It’s clunky, it needs a design update, it rarely gets referred to any more in articles about social media, but LinkedIn can be a valuable resource for nonprofits and other community groups and they should be using it regularly. Using even just the free features on LinkedIn will increase awareness about an organization’s work and it may lead to better board recruitment, more event attendance, more program participants and more donors, as well as greater awareness of progress among current supporters.
Here’s how your nonprofit or community program should be using the free features on LinkedIn:
- Your organization should have a profile on the site and should ask all of its employees, former employees, board members and other volunteers to link to it in their list of job and volunteering roles. Your organization should also ask all of these people to regularly “like” the posts by the organization, if they feel comfortable doing so (but emphasize it is NOT a requirement).
- Your organization should post public events to the LinkedIn events feature and then share these on the organizational profile.
- Your organization should post updates to its organizational profile on LinkedIn – just like you do on Facebook, but perhaps with a more formal tone. Remember: LinkedIn is a web site for professionals to talk about their work and expertise, not for cat memes.
- Your organization can ask employees, former employees, board members and other volunteers to share your organization’s LinkedIn status updates and to comment on such – but only if they feel comfortable doing so. Remind them that this is not a requirement and there will be no repercussions for not doing it (except for maybe your marketing manager!).
In addition, staff members can also join various LinkedIn groups and participate in such – but it’s their choice what they join and you should never ask them what groups they are on. But you can remind them that they should share info about your organization IF it’s on topic for whatever group they are on. These activities can further create awareness of the organization and a positive image.
You can also use the fee-based features on LinkedIn for paid roles. If you post a job, you ABSOLUTELY should reveal the salary in that posting. You can also use the job posting feature to post volunteering roles – I recommend using it for board member recruitment, but in such listings, making it clear that it’s an unpaid role, emphasizing the time requirements, and being explicit that not all applicants will be accepted.
I’ve been using LinkedIn on behalf of West Tuality Habitat for Humanity. I also used it some years ago to recruit board members for a cultural arts organization that funds nonprofits in the county where I live in Oregon. It has absolutely been worth the time investment – and most of the time, I’m just cutting and pasting info I’m already posting to Facebook or our web site – there’s been no need to create unique content. It takes seconds, not minutes, to keep info up-to-date on LinkedIn.
Is your nonprofit leveraging LinkedIn? How has it been working out for you?
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