Most nonprofit organizations have come to understand the value of social media. These platforms enable you to share an inside look at what your nonprofit is doing and the mission you are serving. Social media is also a tool that can be utilized to increase your donor base and to connect with more volunteers. Many nonprofit organizations are increasing their engagement on platforms like Instagram, Facebook, Twitter, and even TikTok, but they are missing out on arguably one of the most important ones: LinkedIn.
LinkedIn is the largest professional network in the world; there are over 690 million active members across the entire globe. The purpose of LinkedIn as a professional networking site is to help people make business connections, share their experiences and resumes, and learn from thought leaders across various industries in the business world. LinkedIn is similar to other popular social media platforms in the sense that it has a continuous feed of content, but LinkedIn’s content centers around business rather than personal matters. What also differentiates LinkedIn from other social media platforms is that less than 1% of users are posting content to their LinkedIn pages on a regular basis. This means that LinkedIn is not oversaturated with content like many platforms are. While most nonprofits maintain a social media strategy on Instagram and Facebook, their strategy undervalues the benefits of utilizing a professional networking platform that can help make connections with prospective partners while also communicating their mission to the greater business world.
LinkedIn is a valuable tool for nonprofit organizations because your content is more likely to be seen, but it is also more likely to be seen by the right people. According to research on the platform’s users, LinkedIn members are 56% more likely than the average internet user to donate to charities. This means that being active on LinkedIn allows you to connect with people who likely have disposable income and are more inclined to contribute their time or money than the average user on Facebook, Twitter, or Instagram.
Because LinkedIn is underutilized by many nonprofits, now is the time to start prioritizing the platform in your social media strategy to give yourself an edge from the rest of the competition. Here are some tips for how to work LinkedIn in the best way to get visibility for your nonprofit.
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Jordan Hannan and Jordan Lappin