LinkedIn can be a powerful platform for nonprofits to build their community, promote their mission, and raise awareness and funds. With over 560 million users worldwide, LinkedIn offers access to professionals and companies that can support your nonprofit’s goals.
To start a nonprofit LinkedIn presence, you’ll need to optimize your personal and company profiles, grow your network, engage your followers, and utilize LinkedIn’s nonprofit resources. Here are some tips to launch an impactful nonprofit LinkedIn strategy:
Set up your nonprofit’s LinkedIn Page
LinkedIn Pages allow organizations to establish an official presence similar to a Facebook Page. Start by creating a LinkedIn Page for your nonprofit using your website URL and logo. The page name should match your nonprofit’s official name.
Fill out the Page description, website links, contact info, and other details just as you would your personal profile. This helps LinkedIn members learn about your mission, events, career opportunities, and more.
Optimize your personal LinkedIn profile
As a nonprofit leader, your personal LinkedIn profile serves as the face of your organization. Craft an engaging profile summary that tells your nonprofit’s story and highlights your achievements.
Include keywords and phrases that describe your cause so your profile appears in relevant searches. For example, terms like “education,” “sustainability,” or “animal welfare” can help attract aligned members.
Publish posts and articles to establish yourself as a thought leader. Share insights, data, and stories related to your nonprofit’s cause.
Grow your network strategically
Expanding your network on LinkedIn is key for nonprofits relying on fundraising and volunteers. Connect with:
– Your board members, staff, loyal donors, and corporate partners.
– Local community leaders, philanthropists, foundations, and companies aligned with your mission.
– Influencers in your space who can help promote your work to new audiences.
Look for LinkedIn Groups related to nonprofit work, social impact, volunteering, or your specific cause. Join the conversations to connect with engaged members.
Engage your LinkedIn community
Post regular nonprofit updates, event announcements, donation campaigns, and other content to your Page feed. Share links, images, and videos to bring your story to life.
Respond to and like LinkedIn member comments on your Page to foster a conversation. Ask followers for input on discussion topics and respond to messages promptly.
Use LinkedIn Live video streaming and create LinkedIn events to engage supporters for important campaigns, fundraisers, and nonprofit happenings.
Leverage LinkedIn’s nonprofit resources
LinkedIn offers several free tools to support nonprofit organizations, including:
– LinkedIn Fundraising enables nonprofits to accept recurring or one-time donations directly through LinkedIn at no cost.
– LinkedIn Volunteer Marketplace allows nonprofits to recruit volunteers based on skills and interests.
– LinkedIn coaching helps nonprofits improve their LinkedIn presence through 30-minute phone sessions with LinkedIn representatives.
– LinkedIn’s nonprofit hashtag #nonprofit aims to connect the global social impact community.
How to Create a LinkedIn Company Page for Your Nonprofit
Here are step-by-step instructions on creating a LinkedIn Company Page for your nonprofit organization:
Step 1: Go to LinkedIn Create Page
– On LinkedIn’s homepage, click on the “Work” dropdown menu and select “Create a Page.” You can also go to www.linkedin.com/pages/create.
– Choose your preferred language then click “Get Started.”
Step 2: Select Nonprofit
– LinkedIn will ask what type of Page you want to create. Select “Nonprofit.”
Step 3: Enter Your Nonprofit’s Name
– Enter your nonprofit’s official name. This will become your Page’s URL.
– Make sure the name matches your website and other branding.
Step 4: Upload Nonprofit Logo
– Upload a high-quality version of your nonprofit logo.
– Optimal logo size is 400×400 pixels. Transparent backgrounds work best.
Step 5: Describe Your Nonprofit
– Write an engaging description of your nonprofit’s mission, values, history, and impact.
– Include keywords and phrases donors may search for.
– This is your chance to tell your nonprofit’s story and inspire visitors.
Step 6: Connect Your Website
– Enter your nonprofit’s website URL.
– This links your Page to your main website for more information.
Step 7: Fill Out Additional Details
– Enter your nonprofit’s founding year, size, industry, office locations, and contact information.
– Helps visitors understand your nonprofit’s scale and reach.
Step 8: Select a Unique Page URL
– Create a custom URL for your Page that’s easy to remember and share.
– For example: www.linkedin.com/company/nonprofitname.
Step 9: Upload a Cover Image
– Upload a cover image that represents your nonprofit’s cause and conveys your mission.
– 1584×396 pixels works best. Include any text or logos on the image itself.
Step 10: Agree to House Rules
– Read and agree to LinkedIn’s terms of service to publish your Page.
Step 11: Publish Your Nonprofit Page!
– Preview your nonprofit Page and click “Publish Page” when ready!
– Start engaging your LinkedIn community and visitors.
Tips for Optimizing Your Nonprofit’s LinkedIn Page
Here are some best practices for optimizing your nonprofit’s LinkedIn Page after first launching it:
Complete your Page profile fully
Fill out all sections, including contact info, company description, locations, website links, and more. A robust profile helps your Page appear in relevant searches.
Showcase Photos and Videos
Post photos and videos that give visitors a behind-the-scenes look at your nonprofit’s work. This content makes your cause memorable.
Link to Your Website and Donation Pages
Add links to your nonprofit website, donation pages, events, job listings, and other important pages to drive traffic.
Promote Your Page and Build Followers
Share your Page link via email, social media, and your nonprofit website. Engage followers by liking and commenting on their posts.
Post Regularly
Post nonprofit updates 2-3 times per week to stay top of mind. Share news, events, donor stories, calls to action, and more.
Utilize LinkedIn’s Nonprofit Tools
Use LinkedIn’s free fundraising, volunteer recruitment, and coaching tools designed for nonprofits.
Analyze Your LinkedIn Insights
Check your LinkedIn Page analytics to see your top performing posts, follower demographics, website traffic sources, and more to optimize.
Install the LinkedIn Mobile App
Manage your nonprofit’s LinkedIn presence from anywhere by downloading the mobile app. Respond to messages, post updates, and more on-the-go.
How Nonprofits Can Use LinkedIn to Fundraise and Recruit Volunteers
LinkedIn offers valuable tools for nonprofits to fundraise and recruit volunteers online. Here are tips for utilizing LinkedIn for these needs:
Fundraise on LinkedIn
– Enable LinkedIn Fundraising in your Page settings to accept one-time and recurring donations. Donors can give directly through LinkedIn.
– Share donation appeals and campaign updates in your LinkedIn posts. Insert clickable calls-to-action to drive giving.
– Thank new donors by name when they contribute on LinkedIn and share how their gift made an impact.
– Use LinkedIn messaging to steward loyal and potential donors with personalized outreach.
Recruit Volunteers on LinkedIn
– Post volunteer opportunities to reach LinkedIn members interested in your cause.
– Join and share volunteer openings in LinkedIn Groups related to nonprofit and community service.
– List skills-based and pro bono volunteer needs to motivate professionals with aligned abilities.
– Share how volunteers can make a meaningful difference to inspire action.
– Install the LinkedIn Volunteer Marketplace plug-in to post roles directly to that hub.
– Promote virtual microvolunteering options to provide flexible ways to help.
Communicate Your Impact
– Consistently update donors and volunteers about how their gifts and service are making a difference.
– Share specific examples and data that bring your impact stories to life.
– Report back on how donations were used and the measurable change created by volunteers.
– Storytelling inspires ongoing support and deepens engagement.
LinkedIn Best Practices and Tips for Nonprofits
Here are some top LinkedIn best practices and tips for nonprofits to maximize their presence:
Leverage Employees’ Personal Profiles
Encourage employees and board members to link their profiles to your nonprofit. Their combined networks expand your reach.
Thank and Interact with Followers
Recognize new followers, comment on others’ posts, and respond promptly to messages and comments. This fosters relationships.
Participate in LinkedIn Groups
Join relevant LinkedIn Groups to connect with engaged members interested in your cause or location.
Post Multimedia Content
Mix up updates with videos, images, slideshares, and articles. Visually compelling content performs well.
Broadcast Live Video
Go live on LinkedIn to share events, outreach, behind-the-scenes views, and talks with staff. It feels exclusive and authentic.
Run Targeted LinkedIn Ads
Use LinkedIn Campaign Manager to create targeted ads promoting donations, events, volunteer opportunities, and more.
Partner with Companies
Collaborate with corporate partners who can sponsor matching gifts and pro bono service days on LinkedIn.
Analyze Your Results
Use LinkedIn Page Analytics to see top follower demographics, engagement, clicks, and other data to refine your approach.
Promote Your Page off LinkedIn
Share your LinkedIn Page URL and sample posts on your website, email newsletter, other social platforms, print materials, and more.
Common LinkedIn Mistakes Nonprofits Make and How to Avoid Them
Steer clear of these common nonprofit LinkedIn mistakes:
Not Maintaining Your Page
– Problem: Allowing your Page to become stale with outdated info or infrequent posts.
– Solution: Consistently keep your Page updated in real time. Post 2-3 times per week.
Ignoring Comments and Messages
– Problem: Failing to respond to follower comments and messages to your Page.
– Solution: Promptly reply to all comments and messages to foster community.
Posting Too Much Self-Promotion
– Problem: Populating your feed with overt nonprofit self-promotion without value-added content.
– Solution: Mix in industry news, impact stories, recognition of partners, and helpful resources.
Not Utilizing LinkedIn Tools
– Problem: Overlooking built-in LinkedIn nonprofit fundraising, volunteering, and analytics tools.
– Solution: Implement available LinkedIn tools to magnify your results.
Pitching Without Personalization
– Problem: Blast messaging donors and companies with generic appeals.
– Solution: Research and customize outreach to make connections based on shared interests.
Conclusion
Launching and optimizing a LinkedIn presence can significantly benefit nonprofits through increased awareness, donations, volunteers, partnerships, and more. Dedicate time to build up your nonprofit’s LinkedIn Page, network, and engagement with the platform’s purpose-built tools. Consistent posting, listening to followers, and measuring your results will enable you to refine your LinkedIn strategy for greater impact.
