Our Executive Director wants us to start writing all our nonprofit’s blog posts in her voice, and address them all to our donors. Do you think this is a good idea?
That’s the question Sarah asked when she attended my webinar on Blogging for Change, part of the course “Your Donor Engagement System” that Pamela Grow and I taught together.
Here’s how I answered her:
Sarah, you’ve actually asked two questions.
One: Should you write in one person’s voice?
Probably, yes. Your readers will feel like they’re getting to know the Executive Director personally, and that will certainly make them feel closer to the organization.
But note: They’ll only feel that way if the writing is actually personal. Just signing the blog with your ED’s name and saying “I” instead of “we” won’t make any difference. You’ll need to put some of your ED’s personality into it: write in her style, tell stories from her point of view. That will take practice.
So, tell your ED you will need to spend more time together on each blog entry if you’re truly going to write in her voice. As you get more practiced at it, you will be able to do more of it on your own–but take the time right now to get it right.
All this is assuming your ED is a good spokesperson for your organization…and that she is not planning on leaving any time soon!
Two: Should you write your blogs to your donors?
What’s the purpose of your blog? Have you made a strategic decision that you’re blogging to build stronger relationships with people who already support the organization? If so, I applaud you: nonprofits don’t spend enough time retaining the donors we already have!
But maybe your blog is supposed to serve a different purpose. Maybe you are trying to burnish your reputation with your funders (government agencies or foundations). Maybe your blog is a vehicle for sharing important information with your clients, or a megaphone for mobilizing advocates working on the same cause.Have you decided what your blog is for? Do that, and then it will become clear who your audience should be. Click To Tweet
How would you answer Sarah’s questions? What would you add?