I will admit I'm just doing a little brainstorming here. Most of the blogging that I see connected with nonprofit organizations could be characterized as "staff meeting." It's inward-directed, not written as if people outside the organization had any reason to read it.
I'm going to propose that you approach blogging for your nonprofit cause as, basically, direct mail. And I always tell my clients to approach direct mail as a phone call to your best supporter. Tell her or him everything about what's important that's going on, what you're planning or thinking about planning for the organization -- and this is the way in which blogging is oh-so-superior to direct mail -- ask them what they think.
Don't just blah-blah at them, don't just ask, just ask them what they think and what they like about what you're doing. Run polls and surveys. Ask for feedback and suggestions. Make them partners!
About.com has a good article on how to blog as a nonprofit in a way that makes sense.
And send me YOUR ideas about how blogging can help increase and enhance support for your cause.
After all, this is a dialogue.
Happy New Year -- and may your funds increase exponentially!!
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