Business and Blogging

How One Non-Profit Organization Uses Blogging

by Laura Spencer on January 28th, 2008

(businessandblogging.com) Last week Liz asked the question, How Many Non-Profits Blog?

During the past week I’ve had the opportunity to discuss blogging with a member of a non-profit organization that is very much committed to blogs and to social media. That member has agreed to share their insights with Business and Blogging readers through an interview.

I’d like you to meet Wendy Harmon, New Media Integrator for the Red Cross. Before I get to the interview questions, I want to share some of the blogging and social media strides that Wendy’s team has already made for the Red Cross in just a little over a year:

• A preliminary version of a Red Cross blog (hopefully, soon to become the official blog of the Red Cross)
• The creation of a Word Press blog chronicling specific disasters
• A Red Cross presence on Twitter
• A Flickr group
• A YouTube Channel

Now, let’s hear from Wendy. Here’s the interview:

I think it’s exciting your actual title is “New Media Integrator.” Do you think your position is unique among nonprofits? Why or why not?

I feel quite lucky to have the job, and I have great respect for the Red Cross’s vision as an early adopter. When I was hired a little over a year ago, I think it was very unique. Now, although the titles vary (I’ve noticed “Community Manager” is becoming increasingly popular), more nonprofits are adopting social media strategies to engage with their stakeholders. Easter Seals, Humane Society, National Wildlife Federation, Nature Conservancy, Oxfam, and others have positions very similar to mine. It makes sense for nonprofits of all sizes because once you have a level of adoption and familiarity with the tools, the opportunities to engage are cost-effective, efficient, easy, and leave a big footprint.

What type of training did you need for your position?

I have needed a healthy dose of listening skills, writing skills, judgment, community building skills, and passion for both the mission and social media. The beauty of these tools is that they’re super easy to use (and mostly free). The tough part is creating a clear and authentic strategy that complements the Red Cross mission. For continuing education, I make sure to follow the thought leaders daily so I know the latest developments and opportunities for nonprofits to use social media. Thank goodness for RSS!

If you can, tell us a little bit about your future plans for the Red Cross in terms of social media and blogging?

We will continue to engage with the 200+ bloggers, photo sharers, video sharers, and Twitterers who care enough to mention us every day. We will continue to converse with social networking groups who are supporters of the Red Cross. We will continue to explore ways social media can make our lines of service (disaster response, blood, health and safety, international, and service to the armed forces) more efficient and engaging. As for creating our own content, in addition to Red Cross Chat, many chapters are starting blogs for their local communities. We just launched a “Good News Blog,” and the National Youth Council is up and running with their own blog. I’d like to see us aggregate and integrate this content with some of the more traditional communications from the organization.

What is the biggest benefit that blogging can offer to a nonprofit?

If done right, blogging can bring you into alignment with your stakeholders because you’re using an honest, transparent, and spin-free voice to tell your side of the story (especially if there’s been a misunderstanding). Hopefully, this translates into your ability to build a loyal base of supporters.

What one piece of advice would you give to a nonprofit that wanted to start a blog?

Listen before you talk.

Is there anything else you would like to tell the readers?I couldn’t say it better than American Idol’s Randy Jackson: don’t be pitchy. Have fun and connect with people as you would your friends and neighbors.

Personally, I find it exciting that non-profits are jumping into blogging. I have to wonder: are the non-profits ahead of for profit businesses?

Thank-you, Wendy, for sharing what it’s like to be a blogger for one of the largest nonprofit organizations.

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POSTED IN: Non-profits, Social Media, Social Networking