linkedin communications for nonprofit leaders

LinkedIn Communications

for Nonprofit Leaders

Joe Kovacs, APRMarketing Director

September 27, 2012

LinkedIn Communications for Nonprofit Leaders

Nonprofit Roundtable of Greater Washington

Future Executive Directors Alumni

Goal-oriented Approach to LinkedIn• Goal #1: Networking• Goal #2: Public relations (branding)• Goal #3: Thought leadership (branding)• Goal #4: Job Search

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First…Build Your Profile!

• Work history, photo, education • Publications and certifications, skills and

expertise, recommendations• Social networks to which you belong• LinkedIn helps you complete your profile

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Goal #1: Networking

• Personal Connections

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Everyone relevant to your nonprofit’s goals (colleagues, friends, industry partners, volunteers and customers)Ongoing connections from meetings, networking events and partnerships




Goal #1: Networking

• Networking via SearchFind people you know and who you met at networking eventsSearch for individuals in particular categories (Premium account provides you with more filters)Search for companies—access to their employees that follow them

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Goal #1: Networking

• Networking via Search – Options1. Find people you know then connect with offline2. Leverage current LinkedIn connection to get

introduced to someone found through search3. Reach out to someone on LinkedIn through fee-

based InMail option

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Goal #1: Networking

• Network Management (I) Don’t accept strangers’ invitations without a

personalized introduction (don’t “follow” either) Scan/scroll through LinkedIn 2x - 3x a day “All Updates”: colleague activity (social media

champions?); groups your connections join; shares—what your connections are sharing

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Goal #1: Networking

• Network Management (II) Meet people through existing network (we use

during bidding process) LinkedIn relationships should mirror real-life

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relationships (don’t ask for inappropriate intros.)




Goal #1: Networking

• Network Management (III) Don’t try to take online connections offline too

soon without reason; new connections should get to know you through your posts/participation

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Goal #2: Public Relations (Branding)• Public Relations / Branding (I)

“Share an Update” messages—most basic Post articles and notes about your company, industry,

achievements, publications, events, congratulations notices, news

Share other people’s posts, comments, “Likes”

Frequency: 1x daily when possible; “Latest Activity” shows participation

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Goal #2: Public Relations (Branding)

• Public Relations / Branding (II) Share 5 pieces of valuable content for every

promotional item shared on LinkedIn Send LinkedIn mail to connections about events,

fundraisers or accomplishments but do so sparingly – don’t be aggressive!

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• Public Relations / Company Branding (I) Post mission and services—more people on

LinkedIn than any company’s website (visibility) Posts: news/announcements about nonprofit

(visibility); measure impressions, clicks, shares

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Place follow company button on website, electronic signature and on other social networks





• Public Relations / Company Branding (II) Personal vs. company posts—some identical, others

are specific to individual or company (Joe’s e.g.: PR) Drive traffic to your website (get more details) Followers learn about your work, achievements,

employment opportunities # of followers not a great metric, but if the # grows,

it reflects good visibility and positive perceptions

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Goal #3: Thought Leadership (Branding)

• LinkedIn Groups – Research and Join (I) Groups relevant to your industry or position Review discussion items and participate—ask

questions, respond with answers, post articles

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Become an influencer—begin conversation-generating discussions





• Nonprofit Groups - examples

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Nonprofit Professionals Jobs in Nonprofits Alliance for Nonprofit

Management Nonprofit Professionals

Forum BoardSource

Nonprofit Leadership Alliance

Philanthropy Network Nonprofit CEO Network Social Media for Nonprofit

Organizations





• LinkedIn Groups – Research and Join (II)

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Your connections know when you post a discussion item or response to a group

“Follow” as on Twitter—not a good idea; use LinkedIn for relationship-building connections





• Group management (I) People belong to groups for branding purposes

(visibility on their profiles) Options to receive ldiscussion items on a daily or

weekly basis, whenever they happen or never

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Goal #3: Branding/Thought Leadership

• Group management (II) Find out which connections belong to groups and

their experience interacting with the groups # of members may reflect popularity/usefulness Closed groups may have more valuable information

(less advertising) though not as much input Promotions tab for professional service partners

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Goal #3: Branding/Thought Leadership

• Relationship-building in groups Strategically useful to get involved in groups and

discussions w/individuals you want to get to know Example for GRF: Accounting Today group Longer-term strategy – may be better than (or

useful to accompany) a direct request to connect

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Goal #4: Job Search

• Profile tips to optimize search Complete profile Get recommendations Profile keywords should be carefully determined for

maximum effectiveness / “Skills & Expertise” “Jobs You May Be Interested In” profile item

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Goal #4: Job Search

• Search for Jobs Single keyword search Advanced search—additional search parameters Industry: Nonprofit Organization Management Left column—change parameters to see new results

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Goal #4: Job Search

• Company Search Company pages – job listings Job descriptions show helpful information – person

who posted, similar job, who you are linked to Sign up to company pages – receive feeds including

job postings Find recruiter for connection purposes

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Goal #4: Job Search

• Tools for Effective Job Searching Save Jobs tab / Saved Searches LinkedIn for mobile Use referrals from your network – personalize! Premium subscription options ($29.95 / $49.95)• InMail – responses guaranteed, Profile Stats Pro• Profile: Top keyword searches and # of views• Search by salary range

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Summary: LinkedIn a Tactical Optionfor Communications Planning (not a Strategy!)

• Utilize LinkedIn tools to help achieve goals• “Color inside the lines” to avoid information overload

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Communications Planning – SMART goals• Examples of SMART goals:

Introduce yourself to five potential new funders over a three-month periodConnect with ten potential new volunteersBecome a thought leader in two industry groups to generate visibility with key journalists/bloggersFind three new jobs to apply for in one day

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Quick Summation of Other LinkedIn Features

• Apps—lots of features (add a blog, TripIt, Slideshare to add presentations)

• Industry News—good nonprofit industry news and sources of information to share

• Premium service

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Joe Kovacs, APREmail: [email protected] Telephone: (301) 951 – 9090Website: www.grfcpa.comVisit:

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linkedin communications for nonprofit leaders

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