I can haz blog post?

April 23, 2009 4:34 PM

What's the best way to ask bloggers to promote a nonprofit fundraising event?

I'm working on the promotion of a nonprofit fundraising event and I'd like to ask local NYC bloggers to post about it. It's different from these two questions in that we really cannot afford to offer anything in return - we'd like folks to let people know about it because they care about the topic.

I have done the background research making sure we are approaching bloggers who write about similar topics and whose audiences might be interested in supporting our cause. I am now looking for your input as to the best way to frame the letter, what we should and shouldn't expect in terms of their response, and any ideas on how to best thank them.

Anyone have experience in promoting nonprofit events on your blogs?

Thank you!

posted by anthropoid to media & arts (14 comments total)

Don't directly ask them to post about it. Just send along some information in a casual e-mail - saying "I thought you might be interested in x event". If they want to post, they will.
posted by downing street memo at 4:37 PM on April 23 [1 favorite has favorites]

A lot of places are actively seeking tips, the site I run is, at least. So keep an eye out for "tips" or news@ e-mail addresses, etc.
posted by TimeDoctor at 4:57 PM on April 23

- Don't make it sound like you're pimping too hard.

- Keep it short, but make sure you say what the charity is and who it benefits and why it's fantastic.

- Keep in mind that many sites will quote your message verbatim. Get the spelling and grammar right and make sure it's written in a way that you'd want thousands of people to read.

- Could you add them to a blogroll on your site, or otherwise reciprocally link if they post about it? As far as I'm concerned you're a charity, no reason to bribe me to post. In fact I'd be less likely to post if someone was trying to buy me off.
posted by Ookseer at 5:23 PM on April 23

Don't directly ask them to post about it. Just send along some information in a casual e-mail - saying "I thought you might be interested in x event". If they want to post, they will.

Won't they view this as spam?
posted by thermonuclear.jive.turkey at 5:23 PM on April 23

I don't think you need to offer anything -- if it's appropriate for their blog, they'll post it.

I do agree the approach needs to be "I likle your blog. I see you post a lot about X. I'm involved with something related to X and thought you'd be interested in it." And be as specific as you can -- not in a fake way, but in a way that shows why you think this blog would be a good fit for what you're talking about.

Do not put them on a mailing list without asking (not that you would, of course). Don't bug them if they don't respond. Most smaller bloggers are always happy for content tips (I know I am) so if it's something that's a good match and you're kindly and personal about it, people should be pretty receptive.
posted by darksong at 5:30 PM on April 23

As a blogger, if something is for a good cause and if someone writes ME an e-mail (not copies me on a press release) I'm likely to publish it. The good cause has to be something recognized, no "bob needs his truck repaired", and again the more the person shows a familiarity with me, my site, my work, the more likely I am to respond...

But I do get a TON of the "press release" type of e-mails that start "I thought you might be interested in this". And they 100% go into my trash.
posted by arniec at 5:53 PM on April 23

This is all very helpful information. I was going to write emails to each individual blogger, so that's good. Any more opinions on whether or not I should directly ask them to write about our event?

"Thought this might of interest to you because you write about X."
vs.
"I see that you write about X, would you mind posting some information about our event?"

My initial thought was to ask them fairly directly.
posted by anthropoid at 6:15 PM on April 23

Me again. I prefer the direct route. Don't beat around the bush. Say "Hey, this is a good cause, one I really believe in, and we would greatly appreciate any help you can give spreading the word" (or something to that effect).
posted by arniec at 7:17 PM on April 23

I agree with direct route. I think asking them to publicize it is okay. With any request like this it might be good (if it isn't frightfully obvious) to make the connection for them (e.g. your blog is about kittens, the event I'd like your help promoting will benefit spay/neuter for feral cats). Also, do you have free tickets to the event or a guest list that you could offer to put the blogger and guest on?
posted by fieldtrip at 7:49 PM on April 23

This was all very helpful information and I appreciate your help! Short, sweet, relevant, direct. Let's see how it goes!
posted by anthropoid at 8:48 PM on April 23

Invite them to the event. Send them invitations if you can in advance especially if they are local. Make them feel welcome and have your executive director call out the "Bloggers" for their interest in your cause during the final speech of the evening.
posted by parmanparman at 9:23 PM on April 23

As a blogger myself, I dislike it when people directly ask me to post something. As the first commenter said, if I want to post on something, I will. I do always appreciate good content tips, though. Of course, I'm a sample size of just one, though other bloggers I've discussed this with usually tend to dislike the direct ask. But you've gotten a lot of good advice here, especially from darksong.

Just please don't be discouraged if you don't get a big response - "cold emailing" can be very difficult. But even if you don't get a lot of bites this time around, developing relationships with bloggers who write about the kind of stuff you work on is key for the future.
posted by DavidNYC at 11:54 PM on April 23

This is one of those AskMes where I want to mark every answer as best since everyone was very helpful. I marked best those answers from which I directly took advice. Thanks again for your help!
posted by anthropoid at 12:00 AM on April 24

This is a bit longer-term, but consider starting a blog for your nonprofit. Participate in discussions at blogs you think are related to what you do. Write on your blog about the (presumably) awesome things your organization is doing. Build a relationship that way. Then, when you have something to promote, you already have a real network of bloggers ready to pick up your cause.

I wrote a blog on nonprofits for several years, and I never posted an announcement from any organization that contacted me cold. I did, however, frequently talk about organizations I got to know through blogging and through their people coming by and engaging in conversation. For the ones I thought rocked, they didn't even have to ask...when I got wind of a worthwhile event, even by word of mouth or rumor, I'd write up something, ask them to look at it to make sure it was factual, and post it.

Bottom line: if people are already interested in what *you* have to say and think your organization has teh awesome, they'll likely be way more willing to turn over a blog post to you.
posted by bloggerwench at 11:56 AM on April 24