Why your nonprofit should be using LinkedIn!

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.  

• First off, if you don’t have one already, you should create a company page for your nonprofit organization. The company page should include your logo, your mission, and photos to fully encapsulate your mission and the difference you are making in the community. 

• Creating your organization's page is important, but equally or even more important is that your staff is active on LinkedIn. Most of the time, the executive leadership team of a nonprofit organization is not overly active on LinkedIn. They might post when there is a job opening or to make a big announcement, but they are not showing up on a regular basis. The best way to truly portray your organization's culture, values, and mission is through authentic engagement from your staff members. Anthony Jones, a LinkedIn Strategist, said it best: “people connect with people”. Potential donors and volunteers are more likely to engage with a face behind the organization than just a company page.  
• Next, you should increase engagement to your page by authentic engagement with other people and organizations in your field. Nonprofit organizations are all about connections, and LinkedIn is the ideal platform to build connections digitally. Allocate 15 minutes per day to post thoughtful comments on 4-5 posts from similar nonprofit organizations. 

Because so few nonprofit organizations are utilizing LinkedIn, and doing it well, this is a great opportunity for your company to stand out from the competition. If the goal of your social media strategy is to increase engagement, engage potential donors, and spread awareness about volunteer opportunities, LinkedIn is the place to go. While Instagram and Facebook are effective platforms, LinkedIn’s professional network enables your content to be seen, and be seen by the right people. 

---