Blogging is a good investment

Unlike many nonprofits, businesses (at least the ones that stick around) are careful about how they spend money. So of course, they're asking whether or not it's worth is to have blogs. Worth it in the sense that a blog generates return on investment.

Forrester has done a study on just that: New ROI of blogging report from Forrester.

(The full study, available here, will cost you $379.)

Here's what the study finds: A blog generates specific benefits, each of which can be assigned a measurable value:

Blog traffic

Press mentions

Search engine positioning

Word of mouth

Savings on customer insight

Reduced impact from negative user-generated content

Increased sales efficiency

Then you figure the cost of starting up a blog, which the study happily says is "under $100,000." (!)

And guess what: You generally end up with a favorable return on your investment. Would the same hold true for a nonprofit. Maybe. But thinking about it this way will answer a lot of your questions about the value of a blog.

Technorati Tags: fundraising, nptech, blogging

Comments

[Kate]

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Kate

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