Using LinkedIn to Secure Pro Bono Talent

Find The Right Talent For All Of Your Pro Bono Needs

LinkedIn ©2013 All Rights Reserved© Taproot Foundation 2012

For Pro Bono

© Taproot Foundation 2012

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The number one reason cited by nonprofits for not using more pro bono is “not knowing how to find quality pro bono resources.”

1 Taproot Foundation and Board Source, 2011 Nonprofit Leader Survey (unpublished data).

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Taproot has partnered with LinkedIn for Good to make it easy for you to find the pro bono resources you need.


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FIND PROFESSIONALS ON LINKEDINLooking for a particular skill set? Interested in building relationships with pro bono volunteers from a particular company or industry? LinkedIn’s advanced search feature makes zeroing in on the exact talent

you need easy.

A strategy consultant to help build your 3-year plan

A part-time accountant to maintain your books

A graphic designer to create a new logo


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LINKEDIN MEMBERS + SERVICE

78% donated time or money in the last 12 months 76% would be open to virtual volunteering

opportunities if they used their specific skills and talents

LinkedIn’s members have a desire to serve – they are just waiting to be asked!


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IN THIS PRESENTATION

Learn to use LinkedIn to identify the right talent for your pro bono projects

− Find individual pro bono volunteers− Discover connections to organizations and

companies that provide pro bono services− Vet potential pro bono consultants


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THE PRO BONO PROCESS

LinkedIn is designed to help you secure pro bono resources

That is, LinkedIn helps you to find the talented professionals you need by allowing you to connect with people already in your network.

SCOPE SECURE MANAGE

Process from:


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BEFORE SECURING PRO BONO

You need to have a clearly defined scope of work− It’s a good best practice to review your scope with a

knowledgeable professional to confirm you are on track. − Unclear on what it is you need to begin with? Plan for a longer

meeting with a relevant professional – 90 minutes at a minimum. Start with the “pain” you’re feeling and narrow to a specific scope together.

− Already have a scope? Ask someone to review – a good bet is a board member with relevant experience.

− You can also ask for 30 minutes of “speed pro bono” and get an outside professional’s opinion.

You need to have a sense of the kind of skills you are looking for− Get specific! For example, a graphic designer and a

market analyst have very different skills, but both might be considered part of the marketing profession.


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USE LINKEDIN TO…

1. Find connections to individuals2. Find connections to other providers3. Vet potential pro bono volunteers4. Recognize pro bono volunteers


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CONNECT WITH INDIVIDUALS

LinkedIn can help you connect to the talent you need – including individuals that might otherwise be overlooked

Search based on a specific profile− Keyword− Industry− Geographic location− Current or past employer

Quickly see how closely you are connected to them Request a specific introduction from your shared

friend or colleague


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CONNECT WITH OTHER PROVIDERS

Looking to secure pro bono support from a specific provider of pro bono?− Corporations− Professional service firms− Intermediaries− Trade associations− Schools

Use LinkedIn to find a connection to your pro bono provider of choice and turn your cold call into a warm introduction.


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CONNECTING WITH A CORPORATION

► Approach a functional contact (that is, someone in the marketing, finance, or strategy department, etc.)

► Approach the corporate responsibility or grantmaking team

► See if your board members have a connection – they might be able to provide an introduction

► Formulate your “ask” like you would any other request: start with a brief description of need, share your scope document, explain why you’ll be a great pro bono client, and clearly tie the project to your mission

CONNECTING WITH AN INTERMEDIARY

► Gain an understanding of the application or intake process

► Ask how they scope projects, meaning do they have a set catalog or do they accept open-ended requests?

► Inquire about the screening process for the consultants you’ll be working with

► Ask about the resources you are expected to contribute (both financial and human capital)


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CONNECTING WITH A SCHOOL

► Ask about internships and group projects – are they seasonal? Can students apply for credit? What’s the recruiting process?

► What are examples of recent projects that were done by students?

► Can you host more than one intern at a time?

► Do certain courses offer pro bono service as a part of class requirements?

CONNECTING WITH TRADE ASSOCIATIONS► Is there a formal intake process?► Do they offer access to their network of

professionals if they don’t manage applications themselves?

► What are some examples of past projects and which organizations received support?


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VALIDATE CONSULTANT SKILLS

Find the perfect volunteer among a page of search results by screening for the best possible match:

► How closely are you connected to them?► What’s their job history? ► Do they seem qualified for the work you need done?► Do they have a demonstrated commitment to

volunteer work or causes?► Any group associations that suggest they’ll be

passionate about your organization or project area?► Do they list relevant skills? Are they endorsed for

those skills? (see next slide)


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VALIDATE CONSULTANT SKILLS

The Skills & Expertise section allows you to review a potential consultant’s relevant skills – and see if they’ve been “endorsed” by colleagues and friends.


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RECOGNIZE AND REWARD

You already know the importance of saying “thank you” to your volunteers. Why not do it publicly?1. Encourage your pro bono consultants to list their

work with your organization on their profile.− Have them list the work as they would any paid

engagement in Experience section− In addition, suggest listing your organization in the

Volunteer Causes & Experience section2. Endorse their work by writing a recommendation

that is visible on their profile3. Was the project something public like an annual

report or website? − Suggest the volunteer list the final product on their

LinkedIn profile in the Projects section.

(See examples on the next slide)

3 WAYS TO SAY “THANK YOU” TO YOUR ALL-STAR CONSULTANTS


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RECOGNIZE AND REWARD

2. Experience

3. Projects

Pro Bono Branding Consultant

1. Volunteer Experience & Causes

Recognize volunteers after they’ve completed project work by encouraging them to talk about the work on their LinkedIn profiles.

Pro Bono Video Creation

Pro Bono Marketing Consultant


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SEARCH LIKE A PRO

1. Decide who you are looking for2. Use advanced search3. Screen for best match


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WHO ARE YOU LOOKING FOR?

You need…an online marketing pro to update your website messaging and digital presence

Marketing/advertising

From a specific company

With SEO experience

In New York City area

Find them by…using filters to guide your search – all found on LinkedIn’s (free) Advanced Search Tool

Industry

Company

Keyword

Location


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USE ADVANCED SEARCH

The Advanced Search Tool allows you to search for your exact target


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REVIEW THE STRENGTH OF MATCHES

► The best volunteers will have the highest social capital – meaning the strongest ties to you or your organization− Look for the number of shared connections – the more the

better− 1st and 2nd degree connections are the best bet – that

means you know them directly (1st) or they are a “friend of a friend” (2nd)

► Lots of volunteer work usually means a proud and committed volunteer

► Look at their groups and associations. Do you share an alumni connection? See a passion for certain causes? Shared interests are an added bonus.


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REVIEW THE STRENGTH OF MATCHES


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WHY DOES SOCIAL CAPITAL MATTER?

It happens on nearly every project – at some point, the work gets hard or other priorities come up. A consultant’s commitment to the project is tested. Social capital is what keeps a pro bono volunteer on-

board, even if the project gets hard Examples of social capital

− They’ve volunteered with your organization before− They work for your board member, who asked them to

take on the project− You are personal friends with them or have mutual friends− They signed up through a matching service and

completed an application to participate Choosing a consultant with high social capital at the

start ensures you won’t lose them partway through


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GET STARTED

Check out LinkedIn’s Advanced Search Feature

http://www.linkedin.com/search?trk=advsrch

Learn more ways to use LinkedIn for your nonprofit− Engage with supporters− Create a company page− Build your brand− Join a LinkedIn group

http://nonprofits.linkedin.com/






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This presentation was created in partnership with LinkedIn for Good.

The mission of LinkedIn for Good is to connect the talent and passion of professionals with opportunities to use their skills to make a positive impact on the world. We thank them for their support of the pro bono movement.

Self Improvement

Using LinkedIn to Secure Pro Bono Talent