Do you need stories, blog posts, or expert articles for your website? It can sound easy: pick a topic, get a co-worker on staff with the expertise to agree to write it, set a deadline, and check in on the content later. But if you’ve tried that approach, you know it’s not so simple.
For most nonprofit staff, urgent tasks take priority—and writing website content rarely feels urgent. That makes it easy to put off. It’s even harder if the people you’re asking to write aren’t in your department or don’t report to you. They may not share your priorities, and you may not have any formal authority over their work.
So what can you do? Maybe you can lighten the lift for them:
Can you create a first draft?
It’s much easier to react to something than to start from scratch. Could you draft a starting version to get the ball rolling? Or interview your colleague and use what they say to put together a piece for them to review? Many people are more comfortable hopping on a quick call than writing on their own. The resulting article doesn’t have to be in Q&A form—you can ghostwrite it from their perspective, or even write it in first person as if they authored it.
Can you repurpose content that’s already created?
Don’t forget to look at what already exists. An annual report, research brief, or program summary might include great stories or examples that could be adapted for the web. Starting from existing materials can save everyone time.
Can you hire someone to write a first draft?
If you have any budget at all, consider hiring a freelance writer. A professional journalist or technical writer can quickly get up to speed, interview staff, and create strong drafts. And you don’t need to spend a fortune—many skilled writers work at $40–$60 an hour.
Can you take a different approach to management?
If those tactics won’t work, maybe the solution lies in how you manage the process:
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Do your co-workers realistically have time? If someone’s already working 60 hours a week, it’s unlikely they’ll make time to write, even if they want to. If content deadlines keep getting missed, flag that to your boss or leadership. The organization either needs to free up staff time, budget for outside help, or adjust expectations.
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Can you be “transparent” about progress? Consider sharing a simple chart or spreadsheet that shows who’s on track and who isn’t. Public accountability—when used carefully—can motivate people to follow through. But make sure this fits your team’s culture. It won’t work in every environment.
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Can you create a content “working group”? Instead of going it alone, can you create a committee of the people who are responsible for content? They can plan topics together and meet periodically to check in. That way, accountability is shared across the group—not just on your shoulders.
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Are you updating your own boss? Make sure your leadership knows what’s going on. If things are falling behind, a weekly status email that repeats the same risks and challenges each week can be surprisingly effective. If you’ve done all you can, leadership needs to either help—or accept what’s not possible.
Being responsible for website content often feels like a never-ending push to get others to prioritize it. The tactics above can help. But also recognize that this work is hard. You’re often managing across departments, personalities, and shifting priorities. Sometimes, even with your best efforts, things just don’t come together.
If that happens, don’t see it as a personal failure. Organizational culture has a huge impact on whether staff make time for content. If you’re stuck, ask for more time or resources to create a solid first draft yourself. Sometimes that’s the spark that gets things moving.