LinkedIn is an important platform for nonprofits to build their brand, engage with supporters, and attract talent. With over 600 million users, LinkedIn offers great potential to connect with target audiences in a professional context. However, creating compelling content for LinkedIn can be challenging. Nonprofits need to post content that provides value, inspires action, and represents their mission and work.
Types of Content to Post
Here are some of the most effective types of content nonprofits should post on LinkedIn:
Thought Leadership Content
Thought leadership content demonstrates your nonprofit’s knowledge, expertise, and unique perspectives on issues related to your cause. This builds credibility and trust with your target audience. Examples include:
– Industry research and statistics
– Whitepapers, guides or ebooks
– Expert advice and ‘how to’ articles
– Listicles and tips focused on best practices
– Interviews with staff members or industry experts
Behind-the-Scenes Content
Give supporters an inside look at the daily operations and impact of your nonprofit programs. This makes your work relatable and helps connect supporters to your mission. Examples include:
– Photos and videos of programs in action
– Profiles of clients/program participants
– Testimonials from supporters and volunteers
– Stories highlighting specific projects or initiatives
– ‘Day in the life’ posts showcasing employees
Cause-Related Content
Educate and inspire your audience with content directly related to your cause and social impact. This builds awareness and demonstrates why your work matters. Examples include:
– Facts, statistics and infographics about the issues your nonprofit addresses
– Success stories demonstrating your impact
– Calls to action for advocacy and awareness campaigns
– Content related to fundraising events, campaigns or volunteer needs
– Curated news related to your cause or industry
Industry News and Trends
Position your nonprofit as an expert voice by commenting on news, research, policies and trends related to your field. This shows your audience that you are actively engaged on important issues. Examples include:
– Commentary on new research in your field
– Response to new policies or legislation related to your cause
– Thoughts on industry trends and innovations
– Recaps of important conferences or events
– Links to reputable news articles with your insights
Best Practices
Here are some best practices to make the most of your LinkedIn content:
Keep it Visually Engaging
LinkedIn posts with images, infographics, or video content tend to get more engagement. Make sure to incorporate visual elements when possible.
Focus on Your Audience
Tailor your posts’ messaging, tone and topics to align with your target audience on LinkedIn. Keep their interests and needs top of mind.
Encourage Interaction
Ask questions, request feedback, share polls and advice to spark discussion. This increases comments, shares and overall engagement.
Mix Up Your Content Types
Post a variety of content types like articles, images, videos, links, presentations and more. This provides diverse value and keeps followers interested.
Maximize SEO
Use relevant keywords and optimize posts for search to help people find your content. Mention your nonprofit name, cause and services.
Repurpose Top Content
Re-share your best performing posts periodically. This gives new followers a chance to engage.
Post Consistently
Post high-quality content at least 3-5x per week to stay top of mind. But avoid overwhelming your audience with too much content.
Monitor Performance
Track metrics like reach, engagement, clicks, follows and shares. This shows what content resonates so you can refine your approach.
Engage with Followers
Reply to comments, answer questions and participate in LinkedIn Groups to build a community around your cause.
Content Ideas by Nonprofit Focus
Here are some specific content ideas tailored to different types of nonprofits:
Education Nonprofits
– Tips for educators and administrators
– Curriculum guides and teaching resources
– Student success stories and testimonials
– Thought leadership on education policies
– School program spotlights
– Classroom activities and project ideas
Health Nonprofits
– Disease education and preventative health tips
– Profiles on doctors, nurses and researchers
– Patient stories and testimonials
– Health policy insights and analysis
– Medical breakthroughs and wellness research
– Events and fundraising for awareness months/days
Arts and Culture Nonprofits
– Behind the scenes of exhibits, shows or events
– Interviews with artists, performers and creators
– Local culture spotlights
– Arts education program highlights
– Guest articles by board members or donors
– Reviews of relevant creative works
Environmental Nonprofits
– Climate change, sustainability and conservation news
– Tips to live an eco-friendly lifestyle
– Profiles on researchers and scientists
– Success stories of environmental wins
– Insights on new regulations and policies
– Wildlife and outdoor recreation spotlights
Human/Social Services Nonprofits
– Client success stories and testimonials
– Volunteer spotlights
– Tips for vulnerable/underserved groups
– Updates on community partnerships
– Advocacy and awareness campaigns
– Commentary on policies affecting clients
Animal Welfare Nonprofits
– Pet care and adoption tips
– Spotlights on rescued animals
– Veterinarian Q&As and advice
– Cute pet photos and videos
– Advocacy and lobbying efforts
– Animal welfare research and news
Optimizing Based on LinkedIn’s Algorithm
LinkedIn’s algorithm favors certain types of posts in users’ feeds. Here are tips to optimize for the algorithm:
Post at Peak Times
Post when your target audience is most active, typically Tuesday-Thursday during working hours. Morning posts tend to get higher engagement.
Prioritize Video
Video content has high visibility on LinkedIn. Short informational or testimonial videos often perform very well.
Go Long-Form
In-depth, long-form posts (1000+ words) signal expertise and tend to rank highly with LinkedIn’s algorithm.
Engage With Your Network
Commenting on connections’ posts increases your visibility. LinkedIn’s algorithm favors accounts that interact.
Use Hashtags Strategically
Include relevant hashtags so your content appears in keyword searches. But avoid over-tagging or forcing hashtags.
Mention Influencers and Companies
If appropriate, @ mention industry leaders or brands related to your nonprofit goals to extend your reach.
Join and Post in LinkedIn Groups
Active participation in niche LinkedIn Groups related to your cause helps you connect with target audiences.
Watch Your Analytics
Review analytics to see which types of posts, topics and formats resonate best with your audience. Then optimize based on those insights.
Promoting Your Content
To maximize reach, engage in additional promotion of your top performing LinkedIn posts:
Pin Posts to Your Profile
Pin posts to the top of your company page to keep them visible and accessible.
Reshare Older Posts
Give existing top posts another chance to shine by resharing or retweeting them.
Cross-Promote Across Channels
Share LinkedIn posts on website, email, Facebook, Twitter etc. to reach followers on other platforms.
Turn Posts into Ads
Use LinkedIn’s advertising tools tosponsor standout posts and target them to relevant audiences.
Collaborate on Employee Posts
Have staff share posts from your nonprofit page to their own networks for extended reach.
Send Email Blasts
Share links to LinkedIn posts in your nonprofit email newsletters. Encourage readers to engage.
React to Current Events
Comment on trending news and events related to your cause to take advantage of existing interest.
Partner with Allies
Work with corporate partners, influencers and advocates to help share your LinkedIn posts with their networks.
Repurpose into Multiple Formats
Take top performing long-form posts and create infographics, quote graphics, videos and other formats to re-engage your audience.
Measuring Success
It’s important to track performance of your LinkedIn efforts over time. Here are key metrics to monitor:
Follower Growth
How many new followers does your nonprofit page gain weekly/monthly? Steady growth indicates effective content.
Engagement Rate
Engagement rate = total post engagements / followers. Benchmark against a 3-5% industry standard engagement rate.
Click Through Rate
Click through rate = post clicks / impressions. This helps determine post relevance.
Leads Generated
Measure contact form submissions, event sign ups and other leads generated from LinkedIn efforts.
Website Traffic
Use UTM tracking to measure website visits driven specifically by LinkedIn content.
Content Reach
How far did your posts travel? Track impressions, reshares and interactions.
Job Applications
For nonprofits hiring, measure applied to open positions from LinkedIn recruiting.
Conclusion
Posting engaging, relevant and optimized content on a consistent basis is key to nonprofit success on LinkedIn. By providing value and building community around your cause, nonprofits can effectively educate and inspire target audiences. You should take the time to develop an integrated LinkedIn strategy centered around your goals and resources. With the right strategy and dedication, LinkedIn offers immense potential to advance nonprofits’ missions.
| Content Type | Example Topics | Benefits |
|---|---|---|
| Thought Leadership | Research, whitepapers, expert advice | Builds credibility and trust |
| Behind-the-Scenes | Program spotlights, staff profiles | Connects audience to mission |
| Cause-Related | Advocacy, fundraising, events | Educates and inspires |
| Nonprofit Focus | LinkedIn Content Ideas |
|---|---|
| Education | Tips for educators, curriculum resources, student success stories |
| Health | Disease education, health policy insights, patient testimonials |
| Arts/Culture | Behind the scenes, artist interviews, local culture spotlights |
| Environment | Eco-friendly tips, conservation news, sustainability research |
| Human Services | Client success stories, volunteer features, advocacy campaigns |
| Animal Welfare | Pet care tips, rescued animal profiles, advocacy updates |
| Metric | Definition |
|---|---|
| Follower Growth | New followers gained weekly/monthly |
| Engagement Rate | Total engagements / followers |
| Click Through Rate | Post clicks / impressions |
| Leads Generated | Contact forms, sign ups from LinkedIn |
| Website Traffic | Visits driven by LinkedIn posts |
| Content Reach | Impressions, reshares, interactions |
| Job Applications | Applications to openings from LinkedIn |
