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Giving for GoodPlanned Giving Council
D. B. Wienke, CEO
Premium For CEOs
101Basics
201Elevate your Non Profit’s Awareness
301Advanced Use Board, Donors
4
User since 2003 – 2008
User since 2008 – 2012
User since 2013 – present
Quick Poll:
LinkedIn with PGC of PBC
5
Non Profits Stats
500M+Members across the globe
LinkedIn is the world’s
largest professional network
25 million members
are “following” their
favorite nonprofits
on LinkedIn
6 million Nonprofit
Members are using
LinkedIn to build their
brand and network of
supporters
What’s the difference?
7
Social & CasualFriends,
Family
Public
Communications
Anyone who will
listen
Professional
Network & Brand
Professionals,
Colleagues
Audience Composition?
8
2.4 billion
20s
30s
Female
250 million
20s
30s
Adults
550 million
40s
CXO
Professionals
Colleagues
Demographics Education
Purely professionals
F500; SMB most active
Morphed from Job Board
Average age is 44
55% Male; 45% Female
75% Advanced degree
GraduateDegree
CollegeDegree
None
75%
LinkedIn User
Source: LinkedIn
Strengthen Your
Professional Profile
Build& Engage Your
Network
Build Your Organization’s
Brand
The Basics defined
12
Optimize Your Professional Brand
14
1Headline
2Summary
3Experience
101 Basics – LinkedIn profile
ORGANIZATION NAME 16
#1
#2
#3
(crucial)
ORGANIZATION NAME 18
What I do = Social Media
What results you get = Helping You Find Extraordinary Prospecting Results
Bonus = and Warm Referrals
19
Profile: 101 Basics
Adding a photo makes
your profile 11x more
likely to be viewed
20
Profile: 101 Basics
Writing
Headline Samples
Funding Biotechnology’s
Future through External
Partnerships
Combatting Human
Trafficking for Once and
For All with Legacy Giving
21
Profile: 101 Basics
Write a summary as your
personal mission
Experience: what you’ve
accomplished
22
1Connect with Volunteers
2Engage Board
Members
3Recruit Donors
& Legacy Givers
Build your network strategically
The power of your network
FriendColleagueAttorneyClient
Your Account
The power of your network
FriendColleagueAttorneyClient
COI ProspectProspectCOI
Your Account
COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI
© 2012 The Oechsli Institute. All Rights Reserved.
The power of your network
FriendColleagueAttorneyClient
COI ProspectProspectCOI
Your Account
COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
3rd
Degree
© 2012 The Oechsli Institute. All Rights Reserved.
2828
Industry Connectedness 1stDegree CXO Connections
Network: Get access to new philanthropic donors by
joining groups
29
Network: Get into the conversation by sharing and
commenting on interesting content
29
Basics 201 Elevating Awareness of Your NonProfit
31
1Create a
‘Company’ Page for your Non
Profit
3Leverage
Networks to Find
Members and
Volunteers
Basics 201 Build your online community – and use it wisely
2Connect with
Volunteers, Board
Members
We have a Company page.
We do. But could use some work.
We don’t have a Company page.
Quick Poll:
LinkedIn with PGC of PBC
32
33
Company Page: First, add or claim your company page
34
Company Page: Make it come alive by adding a logo, photos, and compelling content
Be sure to add your logo so
people can easily find & recognize
your organization.
35
36
Company Page: A great nonprofit company page is inspiring, informative, alive
Over 165k nonprofits have a
company page on LinkedIn
We use LI for brand awareness.
We use LI for blogging.
We recruit for donations.
Quick Poll:
LinkedIn with PGC of PBC
37
Basics 301 Advanced Use (planned giving)
39
“A blog is probably
the most effective
way to drive
potential clients to
your (virtual) door.”
40
Blog:
Create a
“Ask”
Cost-Effective Campaign options
43
Encourage your supporters and staff to ‘Follow’ &
add your organization to their profiles
44
Basics 301: Recruit And Target, Target, Target professionals
1. Click on Advanced
Search
2. Select whom you’re
looking for
3. Get even more specific
to find the perfect
matches
PGC Takeaways Basics 101 Basics 201 Basics 301
Optimize
profile
Optimize
Company Page
Advanced
Make
connections
Add visuals Branding
Post updates Announce
Events
Recruiting
Thought
Leadership
Social
Fundraising
Blog
Your titleWhat We Do – D. B. Wienke
Blog
Specif
ic
Request
s
Optimize Profiles, Pages
Campaigns
Every employee, volunteer, board involved.
Win big and be active.
Check list
Drive strategic partnerships.
Effective blogs
47
Social fundraising campaigns
Leverage connections into fundraising discussions.
Coaching sessions
for NPs who desire
to leverage
LinkedIn, my
workbook is
included150 pages
