Strategy for Nonprofits Recruiting Pro Bono & Board Stars.

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In this presentation for the Social Media 4 Nonprofits New York event (March 17, 2014) Bryan offers a three part strategy for nonprofits recruiting pro bono volunteers and/or board members. The …

In this presentation for the Social Media 4 Nonprofits New York event (March 17, 2014) Bryan offers a three part strategy for nonprofits recruiting pro bono volunteers and/or board members. The presentation features the LinkedIn Volunteer Marketplace and the LinkedIn Board Member Connect program. Learn more about both at http://nonprofit.linkedin.com

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  • PLUG BOOK HERE!
  • Here are three things you can get going on right now.To effectively use LinkedIn, you’ll need all three. Create a strong LinkedIn profile to establish your identity on LinkedIn. Connect with your existing board members so that you can see into their networks while you’re looking for new board membersAnd establish your nonprofit’s company page on the site
  • First, add a photo. This makes your profile 7 times more likely to be viewed and helps people see your profile as the real you.A headline is a short and sweet way to sum up who you are, and what you’re looking for. Here is an example of one nonprofit professional’s strong headline that makes a pretty great first impression.
  • Edit your profile to include your volunteering accomplishments, the causes you care about, and the specific organizations you support (especially yours!). Remember to get your colleagues, volunteers and other supports to do the same!
  • Step 2. Connect with existing board members. This might be the most important step in this entire process. The Taproot Foundation did a bunch of research that shows that board members are often the best connections to people and resources. And as you know, they are the ones who are responsible for helping you identify additional board members for your organization. We strongly recommend that you connect with them, your staff, your donors and your volunteers. Let’s talk about these degrees of connections for a moment. I’m the green bubble Meg and I are connected, so she’s in this dark grey circle Meg is connected to Joe, which makes Joe my second degree connection, and means I can reach out to Joe and anyone else in Meg’s network. Joe’s connections are my third degree network And there’s no need to count beyond that.
  • OK so we’ve talked about your profile, we’ve also talked about the importance of connecting with your board, now let’s talk about the final step you can take which is creating or improving your company page. Just one point of clarification here, Company Page is really just a name for the tool. All organizations have company pages, including nonprofits, so don’t let the word “Company” throw you off.Create your nonprofit’s company page. This is a very important step because professionals on LinkedIn will look to your company to learn about your nonprofit. When organizations don’t have company pages, LinkedIn members frequently question the legitimacy of the organization. So you’re best off avoiding that by building a strong company page. To do that, be sure to add an image, your logo, and a description of the organization3. Your community of supporters, the number of followers on your company page, also shows the world that you are a real organization. And the strength and networks of those followers also say a lot. So definitely invite your board members and supporters to follow your company page. 4. Finally, you should post frequent updates on your page, and ask your members and supporters to re-share those updates. Most action on LinkedIn is driven by one member seeing the updates of another member. So when your board members re-share your updates, they are increasing the chances of their networks learning about your organization and potentially following your page as well.
  • PLUG BOOK HERE!
  • What does it mean to scope? Setting the parameters of the project that will be done. IN SCOPE. What will this project accomplish?Internal ideas (from board members and staff)External ideas (from museum visitors and others in the target demographic)Competitive ideas (from other museums and activity centers)Synthesis of researchOUT OF SCOPE. What related tasks will you not do?Strategic planChanges to mission, vision or valuesCOMPLETION CRITERIA. When is the project done?When the research is done. LOGISTICS. How long do you think the project will take? What resources will you or your pro bono provider need?More than one person—want different ideas. Need info before April, (strategic planning process kicks off)
  • PLUG BOOK HERE!
  • On Wednesday, January 15th, LinkedIn launched a volunteer marketplace in partnership with taproot, catchafire, volunteermatch, and board source. You can now post you volunteer and board opportunities on LinkedIn at a 90% discount on the price of a standard job posting in your region. And since it’s brand new and you’re going through our webinar, you’ll each receive a posting guide with a link for 5 free board postings.
  • We all know how important a high quality Board is to the success of any organization – for-profit or non-profit. LinkedIn for Good recognized this and created a program called Board Member Connect, that allows nonprofits free access to LinkedIn’s “Advanced Search” tool to find high quality Board Members quickly. In order to participate in this program, you need to sign up for an introductory (monthly) webinar at nonprofits.linkedin.com. This will teach you how to use the tools and make the most out of the program. But to give you a better sense of how tremendous this program is here’s how it works: Board Member Connect allows you to search for the key attributes you need in your next Board Member(s) – i.e. location, expertise, years of experience, employer, etc. So let’s say you’re looking for a senior marketing expert with digital marketing experience and you’re looking to build your connections in the tech/internet industry.
  • And then move on to complete a profile for the type of talent needed for your pro bono project. You will see LinkedIn is asking for standard job listing information – position title, level of experience and functional area. Once you get to the description field, you will want to pull from the detailed scope of work you created.
  • PLUG BOOK HERE!
  • Using Advanced Search, you can search the entire LinkedIn network based on the exact profile you are looking for. Instead of spending time playing the “who do you know” game, search intelligently with premium search filters such as years of experience and job function.We’ve heard LinkedIn described by a nonprofit as the database they wish they had. It’s easy to see why when you use the Advanced Search tool.The results pop up and you can very quickly see how closely you are connected to the highest ranked possibilities, and find out the best way to introduce yourself. You can reach out directly through an “InMail”, or take advantage of your network for a facilitated introduction. (If you reach out cold, just remember to keep it short and ask for a phone call to explore the possibility).
  • On Wednesday, January 15th, LinkedIn launched a volunteer marketplace in partnership with taproot, catchafire, volunteermatch, and board source. You can now post you volunteer and board opportunities on LinkedIn at a 90% discount on the price of a standard job posting in your region. And since it’s brand new and you’re going through our webinar, you’ll each receive a posting guide with a link for 5 free board postings.
  • Here are search results.Let me walk you through some of these areas of the page. On the left hand you can change the search criteria – see just like booking a flight on Kayak– by area industry, seniority and company. search facets with the gold icon are the premium search facets that you only have access to with premium accounts like Talent Finder. You also have management tools that allow you to save and organize the searchesYou can also see full profies for 3rddegere connections so you can really get a sense of who they are before messagingAnd finally, one click inmail – to either contact them directly or ask to get introduced through the mutual connection.
  • PLUG BOOK HERE!
  • PLUG BOOK HERE!
  • MANAGEMENT PRINCIPLESWith 10 years of experience managing pro bono projects, we’ve narrowed it down to these 5 guiding principles:1. Be prepared to invest time – and track the time you spend so you can gauge your return on investment.2. Act like a paying client – check in regularly, hold the team accountable to meeting deadlines, give and receive feedback.3. Foster effective communications among your internal team – keep them up to date, even if they aren’t involved in day-to-day project decisions.4. Create the space for the consultant team to share all news: both good and bad.5. Celebrate before, during, and after the project is complete – remember, recognition is one form of payment for your consultant team.

Transcript

  • 1. Recruiting Pro Bono & Board Superstars…Well. Bryan Breckenridge March 17, 2014
  • 2. What is this? 2
  • 3. 1. Post on LinkedIn’s Volunteer Marketplace 3 Free! E-mail volunteermarketplace@linkedin.com Use before May 1. 2. Register for the Board Member Connect Webinar (April 2) Free! Go to nonprofit.linkedin.com 3 Please do at Least 2 things after today.
  • 4. Agenda 5 minutes - Nonprofits and LinkedIn 15 minutes - 3 Part Recruiting Strategy Pro bono & Boards 4
  • 5. Nonprofits and LinkedIn 277M+Members across the globe 3 million members have shared their volunteer history and causes with us. 25 million members are “following” their favorite nonprofits on LinkedIn >6 million Nonprofit Members are using LinkedIn to build their brand and network of supporters
  • 6. Professionals with skills that volunteer 6
  • 7. Hundreds of orgs are recruiting staff with LinkedIn.
  • 8. Agenda 5 minutes - Nonprofits and LinkedIn 15 minutes - 3 Part Recruiting Strategy Pro bono & Boards 8
  • 9. 9 Success Story- Posting Pro Bono & Board openings netted a large list of stellar local candidates in just days.
  • 10. 10
  • 11. Success Story- Sourcing Boards Proactively.
  • 12. 3 Part Recruiting Strategy Pro-Bono & Board  3 LinkedIn Must-do’s  Scope the Project or Need 1. Prepare 2. Recruit 3. Manage  Post (Automated) Volunteer Marketplace  Source (Proactive) Advanced Search & Board Member Connect  Screen Well  Assure Their Success
  • 13. 1. Build a great profile. Two tips. 2. Connect with existing board members 3. Create/Elevate your “Company Page” Part 1A- Three LinkedIn Must-Do’s
  • 14. 14 Profile Tip: Make a strong first impression with a picture and a headline Develop a headline as your professional tagline Adding a photo makes your profile 7x more likely to be viewed
  • 15. 15 Profile Tip: Use the Volunteering & Causes section to promote your organization
  • 16. Your Connections Your 3rd degree Connections Your 2nd degree Connections Intentionally Connect with…  Board members  Staff  Donors  Volunteers Out of Network YOU OON Part 1B: Connect with Staff, Vol’s & Board 424 119,000 4,100,050
  • 17. 1. Create your nonprofit’s company page 2. Add an image, logo & short description 3. Encourage all to follow you 4. Use updates to communicate to all Over 165K nonprofits have company pages on LinkedIn Part 1C: Create/Elevate the Company Page
  • 18. 3 Part Recruiting Strategy Pro-Bono & Board  3 LinkedIn Must-do’s  Scope the Project or Need 1. Prepare 2. Recruit 3. Manage
  • 19. SCOPING A PRO BONO PROJECT CONSIDER… IN SCOPE. What will this project accomplish? OUT OF SCOPE. What related tasks will you not do? COMPLETION CRITERIA. When is the project done? LOGISTICS. How long do you think the project will take? What resources will you need? Taproot Foundation 2014 What skill gaps does your board have?
  • 20. 3 Part Recruiting Strategy Pro-Bono & Board 1. Prepare 2. Recruit 3. Manage  Post Volunteer Marketplace  Source Advanced Search & Board Member Connect
  • 21. LinkedIn’s Volunteer Marketplace e-mail volunteermarketplace@linkedin.com
  • 22. LinkedIn’s Volunteer Marketplace allows you to post your pro bono & board service spots for the right professionals. 22 A marketing expert to enhance your digital marketing strategy An HR expert to lead your board governance committee An architect to advise your future site expansion Hundreds of thousands of LinkedIn members want to serve your mission. We play match-maker.
  • 23. LinkedIn’s matching tools send postings to the professionals with the right skills and experience 23 Your opportunities are sent to interested members through email campaigns and the “Jobs you may be interested in” feature & inMails.
  • 24. Volunteer Financial Analyst LinkedIn for Good Volunteering Use the link in Ritu’s follow up e-mail or e-mail me at bbreckenridge@linkedin.com
  • 25. 3 Part Recruiting Strategy Pro-Bono & Board 1. Prepare 2. Recruit 3. Manage  Post Volunteer Marketplace  Source Advanced Search & Board Member Connect
  • 26. Use the Advanced Search tool to search directly for interested professionals 27 Get access to helpful search filters.
  • 27. Board Member Connect A donated upgrade to “Talent Finder” http://nonprofit.linkedin.com
  • 28. Premium search facets Manage tools One click InMail Full names and profiles for 3rd degree
  • 29. 3 Part Recruiting Strategy Pro-Bono & Board 1. Prepare 2. Recruit 3. Manage  Screen Well  Assure Their Success
  • 30. Screen pro bono & board candidates The Skills & Expertise section allows you to review a potential consultant’s relevant skills – and see if they’ve been “endorsed” by colleagues and friends.
  • 31. 3 Part Recruiting Strategy Pro-Bono & Board 1. Prepare 2. Recruit 3. Manage  Screen Well  Assure Their Success
  • 32. Assuring pro bono volunteer success 5 GUIDING PRINCIPLES OF PRO BONO MANAGEMENT INVEST TIME ACT LIKE A PAYING CLIENT FOSTER EFFECTIVE COMMUNICATIONS SHARE ALL NEWS: BOTH GOOD AND BAD CELEBRATE BEFORE, DURING AND AFTER Taproot Foundation 2014
  • 33. 34 Success Story- Posting Pro Bono & Board openings netted a large list of stellar local candidates in just days.
  • 34. 35
  • 35. 1. Post on LinkedIn’s Volunteer Marketplace 3 Free! E-mail volunteermarketplace@linkedin.com Use before May 1. 2. Register for the Board Member Connect Webinar (April 2) Free! Go to nonprofit.linkedin.com 36 Please do at Least 2 things after today.