There’s a few reasons why your blog posts might not be contributing to your organisations aims and objectives.
One problem might be that although people are finding your posts, they’re not hanging around to read them. Use web analytics tools to look for a healthy average time on page, and a low bounce and exit rate.
If people are sticking around to read, that’s great, but why aren’t they turning into supporters, volunteers or donors? The usual problem is that you aren’t asking them to! By ending each post with a clear call to action that’s easy to do there and then online, you can convert readers into results.
The last, and most difficult issue to figure out is that your audience might just not be right. Are you sure the content you’re writing is going to reach supporters of your cause, and not those who are indifferent or even against it?
Clues of this are a high bounce rate, and a high percentage of traffic from unrelated websites or from search terms that contain phrases that don’t really line up with what you stand for. For example, if you’re writing for a Vegan charity about battery farming to make burgers, you don’t really want the summer BBQ crowd stumbling on your blog from Google on the hunt for beef burger recipes!