BY MARC W. HALPERT
This is the second of two columns on how to get more results with LinkedIn. Previously, I discussed how businesses need to differentiate themselves to become sought-after potential business partners. This piece focuses on nonprofits.
In my LinkedIn coaching practice, I have been assisting professionals in nearly every industry and level of business experience for the past five years in rebranding themselves.
This includes nonprofits, which compete for donors and need to bring attention to themselves ”” just like business-to-business professionals. The staff, officers, board, volunteers and corporate sponsors have so much at stake to ensure the casual reader understands the need for fundraising for their specific cause. There”™s no better place than LinkedIn to make the case, especially since the income of LinkedIn members often exceeds that of other social media platforms. This is an opportunity that must be taken advantage of, but effectively and professionally.
Ӣ Executive directors and all personnel, internal and external, assisting the nonprofit must appear consistent with the mission.
Their personal profiles on LinkedIn must communicate a consistent, compelling call for action: Please donate time or money to help our cause. (See my previous article for ideas for personal profile building.) Conversely, research others on LinkedIn prior to the “ask” to make them know you have done your homework. Finding common ground this way will likely make the conversation more fluid.
Ӣ Build an audience before you need it.
Start investing the time now to build a professional corporate audience for your ideas, articles and opinions that reinforce the nonprofit”™s brand. Connect to decision- makers in the business community via LinkedIn so you can establish credentials, and leverage your existing connections to reach new people with whom you can build a rapport. It”™s easy and highly effective to refer and share the wealth of networking power on LinkedIn. Power users can help disseminate your message to a global audience, and the efficient messaging can supplement your donation volumes.
Ӣ Never use the default connection request language.
When seeking new relationships, make a tangible case so the target wants to connect with you. Remember that we are naturally suspect of requests for help from out of the blue, so build the connection request from the point of view of your reader. Be sure to personalize each connection request to explain what”™s in it for the reader, giving context based on how you are related to him/her or where you met. Make first impressions count.
Ӣ Troll the waters for new board members and volunteers using LinkedInӪs nonprofit tools at nonprofits.linkedin.com.
You can tap into the million-plus database of volunteers who have offered their pro bono services or seek a board position. These noble people are “low hanging fruit” for a nonprofit. LinkedIn also offers to nonprofits the same talent-finding tools and techniques that businesses use.
Ӣ Create a company profile page for your organization and populate it with articles, news, events and pertinent readings for supporters to want to follow you.
All staff, board members, volunteers and other friends should ask their business colleagues and connections to follow the organization”™s company profile page. Add an attractive banner to the top of the page and don”™t forget to call extra attention to upcoming events or fundraisers by creating a “showcase page” within the company page. These are easy to do and are worthwhile.
The power of networking coupled with electronic connectivity makes LinkedIn a required tool for nonprofits to master and use consistently as a marketing tactic. The professional business world has embraced LinkedIn. With additional education and by practicing these tips, the nonprofit sector can benefit as well.
Marc W. Halpert (linkedin.com/in/marchalpert) has started three companies, all of which he continues to operate. His third company, connect2collaborate.com, spreads his LinkedIn and networking message worldwide. He is based in Fairfield.
