LinkedIn has grown into one of the most popular social media sites for individuals to make connections and build their networks. Although at times it may seem like only big businesses or recruiters use LinkedIn, it also offers plenty of great tools for nonprofit organizations. In fact, LinkedIn can help your nonprofit extend your marketing efforts and drive growth.
|Make a company page for your nonprofit like Network for Good had done on LinkedIn.
It all begins with your company page. A LinkedIn company page showcases your nonprofit’s cause, benefits, events, and services while sharing relevant news and information that your donors might not find on their own. Plus, your followers have the opportunity to share your content and extend your organization’s reach. Here’s how to get started:
1. Create your page
If your organization doesn’t have a company page, create one now! Follow these steps to quickly set up your page. Make sure you add a header image, logos, a detailed description about your nonprofit and the community or industry you serve, a website link, and featured groups.
2. Maximize your presence
Add products and services to your page such as your fundraising events, partnership activities, training programs, or volunteer opportunities. Once you’ve created your products and services section, ask your connections to recommend them through the tools offered by LinkedIn—it’s easy. Having recommendations on each of your events, products, and services will allow prospective donors to see who’s finding value in your organization.
3. Engage your followers
When posting updates to your company page, make sure you’re following best practices to create content your followers will read, comment on, and share.
Use images: According to LinkedIn, posts with images have a 98% higher comment rate, so don’t skimp.
Include links: Posts with links to other content have twice the engagement rate than posts without.
Add videos: Adding a video to your company page update can result in a 75% higher chance of that update being shared by your followers.
Post frequently: Organizations that post 20 times per month reach at least 60% of their audience. That works out to about one post per business day.
4. Attract more followers
First, invite your donors and connections to follow your company page. Explain that you’ll be providing valuable content and updates, making it easy for them to stay informed. This will give your current followers a reason to share your content with their connections, providing your organization with exposure to a greater audience and the opportunity to gain new followers. You can always view who is following your company by clicking on the number of followers near the top of your page. Second, try experimenting with sponsored updates to reach additional new followers. Be sure to try the great segmentation tools LinkedIn provides to help you reach your target audience. Last, add a LinkedIn icon to your website and email signatures and link the icon to your company page.
5. Make it part of the big picture
It’s important to think about LinkedIn when creating your communications plan. It should include updating your company page and seeking connections. Remember, the goal is to use LinkedIn to provide information your donors will be likely share with their networks, which includes prospective donors.
For even more information about how your nonprofit can network with social media, download “The Social Media Mini-Guide for Nonprofits.” For tips on how you can take advantage of the networking tools offered by LinkedIn, download a free copy of “4 Simple Steps to Growing Your Membership with LinkedIn.”
DJ Muller is president and founder of WebLink International, the creators of WebLink Connect™ the innovative, insightful and intuitive association management software with superior customer support. Learn more at weblinkinternational.com.