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PORTLAND, Ore. – After just a year in regular operation, Cross Blog (www.oregonredcross.org/blog) – published by the Oregon Trail Chapter of the American Red Cross – has been recognized by The NonProfit Times as one of the six hottest non-profit websites for 2009.
The business publication worked with Portland’s Non-Profit Technology Network (NTEN) to make the selections. Of Cross Blog, NTEN executive director Holly Ross said, “It really shows that smaller organizations can provide meaningful, good content for their communities, without a lot of fancy stuff."
The chapter’s blog has grown steadily in popularity over the last year, becoming a favorite of local and national journalists, bloggers and Red Cross fans around the country. Notable qualities include a team of writers that provide a variety of voices; frequent posts – about three to five per day – to keep things fresh; and interactive features, including polls, video and slideshows. Topics covered include safety and preparedness; local, national and international disaster relief; blood donation; and volunteerism…often presented with a slightly irreverent tone, heavily influenced by pop culture.
"Our goal has been to help transform the image of the Red Cross from an organization seen as conservative, staid and 125 years old, to one recognized as young, edgy and attractive to a new generation of volunteers and donors,” said Lise Harwin, communications director for the Oregon Trail Chapter. “We hope the writing on our blog reflects honesty and humor, helping readers feel like they’re connecting with real people, not a faceless organization.”
While the recognition from The NonProfit Times might be Cross Blog’s first national honor, it is not the blog’s first award. Cross Blog has already taken home prizes from the Oregon Columbia International Association of Business Communicators (OCIABC) and the Portland Metro chapter of the Public Relations Society of America (PRSA). It was also recognized as the Red Cross Public Affairs Item of the Year in 2008.
“From Blog-Off 2008 where we challenged the Portland Water Bureau – and won – to the top three reasons why giving blood is sexy, we try our best to provide readers with truly original content,” said Harwin. “Recognition from The NonProfit Times lets us know we’re doing the right thing…and we’re lucky to be having a great time as well!”
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In Oregon, the American Red Cross shelters, feeds and counsels victims of disaster every 12 hours; provides 97 percent of Oregon's blood supply; teaches thousands of Oregonians lifesaving skills; provides transportation to seniors and the disabled; and supports military members and their families. The Red Cross is a charitable organization – not a government agency – and depends on volunteers and the generosity of the American public to perform its humanitarian mission. For more information, please visit www.oregonredcross.org or join the conversation on our award-winning blog at www.oregonredcross.org/blog.
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