Bold statement alert! LinkedIn is the most underutilized social networks for nonprofits, particularly when it comes to major gift fundraising.
Despite boasting an impressive user base of 400,000,000+ people worldwide (122 million here in the U.S.) and a powerful suite of features (even for free users), many fundraisers and prospect researchers donโt (or donโt know how to) take full advantage of all it has to offer.
And thatโs a shame, because LinkedIn can be a powerful donor research and engagement tool.
In this webinar, you'll learn actionable tips you can start using immediately to take advantage of LinkedIn as a donor research tool.
7. Why LinkedIn?
400,000,000+ Worldwide
By the Numbers
124,000,000+ U.S.
12,000,000+ Canada
https://press.linkedin.com/about-linkedin
http://www.alexa.com/siteinfo/linkedin.com
#16 most visited site in the world
#12 most visited site in the U.S.
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18. Ethical Considerations
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"Donors have the right to access their files from your
donor database. So never put anything in your
database that you wouldn't want the donor to read. If
there are sensitive issues that need to be noted down,
I may include a line that says: โFor more information,
speak to Rory Green or reference the shared staff
driveโ"
Rory Green
21. Ethical Considerations
โAnonymous searching isnโt deception โ Itโs a privacy
setting. A LinkedIn user can limit how much of a profile is
visible to non-connections. If a prospect/LinkedIn user does
not wish to share their current information, he/she can hide
it.โ
APRA LinkedIn White Paper
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31. Advanced Search
Quotes (โ โ)
Parenthesis ( ( ) )
AND
OR
NOT
http://talent.linkedin.com/assets/Product-Pages/Training/TipSheet-BooleanSearching.pdf
โDirector of Developmentโ
Director AND Development
โMajor Gift Officerโ OR โMajor Gift Fundraiserโ
Development NOT Director
Director AND (โMajor Giftsโ OR โPlanned Givingโ)
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33. Contacting Prospects
LinkedIn InMail
Paid: $10/month - $100+/month
http://www.forbes.com/sites/georgeanders/2015/01/06/linkedin-reprices-premium-services-hoping-
users-wont-turn-furious/#42006d8c1106
https://business.linkedin.com/marketing-solutions/blog/l/linkedin-to-relaunch-sponsored-inmail-now-
with-100-deliverability
Response Rates: ???
Good Old-Fashioned Email
Free
Response Rates: Depends on your
track record
Are they a power user? Everybody uses email, but itโs crowded
Shared Groups?
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Bad rap: when social media meets a networking happy hour
Some odd features
But HIGHLY underutilized
May not be as sexy as Facebook, Twitter, Instagram, or Snapchat, but HUGE numbers
Lest you think theyโre all inactive, itโs the #12 most visited site in the U.S.
If you think your donors arenโt using it, youโre wrong
Better at organizing info than many other SM sites
Essentially online resume
----- Meeting Notes (2/17/16 15:01) -----
SM data opens up new can of worms on how to handle data
Is it ethical? If it's publically available?
Thankfully we have some guidance from APRA
Treat it with the same respect and dignity that you treat financial data
Both are public, but both deserve respect
Most social networks have strict terms of service to prevent abuse. Abide by these!
2 ways data can hurt YOU, not donor
----- Meeting Notes (2/17/16 15:09) -----
The other thing is, sometimes data hurts YOU, not the donor
Don't let your biases affect the relationship with the donor based on data you find
LinkedIn shows who viewed your profile, but you can hide it to be anonymous.
How does this fit in with the APRA guideline to identify?
Ethical, but you may even WANT people to know
Can make assumptions on name from most work emails
Show Nonprofit interests search
LinkedIn claims response rates in the 40 โ 50%, but results are unclear and varied
Depends on if prospect is โpower userโ or not.
Everybody uses email
Limited to 15/month (donโt spam!)
LinkedIn claims response rates in the 40 โ 50%, but results are unclear and varied
Depends on if prospect is โpower userโ or not.
Everybody uses email