We very recently took a look at what is and is not getting read on the NetSquared blogs and figured that the information we came upon will be as useful to your content development strategy as it will be to ours.
Here are a few things that jumped right out at us (the bold is straight from the report, followed immediately by my commentary):
Titles appear to be important [with regard to getting people reading]. Especially popular are titles that feature the words "nonprofit", "funding", and "challenge." The fact that titles are important with regard to getting people to look at a post is old news. What is interesting about this finding is that we realize that people come to our site so that they can learn about what we suggest we espouse - information on running a successful and beneficial online presence. Herein, entries most relevant to the reasons people come to the blog are most valuable to the reader.
Interviews are not visited as frequently as tools and applications posts. While the insights, wisdom, and knowledge that comes with a great interview are all very important, NetSquared readers appear to be most-interested in a straight-forward how-to approach. Or to put it another way, straight from the report: "Blogs that seek to engage rather than simply inform are not as popular including polls, surveys asking for suggestions and/or input."
Blogs about specific use of tools and applications are visited frequently over the span of many months including (skype, twitter, Drupal etc). Not only are how-to posts popular, they continue to be popular and continue to have appeal as they are bookmarked, shared, and referenced by those in need of the information that they provide.
NpTech Update (Beth Kanter) are visited popular with users. For all of her knowledge and successes with online organization and fundraising, Beth Kanter is very popular. Get her to write a post for your blog and a lot of people will read it. Kidding, of course. Sort of. What this shows is that it doesn't hurt to have a tried, tested, and true authority on the topic you're covering making appearances here and there, sharing their methods and tips on your blog.
Blogs posted by users generate a great deal of interest equal to that of contracted bloggers(although not posted as frequent). If you give you readers/community members an opportunity to post, other readers and community members will read it. On a somewhat regular basis, I visit Maine Today's business blogs, which feature a handful of featured posters, but also reader submissions and for the most part, I read almost every post indiscriminately. Of course, referring to the previously mentioned findings, I might refer back to the experts/advice more often, I do enjoy reading the voice of the reader. Also, give your readers a voice and they will tell their friends and bring more people to the table.
If you're blogging on behalf of your non-profit, be sure you're offering an invaluable tool by sharing helpful knowledge (like this post) with your readers so that they keep coming back. Don't forget to give them a voice. Finally, make sure Beth Kanter, or another Internet celebrity, can grace the red carpet of your blog here and there.