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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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