If you have a blog, don’t give up on it

Here’s why your nonprofit should probably not launch a blog: 80% of corporate blogs contain fewer than five posts. They start them, then abandon them before they’ve really started. It’s understandable: New blogs don’t get much traffic. It feels like you’re talking to nobody in an empty room. (Trust me, I know.)

Do not do that! It’s a complete waste of time. Worse, it’s like having a huge banner on your website that proclaims, We don’t have anything to say!

On the other hand, a living blog that’s well-targeted at your audience can be a great source of traffic and engagement.

How do you keep a blog going even when it’s discouraging? The Hubspot Marketing Blog has some info that might help you stay on task, at Why Bloggers Abandon Their Blogs Too Early.

Here’s the thing: Any time you post to a blog, that post gets a flurry of traffic on the two or three days after you post. Then it drops away to nearly nothing. You feel like it’s dead.

But it’s not dead:

… a slight shift in perspective from daily traffic to cumulative traffic can reframe the decision entirely.

Bloggers who consistently publish “evergreen” content … are likely to find that, over time, traffic sourced by search will eclipse the first-day spike.

The more posts you publish, the more you capture searchers who are looking for exactly what you have to offer! Those are the people most likely to donate or otherwise engage with your organization.

So think about your blog posts’ “long tails” — and stick with the blog.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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