Thrive. Grow. Achieve.

LinkedIn for Nonprofits – Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Kelly T. Leonard, CEO, Taylor-Leonard Corporation October 13, 2016

Presented by: Kelly Leonard

© 2016 by Taylor-Leonard Corporation. Any use of this document including reproduction, modification, distribution, and republication without prior written consent of Taylor-Leonard Corporation is strictly prohibited.

Optimizing LinkedIn for Organizational Success

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• Your Name & Title • Organization Name • LinkedIn Familiarity

[scale of 1 to 10] • One goal, burning

question, or challenge

Noise! Noise! Noise!

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“Model Someone

Who’s Already Successful ...

Because Success Leaves Clues.”

Tony Robbins, Author

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+

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Kelly Leonard, CEO

• Launched BoostMyLinkedIn. ~5,000 first level connections with 6-10 daily inquiries for opportunities.

• Generated $500,000+ revenue within 1st 24-month period of implementing repeatable LinkedIn strategy. Trained 5,000+ individuals.

Partial Client List

You CAN Do It, Too!

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FREE Gifts for YOU!

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Stay Tuned!

Today’s Objectives – You Will Learn

Discover the relevance of social media/LinkedIn for non-profit organizations

Learn how organizations are adapting to social media/digital technology

Understand the importance of being A.L.I.V.ETM Explore the best practices for non-profit leaders and business

professionals to get the most from LinkedIn Learn strategies to effectively use LinkedIn to build relationships

with potential donors, supporters, volunteers, etc.

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The Good News Is …

90% of questions you have about social media are not in fact social media questions, they’re actually networking / relationship development questions!

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Social media technology allows people to talk about brands with unprecedented speed and volume…

WARNING! WARNING! Watch what you “say”!

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Top Challenges?

Poorly Defined Strategy

Lack of Time

Inability to Measure Value / ROI

Difficulty Integrating Social Media with Other

Business Activities

Lack of Budget

Challenges can be overcome, if social media is planned and done strategically!

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Why Is Social Media Important?

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If you're not actively using social media for your organization/business or brand then you're missing out on the potential to reach more than 73% of the adult population that has access to the internet according to a Pew Research Internet Project study

Why Is Social Media Important?

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Source: Elaine Fogel, “Nonprofits Must Reach Millennials with Multichannel Marketing

“If your [favorite] nonprofit organization wants to guarantee its sustainability and growth, it needs to build relationships with Millennials – those born after 1980. This generation is generous with their wallets and time.”

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Why is LinkedIn Important?

Source: LinkedIn Internal

430+ MM members worldwide Users in over 200 countries,

available in 19 languages 42% of users update their profile

regularly 2MM+ Groups, with 1,000 forming

every day Over 5 billion professional searches

each year 9MM+ Company Pages Millions of connections formed

every business day 2.8MM+ US-based jobs currently

listed on LinkedIn 77% of all open jobs are listed on

LinkedIn 48% of recruiters post jobs

exclusively on LinkedIn Vision create economic

opportunity for every one of the 3.3 billion people in the global workforce

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Why is LinkedIn Important?

Millions of nonprofit professionals use LinkedIn to identify potential volunteers, board members, employees, and donors

https://nonprofit.linkedin.com

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Why is LinkedIn Important?

Get Started!

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Effectively building a personal profile is the first step to growing a strong LinkedIn presence because people do business with people they ...

Is My LinkedIn Profile A.L.I.V.E.TM?

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A – Accurate

L – Locatable

I – Impactful

V – Value-based

E – Engaging

"To attract attractive people, you must be attractive. To attract powerful people, you must be powerful. To attract committed people, you must be committed. Instead of going to work on them, you go to work on yourself. If you become, you can attract." -- Jim Rohn

Is Your Profile … Accurate

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Free of grammar/spelling errors?

Correct in all details – factual?

“Whoever is careless with the truth in small matters cannot be trusted with important matters” - Albert Einstein

Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn

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Is Your Profile … Locatable

Do your Specialties & Endorsements contain appropriate keywords which cause you to “rank” for your expertise?

What words would potential prospects/clients, partners, donors, volunteers, etc use to search for your services/expertise?

• At least 5 skills • Profile photo • At least 50 connections

• Industry and postal code • A current position with description • Two more positions • Education

Is Your Profile … Impactful

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Are your Headline and Summary compelling?

• Analyst at Booz Allen “PMP-certified project manager – Known for successfully leading multi-million dollar projects in developing countries”

• Owner at Symonds CPA “CPA | Management consultant delivering affordable solutions to improve financial management and reporting of nonprofit organizations”

• CEO at Taylor-Leonard Corporation “Speaker, Trainer, Consultant | Delivering customized solutions to drive operational excellence & profitability”

What message does your profile communicate?

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Is Your Profile … Value-Based

Does your Summary highlight your value proposition; succinctly written with measurable/quantifiable accomplishments?

Does your profile contain current recommendations that are directly aligned with your skills/abilities? Recommendations vs. Endorsements

Highlight your past performance

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Is Your Profile … Engaging

Define your Connection Strategy

Grow your network.

Share what you’re doing – post meaningful content as an update, provide thought leadership/hot topics

Communicate with your network – comment on posts, follow their company, etc.

Profile Sections

• Profile Header • Background/Summary • Experience • Publications • Projects • Organization • Education • Certifications • Skills & Expertise • Recommendations • Volunteer Experience & Causes

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Each section in your personal profile is relevant in helping you to build your network, “brand”, expertise/credibility, demonstrate balance, and to rank.

WARNING! Before Making Changes …

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OR …

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Understand Your Settings & Privacy

Profile Header

Professional headshot

Edit background photo (banner) to

draw visual interest

Compelling headline

Contact info – email & contact #

Website & Social Media Links

Personalized LinkedIn URL 29

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www.photofeeler.com

About Your Headshot …

Summary

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High impact, overview

2-3 paragraphs

highlighting

accomplishments & ways

you add value

Name drop when

possible

Establish a Call to Action

Specialties to drive SEO

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An Effective Summary …

• Save

• Make

• Create Efficiencies

• Solve Problems

• Bring Peace of Mind

Experience

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Snapshot of professional experience

Include current & past employment

Showcase relevant resume sections; focus on your value proposition & measureable accomplishments

Link to Company Page to drive brand /visibility

Mix text with bullet points, when possible

Give/Get Recommendations

Additional Searchable Content/Sections

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Recall your strategy … use keyword searchable content

Marketing & Collaboration Wheel

Posts

Personal profile Advanced

Searches Groups

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Company Pages

Updates

What’s Your Connection Strategy?

Counterintuitive to our childhood experience What’s your philosophy Connect with no one …

Connect with everyone Who?

Colleagues/Industry peers Former co-workers Friends/Family People you meet Classmates/Alumni People interested in your cause/mission (volunteers, donors,

prospective Board members, etc)

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Advanced Searches – For Individuals

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Consider the value of LinkedIn Premium for more robust candidate searches

Be familiar with LinkedIn’s Boolean Search Logic

Let’s Apply It!

Who are the ideal types of people you’d like to connect with?

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I Made a New Connection … Now What?

• Send an email requesting a short, telephone conversation “Hi Judy! Thanks for connecting with me. I’d like to schedule a quick, 10-minute call with you; the purpose of which is to learn more about you, to share the same, and to explore ways to help one another. Please share the best time/number to reach you.”

• Consider their connections &

“People Also Viewed” for points of affinity

• Build value for “Following” your company page

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Engage Your Network!

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Identify/Join Relevant Groups

Connect with thousands of

industry experts and like-minded professionals to gather insight and feedback

Follow and share topical info

Credibly expand your business network and uncover opportunities to collaborate

1,000+ groups are created every day with 100,000 users joining at least one group every day

WARNING! WARNING! Make sure your posts are genuine and that you're not spamming the group with worthless noise.

Group search word: “non-profit”

Leveraging Company Pages Organizational Development

Refine Searches By • Location • Industry • Relationship • Company Size • # of Followers • Fortune

Benefits • Research perspective

clients/companies • Discover public

information on companies & how you’re connected

• Find key executives within those companies

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Let’s Apply It! Provide the name of a company / organization you’d like to do business with? Your ideal corporate / strategic partner

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Create an impactful, high-level overview Grow your “Follower” base Post relevant Company Updates to remain “top of mind” & engage Followers Encourage your Team to “share”/ “like” posts to expand visibility

Build Your Company Profile … 9MM+ featured

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Grow your Following | The Employee Effect

Include a clear call to action in all posts

Ask thoughtful questions to engage your followers

Add visuals/videos to make feeds stand out

Align content to your members needs and/or interests. Balance

organization specific posts with trending industry news/information.

Create an editorial calendar but have some flexibility to accommodate

time sensitive entries

Measure/evaluate your results

Manage updates to keep audience’s attention. Avoid excessive posting.

Company Page Best Practices

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When in doubt … “Follow” the Leaders

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Update Best Practices – Personal & Company Page

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Be brief

Post regularly Companies that post 20 times/month, on average, reach

60% of their followers with 1 or more updates

Encourage your network’s participation Include a clear call to action in

all posts (read our latest blog, subscribe to …, register today, etc.)

Balance content You/Your Company, Industry, Miscellaneous

Consider leveraging Hootsuite, Buddy Media, Sprinklr, etc

Always add photos/videos to make feeds stand out

Time updates weekday morning/midday

Track your results

Process Frequency Call to Action View Updates Daily Comment on successes of your network. Shows you have an interest

in them and keeps you/your services in front of them.

Check “Who’s Viewed Your Profile?”

Daily Send connection requests to individuals you’re not currently “linked to”. For others, engage them in dialog by asking “How may I help you?”

Add Updates Weekly Expose your network to industry trends, hot topics, deadlines, etc. Always include a call to action!

Review Saved Searches – Job & People

Daily/Weekly This is your pipeline. As you receive results from saved searches, connect with them.

Make Recommendations

Monthly / Quarterly

Set a goal to make recommendations. Think “givers gain”.

Join Groups Monthly / Quarterly

Identify the groups containing former colleagues, alumni, peers and/or target market and join them. Contribute to the group by providing meaningful content. Evaluate existing groups for current relevance.

Download Connections

Annually At least annually, download your connections into a .csv file for safekeeping. Save the file on your local computer or private network.

Define an Operating Rhythm … 15-20 minutes/day

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FREE Resources

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• LinkedIn Profile Self-Assessment • Profile Optimization Checklists

www.BoostMyLinkedIn.com

Relationships Matter …

We Can Help!

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"To attract attractive people, you must be attractive. To attract powerful people, you must be powerful. To attract committed people, you must be committed. Instead of going to work on them, you go to work on yourself. If you become, you can attract."

-- Jim Rohn

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www.boostmylinkedin.com

www.linkedin.com/in/ktleonard

@TaylorLeonardCo & @kellytleonard

taylorleonardcorporation