Is Your Charitable Organization Leveraging LinkedIn to Tap Donors ?

When you think of important social media platforms for nonprofits, do you think of LinkedIn? You should. A recent report from Social Media Today cites that 56% of LinkedIn members are more likely than average internet users to make charitable contributions. In addition, Forbes reports that 41% of millionaires use LinkedIn. 

Beyond being a strategic platform to connect with people who may be prime donor candidates, LinkedIn members also tend to be driven individuals who care about self-improvement and making the world a better place. The mindset that LinkedIn users bring to the table is complimentary to that of nonprofit growth and advancement. Recent platform data cites that LinkedIn “hosts more than 700 million professionals, including 380 million donors and 225 million volunteers.” 

From a messaging perspective, LinkedIn offers nonprofits an exceptional channel to stay top-of-mind by sharing relevant news, successes, and pertinent needs with a captive audience. LinkedIn also allows executives and industry leaders to showcase their nonprofit involvement, which acts as positive PR for the individual, their company, and as credibility for the nonprofit. By staying closely connected to the business community, nonprofits increase their opportunity for corporate partnerships and heightened visibility. 

It’s important to keep in mind that the audience for LinkedIn is not the same as Facebook or Instagram, however. Make sure that nonprofit content shared on LinkedIn is tailored to a business audience. If irrelevant content is posted on LinkedIn often, it will stifle the reach and engagement of a page’s content over time. Searching for an exemplary nonprofit example on LinkedIn? Check out American Red Cross. From live content to compelling images, personal stories, and calls-to-action, American Red Cross is a solid example to follow and keep tabs on. 

LinkedIn Best Practices for Nonprofits: 

·       Build your organization’s LinkedIn page by ‘inviting’ your network to follow the page. A fast, effective way to quickly grow your page’s following. 

·       Encourage your staff members and volunteers to engage with your organization’s LinkedIn content and re-share it to increase its reach. These individuals are your organization’s greatest advocates! 

·       Are you highlighting volunteers, board members, or sponsors? Remember to tag their pages or LinkedIn profiles to reach their networks in addition to yours. 

·       Hosting virtual or in-person events? Use LinkedIn’s new event function to create events and invite your connections.