LinkedIn: A Powerful Tool for Nonprofits

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Connecting with donors is a two-way street: You want those who already care about your mission to find you and you want to find prospective donors who may not realize the connection and passion they have for your mission.

That “two way street” means you must do two things and LinkedIn is the tool for both: Be visible and find people likely to care about what you do. In this session, you’ll learn how to create comprehensive and enticing profiles for your organization and its most visible team members so donors find you. Then you’ll learn how to mine the LinkedIn database for likely donors and determine what connections you already have to them. Best of all LinkedIn is free.

Instead of cold calls, you’ll get introductions! By honing in on connected prospects and knowing what matters to them -- both possible on LinkedIn -- you’ll be engage donors more quickly and facilitate relationships.

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LinkedIn: A Powerful Tool for Nonprofits

  1. 1. LinkedIn: A Powerful Toolfor NonprofitsNational Philanthropy DayAFP, NY, Westchester ChapterNovember 16, 2011Marc Halpert, Maria Semple,Geri Stengel1
  2. 2. Agenda • The Lay of the Land • Looking Your Best • Finding What You’re Looking For • Getting That All Important Intro • Case Study: Finding Donors, Board Members and Sponsors • Building Relationships • Other LinkedIn Uses • Q&A2
  3. 3. The Lay of the Land3
  4. 4. LinkedIn 80% 70% 51% 39% 15% 11% Use Very Effective Rating Nonprofits Small Business Power UsersPower users: are the social media elite, using social media 25 hours or more per week.Source: Online Marketing Best Practices Among Small Businesses and Nonprofits: A Survey Conducted by Ventureneer4
  5. 5. Reasons for Use 52% 44% 43% 23% 14% 7% Research Database Get Introductions Nonprofits Small Business Power UsersPower users: are the social media elite, using social media 25 hours or more per week.Source: Online Marketing Best Practices Among Small Businesses and Nonprofits: A Survey Conducted by Ventureneer5
  6. 6. Amount of Time Social Media Takes Nonprofits Power Uses 44% Complain 2% ComplainPower users: are the social media elite, using social media 25 hours or more per week.Source: Online Marketing Best Practices Among Small Businesses and Nonprofits: A Survey Conducted by Ventureneer6
  7. 7. Your WholeOrganization Needs toLook Its Best:Especially You7
  8. 8. Goal: How to Make LinkedIn Tell Others8
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  18. 18. Keywords in Summary, Specialties, and Experience sections http://www.LinkedStrategies.com/linkedin-keyword-optimization 18
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  27. 27. Volunteer Experience & Causes 27©Marc W. Halpert | All rights reserved | www. connect2collaborate.com | www.linkedin.com/in/marchalpert | Sep 2011
  28. 28. Free LinkedIn Apps28
  29. 29. Just Some of the Free LinkedIn Apps29
  30. 30. 2 Really Powerful Apps for Multimedia Marketing Materials •Requires audience to download it •PowerPoint presentations only •Accepts multimedia •No notification if someone reviews it •Notification if someone reviews it30
  31. 31. Make a Company Profile Page31
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  33. 33. To learn more about company profile pages for nonprofits, see: http://connect2collaborate. wordpress.com/why-linkedin- company-pages-matter-to- non-profits/33
  34. 34. Finding WhatYou’re Looking For34
  35. 35. Several Ways to Prospect• Using Advanced Search Feature• Mining Your First Degree Connections• Finding and Mining Groups35
  36. 36. Search Box: Great for Mining36
  37. 37. LinkedIn Advanced Search37
  38. 38. Search Rutgers Graduates, Accounting, Within 25 Miles38
  39. 39. Focus: 1st Degree Connections, 2nd DegreeConnections and Members of My Shared Groups39
  40. 40. Search Yielded 157 Results. YOURS different.40
  41. 41. View Profiles of Interest41
  42. 42. See How You’re Connected42
  43. 43. Decide How to Connect43
  44. 44. Save Your Searches! Puts LinkedIn on auto-pilot for You44
  45. 45. Several Ways to Prospect• Using Advanced Search Feature• Mining Your First Degree Connections• Finding and Mining Groups45
  46. 46. Your First Degree Connections46
  47. 47. Peruse List – Find Opportunities for Intro47
  48. 48. Getting That Intro• Use LinkedIn’s Built-in system for connecting through a contact• Invite the person to connect directly with you. Make sure you personalize the invitation to connect• Old School works too: Call your 1st degree contact to see how well they know your prospect and would be willing to initiate an introduction on your behalf48
  49. 49. Several Ways to Prospect• Using Advanced Search Feature• Mining Your First Degree Connections• Finding and Mining Groups49
  50. 50. How to Find Groups• Use the Search box and begin typing in words describing what you are looking for. (Don’t forget to change the drop down menu to ‘groups’)• See what Groups your own 1st degree connections are joining. They may be right for you, too!50
  51. 51. Animal Nonprofit Wants People Interested in Pets51
  52. 52. What to Do Once You’ve Joined a LinkedIn Group• Monitor the Discussions and participate where you can add value• Start your own Discussions about topics of interest to this Group• Share your Upcoming Events within Groups. Events can be listed in LinkedIn or you can even share a URL to an event description online. Your choice!52
  53. 53. How to Keep up With Group Discussions?• In Account settings link, decide on the frequency of group digest emails. No Email; Weekly; or Daily. Find the setting that feels comfortable and won’t overwhelm you• Some Groups are “Members Only” and require approval to join. Discussions are seen only by members of this Group. (Look for the lock symbol)53
  54. 54. Sample Group Profile54
  55. 55. Inviting Group Members to Connect With You Directly• Use LinkedIn’s filtering tool to help you find members where you are 2nd degree connected• Peruse those 2nd degree connections and broaden your network further by sending an invitation to connect with you55
  56. 56. Mining Groups for 2nd Degree Connections56
  57. 57. Case Study57
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  61. 61. People will search for you• It’s good to accept invitations to connect• IMHO: So long as you know them; so long as you/they can help• But it’s ok to say “no” professionallyIf you get a request such as:Dear Marc W.Id like to add you to my professional network on LinkedIn. – KevinYou can answer:Sorry. It’s my policy to link to people I have met and gotten to know or do business with. I am not sure our connection qualifies; accordingly, I will respectfully decline.Thanks and best regards, Marc W. Halpert61
  62. 62. BuildingRelationships62
  63. 63. Different Medium Same Rules63
  64. 64. Other LinkedIn Uses64
  65. 65. LinkedIn Today65
  66. 66. LinkedIn Is Morphing By Sudhamshu learn.linkedin.com/nonprofits66
  67. 67. Questions67
  68. 68. Connect With UsName Social MediaGeri Stengel http://www.linkedin.com/in/geristengel http://www.facebook.com/Ventureneer http://twitter.com/#!/ventureneerMarc Halpert http://www.linkedin.com/in/marchalpert http://www.connect2collaborate.com http://twitter.com/#!/marchalpertMaria Semple http://www.linkedin.com/in/mariasemple http://www.facebook.com/TheProspectFinder http://www.twitter.com/#!/mariasemple Text PROSPECT to 22828 for research tips.68
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