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!

A lot of time, energy and money is spent each year by organizations striving to strengthen their internal teams and therefore improve their performance. But is there such a thing as too much love?

Sadly, yes! Although it's been a few decades since Irving Janis first coined the groupthink concept,and it is one of many communication theories, there is still much to be learned from the essence of his original concept. It goes something like this: groupthink occurs when highly cohesive groups are pressured to make important or quality decisions; they desire unanimity above all and therefore do not consider alternatives, leading to faulty decision making.

Now, this is not to say you should be worried if you have a highly functioning group of team players who understand and are committed to your vision. Celebrate it! But you might want to watch for signs of groupthink and adjust your planning approaches accordingly.

Why does this matter? Because failing to examine alternatives or offering constructive criticisms, or not thoroughly gathering information means you are not getting the whole picture. And you might be missing out on the great ideas which often happen when obstacles become opportunities. Classic signs of groupthink are a feeling of invulnerability or superiority and the ability to rationalize poor decisions. Members hold back their thoughts in fear of upsetting the group. It's like peer pressure in reverse!

Here are some updated suggestions for combating groupthink in your organization:

• Ask each team member to critique suggestions and provide objections and doubts.
• Avoid expressing your opinion when assigning a task to a group.
• Assign several independent groups the task of working on the same problem.
• Use an independent peer review, a panel of objective experts to review your proposed plan.
• Appoint a devil's advocate whose job is to deconstruct and shoot holes in your plan.
• Divide into groups and discuss differences; report back to the larger group.
• Use the services of a professional facilitator.
• Hire outside help to guide your planning.
• And my personal favourite, have a "last chance" meeting to offer one final opportunity to choose another course of action.

This week's issue of Carnival for Nonprofit Consultants is guest hosted by Harold Jarche in Atlantic Canada. Do you have favourite, all-Canadian sites you visit? Share here.

Canadian Press Style Guide is the definitive source for writing and editing in the Canadian style. It is the guide used by journalists and public relations professionals. English majors be warned: CP style sometimes differs from the style you were taught; however this is the standard for media and business writing today. Canadian Press also publishes a Caps and Spelling guide that includes accepted spelling, abbreviations and how to use punctuation, capitalization etc. I highly recommend both for anyone who does a lot of writing, especially if you are writing publicity material. You can pick up copies at better book stores or order from them online. If you're interested in receiving my own cheat sheet of commonly mispelled words email me.

I have always thought of September as the real New Year. Whether a carryover from school days or the change of season, this time of year is when I feel the most energized and ready to start projects or learn new skills.

In this spirit I am excited to launch this forum as a place to share ideas and pass along information that I hope will be helpful to you. Visit often and join in the fun. Here's some food for thought to get you back in the groove this fall:

• Get in touch with your inner student. Schedule a self-study date, and take advantage of the array of free resources and information that is a click away. Or better yet hit your local Tim Horton's or Starbucks and do it with a friend!
• For many non-profit organizations, as well as our friends in the private sector, fall is also a time that projects or initiatives that were put on the back burner in our glorious summer get moved to the front and turned up high. Regular meetings and activities resume, new board members and volunteers are oriented and we busily prepare to make as much progress as we can before early December when holidays start again. The best way is to have a clear path with milestones that you can measure. But the best laid plan will not work if your team is not on the same page. When was the last time you read your orientation manuals, terms of reference and job descriptions from beginning to end? And how clear is your workplan? Success can't be measured without a baseline.
• Learn from other sectors. The reason best practises in business are followed is because they work. Are you implementing a shift in your culture? Acquisitions, reorganizations and rebranding cause this need in business all the time. Browse business sites and the business section of your local bookstore to see what you can adapt for your own organization.
• Make this the 'year' you get involved with that professional organization you a) belong to but whose functions you have never attended or b) you've thought about with good intention. Members will welcome you, and will support you. My local chapter of the Association of Fundraising Professionals has a blockbuster lineup over the next year including direct mail guru Mal Warwick, planned giving statesman Frank Minton and donor relations and communications experts Simone Joyaux, Tom Ahern and Penelope Burke. While you're browsing check out their sites; many offer free or reasonably priced resources you can access directly.

I'd love to hear what you're doing to get ready for the new New Year.