LinkedIn: A Powerful Tool for Nonprofits

1

LinkedIn: A Powerful Tool for Nonprofits

National Philanthropy DayAFP, NY, Westchester ChapterNovember 16, 2011

Marc Halpert, Maria Semple, Geri Stengel

2

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

3

The Lay of the Land

4

Get Introductions

Nonprofits Small Businesses Power Users23% 43% 52%

Source: Online Marketing Best Practices Among Small Businesses and Nonprofits: A Survey Conducted by Ventureneer

5

LinkedIn

Nonprofits Small Businesses

Power Users

Use 51% 70% 80%Very Effective Rating

11% 15% 39%

Source: Online Marketing Best Practices Among Small Businesses and Nonprofits: A Survey Conducted by Ventureneer

6

Your Whole Organization Needs to Look Its Best: Especially You

7

Goal: How to Make LinkedIn Tell Others

WHYWHYYOU!YOU!

8

9

10

11

12

13

14

15

16

17

Keywords in Summary, Specialties, and Experience sections

http://www.LinkedStrategies.com/linkedin-keyword-optimization

18

19

20

21

22

23

24

25

26©Marc W. Halpert | All rights reserved | www. connect2collaborate.com | www.linkedin.com/in/marchalpert | Sep 2011

Volunteer Experience & Causes

27

Free LinkedIn Apps

28

Just Some of the Free LinkedIn Apps

29

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

30

Make a Company Profile Page

31

32

To learn more about company profile pages for nonprofits, see:http://connect2collaborate. wordpress.com/why-linkedin-company-pages-matter-to-non-profits/

33

Finding What You’re Looking For

34

Several Ways to Prospect

• Using Advanced Search Feature• Mining Your First Degree Connections• Finding and Mining Groups

35

Search Box: Great for Mining

36

LinkedIn Advanced Search

37

Search Rutgers Graduates, Accounting, Within 25 Miles

38

Focus: 1st Degree Connections, 2nd Degree Connections and Members of My Shared Groups

39

Search Yielded 157 Results. YOURS different.

40

View Profiles of Interest

41

See How You’re Connected

42

Decide How to Connect

43

Save Your Searches! Puts LinkedIn on auto-pilot for You

44

Several Ways to Prospect

• Using Advanced Search Feature• Mining Your First Degree Connections• Finding and Mining Groups

45

Your First Degree Connections

46

Peruse List – Find Opportunities for Intro

47

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

48

Several Ways to Prospect

• Using Advanced Search Feature• Mining Your First Degree Connections• Finding and Mining Groups

49

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!

50

Animal Nonprofit Wants People Interested in Pets

51

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!

52

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)

53

Sample Group Profile

54

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

55

Mining Groups for 2nd Degree Connections

56

Case Study

57

58

59

60

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. – KevinYou 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

61

Building Relationships

62

Different Medium Same Rules

63

Other LinkedIn Uses

64

LinkedIn Today

65

Questions

66

Connect With Us

Name Social MediaGeri Stengel http://www.linkedin.com/in/geristengel

http://www.facebook.com/Ventureneerhttp://twitter.com/#!/ventureneer

Marc Halpert http://www.linkedin.com/in/marchalperthttp://www.connect2collaborate.com http://twitter.com/#!/marchalpert

Maria Semple http://www.linkedin.com/in/mariasemple http://www.facebook.com/TheProspectFinderhttp://www.twitter.com/#!/mariasempleText PROSPECT to 22828 for research tips.

67

LinkedIn Is Morphing

 learn.linkedin.com/nonprofits

By Sudhamshu

68