In the past few months I have had various organizations and people ask me to post about their work. Being approached to support a cause or organization is flattering and in general I’m happy to write about an issue or cause I support. However, I have noticed some small and not so small mistakes people make when approaching a blogger. Keep these tips in mind when reaching out:
Take time building your list: If you are already involved in social media or know someone who is, ask them for recommendations first so that you can establish a personal connection with bloggers you want to work with. If you search for bloggers, be sure to learn about them and what they write about and don’t be afraid to reach out to smaller/niche bloggers. You’ll increase the diversity of people reading about your work and will more likely get a yes than if you approached a “top 10” blogger. Here are some places to get started:
Brazen Careerist Bloggers Under 30 in the Nonprofit Sector
Rosetta Thurman’s List of Nonprofit and Philanthropy Blogs by People of Color
Beth Kanter’s List of Nonprofit Blogs
Chronicle of Philanthropy’s Give and Take
Be clear on your purpose: Why do you want to use bloggers? The reason why this is important to ask yourself is because a. it will help you figure out if reaching out to bloggers is a good approach in the first place and b. it will help you figure out what specifically you want to see happen as a result of blogging. Sharing this information with bloggers will help them figure out what kind of piece to write. Make sure to share your goals and all of the necessary details—who are you? What are you doing? Why is it important? How can bloggers help? Why should bloggers help?
Why me?: There is an active public service/nonprofit/social do gooder network in the blogosphere. Why are you approaching me? Reference a post I wrote that demonstrates a mutual interest and provide feedback. Read the about me to make your email more personal. Highlight something about my work that makes you think I would be a good person to work with. Be sure to also point out why you think my readers would like to know about you.
Don’t do drive-by drop offs: This is not just another place for a press release; come back and engage. I’m more likely to talk about your work in the future, without you asking me to do so, if we continue to have a relationship. Comment on my blog posts, start a facebook or ning group for bloggers you work with regularly for easy communication, ask for input on future blogging endeavors or for new ideas on using blogs to further your mission.
Ask for recommendations: Bloggers know about other bloggers who can work with you as well as organizations and resources that may be useful. Don’t be afraid to ask for suggestions on how to move forward.
Don’t get my name wrong: Seriously. This has happened WAY too many times. I’m not talking about misspellings. I’m talking about thinking you were sending an email to someone else. Taking the time to make sure your correspondence is free of gross mistakes is both professional and a sign of respect.
As a nonprofiteer, I understand that time and funds are often tight and you try to make the most economical decisions in a short amount of time. However, I also know that what sustains us—financially and otherwise—are the relationships we build. When it comes to blogging, building a relationship with bloggers should be a priority.
What would you add? What approaches have been successful or not so successful? What have your experiences been?
