If you're looking for a way to engage your audiences, reach thousands of people, promote your vision in an interactive way, and do so quickly and inexpensively, the blog is an incredibly powerful communications tool. Non-profit organizations and individuals are beginning to use them for mission driven and philanthropic pursuits.

Sara Harley of The Barking Biscuit and three entrepreneurial friends in Ontario joined talent and forces to form the PAWS for Charity project to raise money for the Canadian Cancer Society. Their blog launched earlier this year complements promotions in their own businesses (check out the Pink Ribbon Chilly Dog Sweater from Chilly Dog shown here as an example). Like many who blog, Sara had no prior experience and underestimated the reach it would have. The last 100 visitors to the site were from North America, UK, Europe and as far away as the United Arab Emirates. The success of the blog prompted her to start one for her own business.

As more and more people link to their site, news of their efforts has spread. The project was recently highlighted in the grassroots Women Can Do Anything blog, another testament to using technology to unite people of common interests. The WCDA motto of Dream. Believe. Achieve. is a great motto for us all.

Let me confess, I hardly knew what a blog was until I discovered some I liked last year. Generally I avoid technology whenever possible. My VCR would blink 12 if I didn't have a more vigilant spouse. However I soon became convinced by others' experiences. Being a communicator, I am curious by nature, and also looking for new alternatives. If you're wondering what blogs can do and aren't sure of the advantages, consider these benefits:

• they can bring your organization's brand and mission to life in a more intimate and interactive way
• they allow the personality of the writer to shine through in a way your other materials can't
• they can be created and managed at low cost and don't require a lot of technical knowledge
• they are immediate - you can write and post your article in minutes
• they allow you to interact with readers, and your network grows exponentially
• they can be integrated with and complement your existing website or other materials
• they allow you to reach hundreds and thousands of people on an ongoing basis!

Interview with Red River College President Jeff Zabudsky

 Jeff Zabudsky started his own blog shortly after becoming president of Red River College in Winnipeg, Manitoba, Canada. As a former journalist, and president of a college known for its applied technology and communications programs, using the power of the web was a good fit for Jeff as well as the college. Jeff posted this week's blog, and conducted this interview while travelling on vacation. Here's what Jeff had to say:

What’s the biggest advantage to blogging?

One of the biggest advantages for me has been my use of the blog as a knowledge management tool. Once I post a story it is readily available online for me to go back to if I need a statistic, remember a name, etc. This has been tremendously useful for me when I need to write, for instance, a report to my Board of Governors about my activities or prepare other types of documents. Of course, the ability to access the blog from anywhere is also incredibly convenient.

What was your objective in starting the blog?

As a president, I have made it a priority to create as many opportunities to communicate with staff and students as possible. I thought the blog was just another great way to create a line of communication. Also, I think it's just a great way to celebrate success in our college and to commend people for their efforts.

What prior experience did you have in blogging?

I had no specific previous experience directly with blogging but my previous career was as a broadcast journalist and I was also involved with Web-based distance education so those two things made it natural for me to consider blogging.

What feedback have you had?

It now seems to be growing as more people find the blog. The feedback I have received from staff has been very positive. You'll notice the comments function on the blog has seen limited activity but there is some.

Do you track your traffic?

Yes, I do track traffic regularly. As you might expect, most of the hits come from the college - but I do receive visits from places throughout Manitoba and other parts of the world. I'm receiving about 50 unique visits a day. At one point my blog was listed in a President's who Blog story (see July 1, 2007 entry) and as a result my hits were in the hundreds per day for a few days from all over the world.

Do you promote your blog in your email signature, business cards etc.?

Yes, I promote the blog in my email signature and in my next printing of my business card I will include the link.

Would you recommend it to other educational institutions and non-profits?

I would definitely recommend it to others. You don't understand how powerful it can be until you start to use it. Others will discover opportunities in the blog that might be unique to their organization.

Are you inspired yet?

The possibilities are endless, and exciting. Here are some potential uses:

• communicating activity on a special initiative or project like a relocation, strategic plan or reorganization
• positioning a fundraising campaign chair and leadership in the community
• reporting on campaign progress and thanking your donors
• giving donors another opportunity to connect with you - invite them to post on what giving to your organization means to them
• noting achievements of your organization, staff, and volunteers
• supporting advocacy and government relations activities

If you read any great blogs let me know. Happy Labour Day!