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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
National Philanthropy Day
AFP, NY, Westchester Chapter
November 16, 2011
Marc Halpert, Maria Semple, Geri Stengel
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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&A
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The Lay of the Land
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Power 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 Ventureneer
51%
11%
70%
15%
80%
39%
Use Very Effective Rating
Nonprofits Small Business Power Users
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Reasons for Use
7%
23%
14%
43%44%
52%
Research Database Get Introductions
Nonprofits Small Business Power Users
Power 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 Ventureneer
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Amount of Time Social Media Takes
Nonprofits Power Uses
44% Complain 2% Complain Power 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 Ventureneer
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Your Whole
Organization Needs to
Look Its Best:
Especially You
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Goal: How to Make LinkedIn Tell Others
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Keywords in Summary, Specialties, and Experience sections
http://www.LinkedStrategies.com/linkedin-keyword-optimization
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©Marc W. Halpert | All rights reserved | www. connect2collaborate.com | www.linkedin.com/in/marchalpert | Sep 2011
Volunteer Experience & Causes
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Free LinkedIn Apps
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Just Some of the Free LinkedIn Apps
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2 Really Powerful Apps for Multimedia Marketing Materials
•Requires audience to download it •Accepts multimedia •Notification if someone reviews it
•PowerPoint presentations only •No notification if someone reviews it
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Make a Company Profile Page
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To learn more about
company profile pages
for nonprofits, see:
http://connect2collaborate.
wordpress.com/why-linkedin-
company-pages-matter-to-
non-profits/
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Finding What
You’re Looking For
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Several Ways to Prospect
• Using Advanced Search Feature
• Mining Your First Degree Connections
• Finding and Mining Groups
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Search Box: Great for Mining
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LinkedIn Advanced Search
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Search Rutgers Graduates, Accounting, Within 25 Miles
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Focus: 1st Degree Connections, 2nd Degree
Connections and Members of My Shared Groups
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Search Yielded 157 Results. YOURS different.
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View Profiles of Interest
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See How You’re Connected
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Decide How to Connect
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Save Your Searches! Puts LinkedIn on auto-pilot for You
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Several Ways to Prospect
• Using Advanced Search Feature
• Mining Your First Degree Connections
• Finding and Mining Groups
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Your First Degree Connections
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Peruse List – Find Opportunities for Intro
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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 behalf
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Several Ways to Prospect
• Using Advanced Search Feature
• Mining Your First Degree Connections
• Finding and Mining Groups
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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!
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Animal Nonprofit Wants People Interested in Pets
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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!
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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)
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Sample Group Profile
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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 you
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Mining Groups for 2nd Degree Connections
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Case Study
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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” professionally
If you get a request such as:
Dear Marc W.
I'd like to add you to my professional network on LinkedIn. – Kevin
You 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. Halpert
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Building
Relationships
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Different Medium Same Rules
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Other LinkedIn Uses
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LinkedIn Today
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LinkedIn Is Morphing
learn.linkedin.com/nonprofits
By Sudhamshu
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Questions
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Connect With Us
Name Social Media
Geri Stengel http://www.linkedin.com/in/geristengel
http://www.facebook.com/Ventureneer
http://twitter.com/#!/ventureneer
Marc Halpert http://www.linkedin.com/in/marchalpert
http://www.connect2collaborate.com
http://twitter.com/#!/marchalpert
Maria Semple http://www.linkedin.com/in/mariasemple
http://www.facebook.com/TheProspectFinder
http://www.twitter.com/#!/mariasemple
Text PROSPECT to 22828 for research tips.
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