Put your network to work with advanced social fundraising.

1. Advanced Social Fundraising:
Put your network to work

2. Meet the presenters

3. What we’ll discuss today:
 Social fundraising – what it’s all about
 Four innovative ways to use LinkedIn Sales Navigator for
development
 How nonprofits are using LinkedIn for fundraising
 Autism Speaks – how did they decide to use LinkedIn?
 Muscular Dystrophy Association - how did their
organization work LinkedIn into their fundraising efforts?

4. What is social fundraising?

5. Your Network:
your personal
network
Your network’s network:
your board’s network + your
coworkers’ network, etc…
YOU
How many people do YOU know?

6. Your
champion
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
90%
of decision makers say
they never respond to
cold outreach
Decision makers ignore cold outreach
Your prospect
Your
donor
X
X
X
Your
fundraisers

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This approach is all
about building
relationships that will
make your fundraising
efforts more
successful.

8. What is social fundraising?
Social fundraising proactively
leverages relationships and insights
to find the right people and
secure connections.
Social fundraisers drive relationships.

9. Billions
of professional
relationships
400M+
members
2B+
member
updates
per week
The people you want to talk to are on LinkedIn

10. More charitable than you might think
Our members:
http://mashable.com/2014/09/18/social-media-charity/

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LinkedIn: The WayIn

12. How can LinkedIn Sales Navigator
play a role in fundraising?

13. How can you build fundraising relationships?
Find the right connections to build strategic
partnerships
Target foundations and corporations to
develop meaningful relationships
Engage and manage existing donor
relationships
Leverage your board’s relationships
efficiently
Drive strategic partnerships
Establish institutional connections
Cultivate existing relationships
Leverage board connections

14. How can you use Sales Navigator?
Use unlimited search to find the right
connections, decision makers and champions
Stay up-to-date with the most relevant
information being fed directly to you
Engage directly on LinkedIn through InMail
and introduction
Find the right people
Get the right information
Send the right message
1
2
3

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1
Decisions involve more people than ever.
A recent study reveals that there are on average 5.4
people involved in making a decision to partner with
another organization.
How do we find them all?

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Find the right people
1) Search by:
• Company
• Location
• Title
• Keywords
• Role
• Seniority level
• And much more*
*Dozens of different search
filters available in Sales
Navigator to refine your
search
1

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90% of decision makers say they never respond to
cold outreach.
How do I ensure my message is well received?
2

18. Narrow your search with the right information2

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Leads sourced through warm introductions
are 46% more likely to secure funding and
lead to 13% higher average donation.
How do we build trust?
3

20. Tailor your message to the individual3
40% response rate* if
common connection is
mentioned
80% response rate* if the
common connection knows
your prospect well and can
make an introduction
People give
to people they know

21. Summing that all up
LinkedIn Sales Navigator can be used by nonprofits to:
 Drive strategic partnerships
 Establish institutional connections
 Cultivate existing relationships
 Leverage board connections
How?
1. Find the right people
2. Get the right information
3. Send the right message

22. Autism Speaks
Muscular Dystrophy Association
Case studies:

23. Autism Speaks

24. Tom Murphy, Director of Corporate Partnerships
Autism Speaks

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The Issue:
Autism Speaks was having difficulty identifying
champions at prospect companies

26. Autism Speaks by the numbers
Most connected
companies
# of employees
connected to
% of employees
connected to
% of Autism Speaks employees
with Profile viewed
Number of companies Autism
Speaks is connected to
Unique 1st degree connections of
Autism Speaks employees

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Autism Speaks - road into Deloitte
112 employees at Deloitte have included Autism as a cause in their LinkedIn profile
Liana Smith
Liana Smith
Liana Smith

28. Muscular Dystrophy Association

29. Christina Alvarez-Perry, National Vice President
Distinguished Events
Muscular Dystrophy Association

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Evaluation:
What were you hoping to achieve using LinkedIn?
1

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New business prospecting is evolving
We needed new ways to get in the door.
Sales Navigator helped us find and start to leverage
the connections our coworkers, board members, and
friends had.

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Implementation:
How did you get started?
2

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Investigated, learned, and decided to pilot
1) Heard about success using LinkedIn
Sales Navigator for sales
prospecting
2) Found out LinkedIn had a dedicated
nonprofit team! They help nonprofits
use Sales Navigator for
development
3) Discussed internally and decided to
launch a pilot with 25 members of
the team
4) Used the support, training, and
consultation of the LinkedIn
nonprofit team and learning
resources to drive adoption
5) Track success through metrics
provided
?

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Trouble shooting:
What have been some of the biggest challenges?
3

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Need ownership and commitment to adoption
Created a simple contest to drive adoption. Team was
given these instructions:
1) Find the right people
• Find 2nd degree connections (In other words you
know a guy that knows a guy…)
2) Engage via InMail
• Send at least 10 InMails to 2nd degree
connections
3) Points scored for:
• InMail response
• Phone call or in-person meeting
The team member with the most new appointments
wins!

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Success:
Do you have any wins you can share?
4

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Early stage successes we’ve seen
For one team member, over 1 month…
20 InMails 5in-person meetings
Led to
$sponsorship
of a MDA event &
potential for year
round
engagement
“I sincerely appreciate the opportunity to be involved in the Sales Navigator
pilot program, I use it every day and it has greatly helped my role as a the
Director of Business Development!”

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• The best fundraisers proactively leverage their relationships and
insights to find the right people and secure connections.
• Sales Navigator is appropriate for teams looking to formalize their
fundraising strategy around better leveraging their board, relationships,
and insights as a part of their development process
• Sales Navigator is a platform designed to give fundraisers the ability to:
1. Identify the right people
2. Stay on top of real time updates
3. Leverage relationships and engage directly with warm
introductions
Summing it all up:

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Other LinkedIn resources for nonprofits
 Find employees
- 50% off a full time job posting
 Find board members / volunteers
- 90% off a job posting for a volunteer
or board member
 General resources
- Case studies, tip sheets
 Advanced search – great free tool
nonprofit.linkedin.com
Email us if you are looking to purchase solutions for your organization –
nonprofitsolutions@linkedin.com