Bakers’ Banter, the blog at King Arthur Flour, is a fantastic PR tool because it combines the voices of people who love KA and love to bake.If you have a pair of employees or volunteers who will happily talk about your non-profit, you’ve found your bloggers. You’re looking for conversationalists, people who are excited about what you do and want to share that excitement with the world. You don’t need to hire someone for this, instead you need to find those evangelists who already exist within your organization. And make sure you find more than one, it spreads out the pressure to blog and gives readers a variety of voices.
At King Arthur Flour, the bloggers aren’t just writers:
- Jeffrey Hamelman, an accomplished bread maker (one of the top in the United States), is the Bakery Director.
- PJ Hamel edits The Baker’s Catalogue and writes recipes
- Susan Reid was an ad writer, then an executive chef, now she teaches at the Baking Center and develops and tests recipes.
- Tom Payne is the King Arthur Director of Marketing, a natural fit as a blog contributor.
- Use excellent punctuation and grammar
Your blog is a communication device, just like a press release, but more powerful because it allows for conversation. You wouldn’t allow typos in a press release, so don’t allow them on your blog. The beauty of blogging? If you do make a mistake, you’ve got a content management system that will let you fix it right away, no matter who wrote the post.When Susan Reid provided a recipe for Harvey Wallbanger cake featuring 14 cups of vodka rather than 1/4 of a cup of vodka, the bloggers were alerted to this typo by a reader and corrected it with humor and grace:
- Start and Continue Conversations
Blogs have built-in commenting systems for a reason. The same goes for those easily installed contact forms. Those tools are a way for your customers, donors and friends to show that they’re interested in what you’re doing. Your readers will also tell you what they want from you blog, giving you an opportunity to harvest future post ideas, just like Susan Reid does in The French Toast Connection - Post Pictures
Almost every post from the test kitchen includes photos of exasperatingly delicious baked goods or culinary confusion. After all, can you resist clicking through to read about the Pork-N-Beans Cake?
- Provide Resources
Your readers want something from you, be it information or entertainment. Can your organization provide them with what they need? A post on mud season and shallow frying points us to a recipe for doughnut holes on the non-blog portion of the King Arthur web site. The blog reminds us that King Arthur has resources for new and experienced bakers. Use your organizations’ blog to point out the upcoming events, activities and fundraisers your readers want to know about. - Have fun
If you’re to hard on yourself about blogging you’ll suck the enjoyment right out of the process. Yes, it takes dedication, but it also takes lightheartedness. Posts like Top Ten Kitchen Disasters to Avoid are a way to show personality and connect with casual readers. As human beings, we aren’t serious all of the time, our blogs shouldn’t be either.
Unconvinced about whether or not you should have a blog? Take a look at 10 Ways Non-Profits Can Use Blogs on Netsquared.
103 Comments
Abi, thanks so much for the great piece on our blog. We started it in December, but just began taking comments a few weeks ago. What a wonderful way to develop dialog with readers, to make those connections that are so important to building community. I love the informal voice the blog promotes, the one-on-one, “let me tell you about this great bread I made” relationship. – PJ Hamel, King Arthur Flour
P.S. Love heateatreview.com. Just because I bake doesn’t mean I don’t also resort to Healthy Choice, Lean Cuisine, and Smart Ones…. whatever’s under $2/package at the supermarket that week. Yeah, call me cheap….
PJ, Thanks for the compliment. As person very new to baking I enjoy reading the King Arthur Flour blog and was happy to see that you’d opened the comments section on the site.
It takes work to moderate comments, but it is well worth it for the near-instant feedback you get on posts. If you ever find them overwhelming you can always allow comments only on the current (or last three) entries.
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