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Using LinkedIn to Secure Pro Bono Talent

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Using LinkedIn to Secure Pro Bono Talent

  1. 1. For Pro Bono Find The Right Talent For All Of Your Pro Bono Needs LinkedIn ©2013 All Rights Reserved © Taproot Foundation 2012
  2. 2. The number one reason cited by nonprofits for not using more pro bono is “not knowing how to find Slide 2 quality pro bono resources.” 1 Slide 2 1 Taproot Foundation and Board Source, 2011 Nonprofit Leader Survey (unpublished data). © Taproot Foundation 2012
  3. 3. Taproot has partnered with LinkedIn for Good to make it easy for you to find the pro bono resources you Slide 3 need. Slide 3 © Taproot Foundation 2012
  4. 4. FIND PROFESSIONALS ON LINKEDIN Looking for a particular skill set? Interested in building relationships with pro bono volunteers from a particular company or industry?  LinkedIn’s advanced search feature makes zeroing in on the exact talent you need easy. Slide 4 A strategy consultant to A part-time accountant A graphic designer to help build your 3-year plan to maintain your books create a new logo Slide 4 © Taproot Foundation 2012
  5. 5. LINKEDIN MEMBERS + SERVICE  78% donated time or money in the last 12 months  76% would be open to virtual volunteering opportunities if they used their specific skills and talents  LinkedIn’s members have a desire to serve – they are just waiting to be asked! Slide 5 Slide 5 © Taproot Foundation 2012
  6. 6. IN THIS PRESENTATION  Learn to use LinkedIn to identify the right talent for your pro bono projects − Find individual pro bono volunteers − Discover connections to organizations and companies that provide pro bono services − Vet potential pro bono consultants Slide 6 Slide 6 © Taproot Foundation 2012
  7. 7. THE PRO BONO PROCESS SCOPE SECURE MANAGE  LinkedIn is designed to help you secure pro bono resources  That is, LinkedIn helps you to find the7 Slide talented professionals you need by allowing you to connect Process from: with people already in your network. Slide 7 © Taproot Foundation 2012
  8. 8. BEFORE SECURING PRO BONO  You need to have a clearly defined scope of work − It’s a good best practice to review your scope with a knowledgeable professional to confirm you are on track. − Unclear on what it is you need to begin with? Plan for a longer meeting with a relevant professional – 90 minutes at a minimum. Start with the “pain” you’re feeling and narrow to a specific scope together. − Slide 8 Already have a scope? Ask someone to review – a good bet is a board member with relevant experience. − You can also ask for 30 minutes of “speed pro bono” and get an outside professional’s opinion.  You need to have a sense of the kind of skills you are looking for − Get specific! For example, a graphic designer and a market analyst have very different skills, but both might be considered part of the marketing profession. Slide 8 © Taproot Foundation 2012
  9. 9. USE LINKEDIN TO… 1. Find connections to individuals 2. Find connections to other providers Slide 9 3. Vet potential pro bono volunteers 4. Recognize pro bono volunteers Slide 9 © Taproot Foundation 2012
  10. 10. CONNECT WITH INDIVIDUALS LinkedIn can help you connect to the talent you need – including individuals that might otherwise be overlooked  Search based on a specific profile − Keyword − Industry Slide 10 − Geographic location − Current or past employer  Quickly see how closely you are connected to them  Request a specific introduction from your shared friend or colleague Slide 10 © Taproot Foundation 2012
  11. 11. CONNECT WITH OTHER PROVIDERS  Looking to secure pro bono support from a specific provider of pro bono? − Corporations − Professional service firms − Intermediaries − Trade associations Slide 11 − Schools  Use LinkedIn to find a connection to your pro bono provider of choice and turn your cold call into a warm introduction. Slide 11 © Taproot Foundation 2012
  12. 12. CONNECT WITH OTHER PROVIDERS CONNECTING WITH A CORPORATION CONNECTING WITH AN INTERMEDIARY ► Approach a functional contact (that is, ► Gain an understanding of the someone in the marketing, finance, or application or intake process strategy department, etc.) ► Ask how they scope projects, meaning ► Approach the corporate responsibility or do they have a set catalog or do they grantmaking team Slide 12 accept open-ended requests? ► See if your board members have a ► Inquire about the screening process for connection – they might be able to the consultants you’ll be working with provide an introduction ► Ask about the resources you are ► Formulate your “ask” like you would any expected to contribute (both financial other request: start with a brief and human capital) description of need, share your scope document, explain why you’ll be a great pro bono client, and clearly tie the project to your mission Slide 12 © Taproot Foundation 2012
  13. 13. CONNECT WITH OTHER PROVIDERS CONNECTING WITH A SCHOOL CONNECTING WITH TRADE ASSOCIATIONS ► Ask about internships and group ► Is there a formal intake process? projects – are they seasonal? Can ► Do they offer access to their network of students apply for credit? What’s the professionals if they don’t manage recruiting process? applications themselves? ► What are examples of recent projects ► Slide 13 What are some examples of past that were done by students? projects and which organizations ► Can you host more than one intern at a received support? time? ► Do certain courses offer pro bono service as a part of class requirements? Slide 13 © Taproot Foundation 2012
  14. 14. VALIDATE CONSULTANT SKILLS Find the perfect volunteer among a page of search results by screening for the best possible match: ► How closely are you connected to them? ► What’s their job history? ► Do they seem qualified for the work you need done? Slide 14 ► Do they have a demonstrated commitment to volunteer work or causes? ► Any group associations that suggest they’ll be passionate about your organization or project area? ► Do they list relevant skills? Are they endorsed for those skills? (see next slide) Slide 14 © Taproot Foundation 2012
  15. 15. VALIDATE CONSULTANT SKILLS Slide 15 The Skills & Expertise section allows you to review a potential consultant’s relevant skills – and see if they’ve been “endorsed” by colleagues andTaproot Foundation 2012 Slide 15 © friends.
  16. 16. RECOGNIZE AND REWARD  You already know the importance of saying “thank you” to your volunteers. Why not do it publicly? 1. Encourage your pro bono consultants to list their work with your organization on their profile. − Have them list the work as they would any paid 3 WAYS TO SAY engagement in Experience section “THANK YOU” − In addition, suggest listing your organization in the TO YOUR Slide 16 Volunteer Causes & Experience section 2. Endorse their work by writing a recommendation ALL-STAR that is visible on their profile CONSULTANTS 3. Was the project something public like an annual report or website? − Suggest the volunteer list the final product on their LinkedIn profile in the Projects section. (See examples on the next slide) Slide 16 © Taproot Foundation 2012
  17. 17. RECOGNIZE AND REWARD 1. Volunteer Experience & Causes 2. Experience Slide 17 Pro Bono MarketingConsultant Branding Consultant Pro Bono Video Creation 3. Projects Recognize volunteers after they’ve completed project work by encouraging them Slidetalk about the work on their LinkedIn profiles. to 17 © Taproot Foundation 2012
  18. 18. SEARCH LIKE A PRO 1. Decide who you are looking for Slide 18 2. Use advanced search 3. Screen for best match Slide 18 © Taproot Foundation 2012
  19. 19. WHO ARE YOU LOOKING FOR? You need…an online marketing Find them by…using filters to guide pro to update your website your search – all found on LinkedIn’s messaging and digital presence (free) Advanced Search Tool Marketing/advertising  Industry Slide 19 From a specific company  Company With SEO experience  Keyword In New York City area  Location Slide 19 © Taproot Foundation 2012
  20. 20. USE ADVANCED SEARCH Slide 20 The Advanced Search Tool allows you to search for your exact target Slide 20 © Taproot Foundation 2012
  21. 21. REVIEW THE STRENGTH OF MATCHES ► The best volunteers will have the highest social capital – meaning the strongest ties to you or your organization − Look for the number of shared connections – the more the better − 1st and 2nd degree connections are the best bet – that means you know them directly (1st) or they are a “friend of Slide 21 a friend” (2nd) ► Lots of volunteer work usually means a proud and committed volunteer ► Look at their groups and associations. Do you share an alumni connection? See a passion for certain causes? Shared interests are an added bonus. Slide 21 © Taproot Foundation 2012
  22. 22. REVIEW THE STRENGTH OF MATCHES Slide 22 Slide 22 © Taproot Foundation 2012
  23. 23. WHY DOES SOCIAL CAPITAL MATTER? It happens on nearly every project – at some point, the work gets hard or other priorities come up. A consultant’s commitment to the project is tested.  Social capital is what keeps a pro bono volunteer on- board, even if the project gets hard  Examples of social capital Slide 23 − They’ve volunteered with your organization before − They work for your board member, who asked them to take on the project − You are personal friends with them or have mutual friends − They signed up through a matching service and completed an application to participate  Choosing a consultant with high social capital at the start ensures you won’t lose them partway through Slide 23 © Taproot Foundation 2012
  24. 24. GET STARTED  Check out LinkedIn’s Advanced Search Feature http://www.linkedin.com/search?trk=advsrch  Learn more ways to use LinkedIn for your nonprofit − Engage with supporters − Create a company page Slide 24 − Build your brand − Join a LinkedIn group http://nonprofits.linkedin.com/ Slide 24 © Taproot Foundation 2012
  25. 25. This presentation was created in partnership with LinkedIn for Good. Slide 25 The mission of LinkedIn for Good is to connect the talent and passion of professionals with opportunities to use their skills to make a positive impact on the world. We thank them for their support of the pro bono movement. Slide 25 © Taproot Foundation 2012

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