There's been plenty in the trade press lately about how the public trust blogs more than corporate marketing. I guess it's because blogs come from real people, not Communications Departments.

Charities wanting to really inspire their donors (and prospective donors) should take them very seriously. And if you want an insight into why, check out how our newest client, Médecins sans Frontières, is using them.

Canadian doctor, James Maskalyk, is working for MSF in Abyei, Sudan. He is writing a blog about his experiences. It's truly inspirational stuff; particularly because it comes directly from him in real time, not in a sanitised quarterly charity newsletter. He shares his doubts, his fears, his hopes and his triumphs. He happens to write beautifully, but it doesn't matter when he leaves uncorrected typos or uses poor grammar. Because it's real.

Read this entry and you’ll see what I mean.

And then read the public's comments. They brought tears to my eyes.

Here's what one donor wrote: "I have been a monthly donor to MSF for some time. On Tuesday, I will ramp up by contribution, because I have a house, a job, a healthy beautiful sometimes-maddening daughter, a garden, rain, food --- and hope. I wish I could give those things to the mother whose baby you tried to save. I cannot, so I will do what I can."

Blogs are not a 'latest fad'. They’re one of the most powerful fundraising tools I have ever seen.

In previous posts, I've talked about the need for charities to offer something tangible to donors. This is a different kind of tangibility - one which puts donors directly in touch with the work they're supporting.

Steve Andrews