Creating An Effective Nonprofit LinkedIn Marketing Strategy
LinkedIn can be a valuable platform for nonprofits to connect with potential donors, volunteers, and partners. In this guide, we’ll walk you through effective strategies that nonprofits can use to effectively market themselves on LinkedIn.
Before we jump in, be sure to check out our Book;
Effective Social Media Marketing for Nonprofits, Charities, and NGOs.
1. What Nonprofits Should Avoid on LinkedIn
LinkedIn is meant to connect with others and to learn. As we mention in our book, we don’t believe it is helpful for Nonprofits to constantly share posts that they need help on any social platform. Certainly not on LinkedIn.
You have unique insights. Educate people. Build goodwill and your messages will reach many more people and you’ll be able to plant a ton of seeds. People will see you as an authority and will support your cause when they’re ready to.
Even more importantly, you’ll be growing the awareness of the entire niche instead of fighting to get donations from the same ‘share of wallet’.
Example:
If you’re fighting plastic pollution, don’t just post on LinkedIn that you need donations, educate people about why plastic pollution occurs, what people can do, and what others are doing. People will remember you as an authority, they will check out your cause, and your messages will be shared a lot more. Helping you to reach a wider audience.
Here’s how this strategy looks like:
2. Get all stakeholders involved on LinkedIn
Stronger together.
Especially if you’re a Nonprofit and especially on LinkedIn.
You can work hard to set up and optimize your Nonprofit LinkedIn account and be consistent at sharing posts, but you will never be as strong as when you manage to get your employees, volunteers, people impacted, and people that share the same vision to work together and make an impact.
Using the plastic pollution example again:
Imagine having a social media manager creating LinkedIn posts on her own.
Imagine having your on-site volunteers creating content and sharing that on their own LinkedIn profiles and tagging you.
This is just one example. You can take it much further!
At the core, it’s important to understand the power of getting people that share a mission together and spreading the word.
Become an educator and enabler to those people. They most likely want to help but they might not know exactly how they can help best. Empower and inform them. Provide them with tips and tools. Encourage and thank them.
3. Set up your Nonprofit’s LinkedIn Goals
It’s important for any organization to set clear goals, but even more so for Nonprofits.
Why? Because Nonprofits often have multiple goals for multiple groups. You’re often times trying to get donations, volunteers, big donors, etc. If you don’t write down your goals, it’s going to be difficult to plan your posts.
Example:
If you know you’re looking for donations and volunteers in the next quarter, you know what type of posts you want to create and you’ll be able to look back and see how your LinkedIn marketing efforts have helped.
Yes, you should be educating and not constantly asking for support. But understanding that you need more volunteers will shape your LinkedIn strategy. You might want to thank volunteers more often, highlight them more, share how they’re having an amazing impact, and let people know where they can sign up to volunteer.
That is different from saying; ‘we need help, click here to volunteer’.
Be sure to set up yearly and quarterly goals. Focus on what you’re really trying to achieve and try to break it down into how much input you will need.
For instance:
- Grow Linkedin following by 10% in Q1
- Post 3x a week
4. What LinkedIn post type and formats should you be creating?
Your nonprofit might want to spice things up and engage your audience in different ways. LinkedIn allows you to create posts in various ways. Get inspired by the different ways you tell your story on LinkedIn:
LinkedIn Post Formats
LinkedIn allows you to create updates in the following formats:
- Text posts;
- Text + image(s);
- Text + video;
- Text + slides;
- Long-form content;
- Events;
- Polls;
- Livestreams;
Plenty to choose from and you certainly don’t have to create your posts in all possible formats. Choose the ones that you’re comfortable with to build up momentum. After a while, you can step a bit outside of your comfort zone and try different formats.
Next to the different formats, you can also switch things up with different types of LinkedIn posts. Consider for instance adding the following post types to your mix.
LinkedIn Post Types
- Ask a question;
- Opposing views;
- Confrontational;
- Anecdotal ;
- Statistics;
- Fill in the ….;
- Jokes and memes;
- Giveaways and contests;
- Infographics;
- Surveys and polls;
- Quotes;
Pretty cool, right?
5. Optimize your organization’s LinkedIn profile:
Make sure your organization’s profile is up to date, with a clear and concise description of your mission and the work you do.
- Use relevant keywords to help your organization show up in search results.
- Complete all sections of your company profile, including the “About” section. This will help give visitors a comprehensive understanding of your nonprofit and what you exactly do.
- Use keywords in your company profile. This will make it easier for people to find your profile when searching for specific terms on LinkedIn.
- Use LinkedIn’s company page analytics to track your profile’s performance and make improvements based on the data.
- Add a banner image: A banner image is a great way to showcase your brand and make your profile more visually appealing.
- Encourage employee engagement: Encourage your employees to create their own LinkedIn profiles and connect with your company page. This can help increase your company’s visibility and reach on the platform.
6. Create / Join LinkedIn Groups
LinkedIn groups are a great way for nonprofits to connect with others in their industry and build a community around their cause. Here are some ways that nonprofits can use LinkedIn groups:
- Engage with other organizations: Join groups related to your cause and engage with other organizations and individuals working on similar issues. This can help you learn from others in your field and build partnerships.
- Engage with followers: Engage with members of your LinkedIn group by responding to comments and questions, and encouraging discussion around topics related to your mission.
- Solicit feedback and ideas: Nonprofits can use LinkedIn groups to solicit feedback and ideas from their stakeholders, including donors, volunteers, and other organizations. This can help nonprofits stay attuned to the needs and concerns of their audience and improve their work.
7. Think beyond LinkedIn
Even though this guide is about how Nonprofits can become more effective with their LinkedIn marketing efforts, it’s worth mentioning that you should always look beyond the social media platform. For two reasons:
- Share your LinkedIn marketing learnings with other departments. If you see that a post has been doing a lot better than usual, let your SEO, Email Marketing, etc. team know so they can use a similar approach / messaging for their campaigns.
- You don’t want to have all your eggs in one basket. Social media platforms change. You can reach a large audience on a platform one day and it can decrease by a lot the other. Or, the platform can shut down all together.
Always keep one eye out on your Nonprofit Marketing Strategy as a whole. Learn and leverage, multiple disciplines but never rely too heavily on one.
FAQ
What Is a Nonprofit LinkedIn Marketing Strategy?
A nonprofit LinkedIn marketing strategy involves using LinkedIn to promote a nonprofit organization’s mission, engage with potential donors and volunteers, network with professionals, and share relevant content to raise awareness.
How Can Nonprofits Benefit from a LinkedIn Marketing Strategy?
Nonprofits can benefit by reaching a professional audience, enhancing their credibility, connecting with industry leaders, leveraging LinkedIn for fundraising, and recruiting skilled volunteers or employees.
What Types of Content Are Effective for Nonprofits on LinkedIn?
Effective content includes posts about the nonprofit’s impact, success stories, volunteer experiences, upcoming events, thought leadership articles, and updates on current projects or campaigns.
How Can Nonprofits Use LinkedIn Groups to Enhance Their Marketing Strategy?
Nonprofits can use LinkedIn Groups to engage in discussions related to their cause, network with like-minded professionals, share expertise, and build a community around their mission.
What Role Does Storytelling Play in a Nonprofit’s LinkedIn Strategy?
Storytelling plays a key role by humanizing the nonprofit’s work, sharing compelling narratives about those they help, and creating emotional connections with the LinkedIn audience.
How Important Is Regular Posting and Engagement on LinkedIn for Nonprofits?
Regular posting and engagement are crucial to maintain visibility, keep the audience informed and engaged, and build lasting relationships with followers, donors, and volunteers.
Can LinkedIn Advertising Be Beneficial for Nonprofit Organizations?
LinkedIn advertising can be beneficial, especially for targeting specific professional demographics, promoting events, or driving specific calls to action like fundraising or recruitment.
How Can Nonprofits Measure the Success of Their LinkedIn Marketing Efforts?
Success can be measured through engagement rates, growth in followers, the quality of professional connections made, website traffic referrals, and the achievement of specific campaign goals.
What Best Practices Should Nonprofits Follow on LinkedIn?
Best practices include maintaining a complete and updated LinkedIn page, sharing high-quality and relevant content, engaging with followers through comments and messages, and using LinkedIn insights to refine strategy.
How Can Nonprofits Leverage LinkedIn for Volunteer and Staff Recruitment?
LinkedIn can be leveraged for recruitment by posting job and volunteer opportunities, showcasing the organization’s culture and impact, and using LinkedIn’s networking tools to reach potential candidates.
How Can Nonprofits Use LinkedIn for Networking and Partnership Development?
Nonprofits can use LinkedIn to connect with potential partners, industry leaders, and other organizations, facilitating collaboration, resource sharing, and joint initiatives.
What Is the Importance of a Strong LinkedIn Profile for Nonprofit Leaders?
A strong LinkedIn profile for nonprofit leaders establishes credibility, showcases expertise and accomplishments, and serves as a point of connection with supporters and other professionals.
Can LinkedIn be Used to Highlight a Nonprofit’s Advocacy Work?
Yes, LinkedIn can be used to highlight advocacy efforts by sharing relevant content, updates on policy work, articles on key issues, and engaging in discussions with a professional community.
How Effective Are LinkedIn Articles for Nonprofit Thought Leadership?
Publishing LinkedIn articles is an effective way for nonprofits to establish thought leadership, offering insights on industry trends, challenges, and the impact of their work.
What Are Some Tips for Creating Engaging LinkedIn Content for Nonprofits?
Tips for engaging content include focusing on storytelling, using compelling visuals, incorporating data and impact metrics, and encouraging interaction through questions or calls to action.
How Can Nonprofits Use LinkedIn Features Like Endorsements and Recommendations?
Endorsements and recommendations on LinkedIn can build credibility and trust, showcasing the skills and strengths of the nonprofit’s team and the effectiveness of their work.
Can LinkedIn Live and Video Content Enhance a Nonprofit’s Marketing Strategy?
LinkedIn Live and video content can significantly enhance engagement, offering dynamic ways to share stories, host discussions, and provide updates to a broader audience.
How Can Nonprofits Ensure Their LinkedIn Content Aligns with Their Overall Branding?
Ensure content aligns with branding by maintaining a consistent tone, style, and messaging that reflects the nonprofit’s values and mission across all LinkedIn posts and interactions.
What Role Do LinkedIn Analytics Play in Refining a Nonprofit’s Marketing Strategy?
LinkedIn analytics provide valuable data on post performance, audience demographics, and engagement trends, helping to refine content strategy and target communications more effectively.
How Can Nonprofits Encourage Their Supporters and Volunteers to Advocate on LinkedIn?
Nonprofits can encourage supporters and volunteers to share their experiences, participate in campaigns, and post about the organization on their personal LinkedIn profiles, expanding reach and authenticity.
How Can Nonprofits Use LinkedIn Polls to Engage Their Audience?
Nonprofits can use LinkedIn polls to engage their audience by soliciting opinions on relevant topics, gathering feedback on initiatives, or sparking discussions around issues related to their mission.
What’s the Best Way to Showcase Impact and Success Stories on LinkedIn?
Showcase impact and success stories by sharing detailed posts with photos, videos, or infographics that highlight the achievements and real-life stories of those impacted by the nonprofit’s work.
How Can LinkedIn’s Advanced Search Feature Aid Nonprofit Marketing?
LinkedIn’s advanced search can aid marketing by allowing nonprofits to identify and connect with potential donors, partners, and industry experts, expanding their network strategically.
What Are Effective Strategies for Hashtag Use in Nonprofit LinkedIn Posts?
Effective hashtag strategies include using relevant, popular hashtags related to the nonprofit sector, as well as creating unique hashtags for specific campaigns or events for better discoverability.
Can Nonprofits Leverage LinkedIn for Global Outreach and Engagement?
Yes, LinkedIn’s global platform allows nonprofits to reach and engage with an international audience, sharing their cause and connecting with supporters and partners worldwide.
How Important Is Consistency in Messaging Across LinkedIn and Other Platforms?
Consistency in messaging across LinkedIn and other platforms is crucial for brand coherence, ensuring that all communications align with the nonprofit’s values and overall marketing strategy.
What Types of LinkedIn Content Can Drive Donor Engagement and Contributions?
Content that can drive donor engagement includes compelling narratives about the nonprofit’s work, testimonials from beneficiaries, impact statistics, and direct calls to action for donations.
How Can Nonprofit Leaders and Staff Personalize Their LinkedIn Activity to Benefit the Organization?
Nonprofit leaders and staff can personalize their LinkedIn activity by sharing their professional insights, experiences working with the nonprofit, and participating in relevant discussions to enhance the organization’s visibility and reputation.
What Are the Risks Nonprofits Should Be Aware of When Marketing on LinkedIn?
Risks include misalignment with professional audience expectations, over-promotion leading to disengagement, and potential privacy concerns when sharing sensitive information.
Can LinkedIn Groups be Utilized for Specialized Nonprofit Campaigns?
LinkedIn Groups can be utilized for specialized campaigns by creating or participating in groups focused on specific themes, enabling targeted networking and promotion of the nonprofit’s initiatives within niche communities.
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