|Mone included this photo|
of her son, Harry, and his
Her post is a great example of a post that makes a nonprofit blog worth reading. It's not a pro forma announcement, nor a rambling 5,000-word feature. But its four paragraphs are packed with factors that take it to the next level, because it:
- Shares her many personal perspectives to connect with readers: Sure, she's the director of public affairs, but in this post, Mone writes from a swimmer's perspective about the form of the Olympians at the event--and about involving her son Harry in the swim competition, a way for her family to remember her mother and grandmother, who both died of cancer. Recreational swimmers, moms, daughters, sports fans all might find something here. As I like to say, if you don't have a personality in social media, you need to go out and get one. That's not a problem here, and it makes the post sing.
- Reflects the doubts and wonders of non-participants: One great way to inspire more participants is to describe, in real terms, what this type of competition looks and feels like. So Mone shares the chilly weather that Sunday morning, her moment of wanting to get out of the pool and quit, the speed and skill of the top swimmers. Those are all details that a non-participant and not-yet-donor might want to know about--the very kind of detail that rarely makes it into a calendar notice or standard news release, but might inspire someone to sign up or pledge a donation next time.
- Shares the motivations participants don't get to see: Mone takes the time to note that $400,000 was raised at this event, and takes the reader behind the scenes where the Olympians visited the pediatric cancer wards the day before the event. That adds the big picture, but also reinforces the success and meaning behind the event.