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
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Kate
sale by owner
Posted by: Kate | 13 October 2008 at 02:30