Here's a discussion about corporate blogging. A lot of the material is directly translatable to the not-for-profit sphere.
http://www.corporateblogging.info/basics/why/
Follow the link for the whole article, but the top three tips are:
"Become the Expert
Position yourself and your company as the thought leader of your business.
"Customer Relationships
In a forum where your main objective not is to sell, you'll have a more personal relationship between you and your customers. Blogs are a fast way to join the customers' discussions, provide tips and insights or receive feedback.
"Media Relations
It's every PR-consultants dream to create a channel where media regularly check what you have to say, instead of media just being passive - sometimes indifferent - recipients of press releases."
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