2017-09-19 *non-profit exclusive: linkedin for nonprofits - optimizing linkedin to attract donors,...

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Presented by: Kelly Leonard © 2017 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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Page 1: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Presented by: Kelly Leonard

© 2017 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

Page 2: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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• Your Name & Title

• Organization Name

• LinkedIn Familiarity [scale of 1 to 10]

• One goal, burning question, or challenge

Page 3: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Noise!

Noise!

Noise!

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Page 4: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

“Model Someone

Who’s Already Successful ...

Because Success Leaves Clues.”

Tony Robbins, Author

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+

=

Page 5: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Kelly Leonard, CEO

• Launched B.O.O.S.T.TM strategy. ~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 6,000+ individuals.

Partial Client List

Page 6: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

You CAN Do It, Too!

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Page 7: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

FREE Gifts for YOU!

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Stay Tuned!

Page 8: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Today’s Objectives – You Will …

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

Understand the importance of being A.L.I.V.E®

How to B.O.O.S.T.TM your LinkedIn presence

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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Page 9: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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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Page 11: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility
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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

Page 14: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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.”

Page 15: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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Why is LinkedIn Important?

Source: LinkedIn Internal

550+ 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

17MM+ Company Pages Millions of connections formed

every business day 4MM+ 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

Page 17: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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Why is LinkedIn Important?

Page 18: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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 ...

Page 19: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

B.O.O.S.T.TM Strategy will …

Build Your Brand

Obtain More Leads

Optimize Relationships

Secure Thought Leadership Space

Tap Into New Markets

Page 20: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Is My LinkedIn Profile A.L.I.V.E.®?

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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

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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

Page 22: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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

Page 23: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Is Your Profile … Impactful

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Are your Headline and Summary compelling?

• President & CEO, Leadership Montgomery “Speaker, Leader, Civic & Business Engagement Convener”

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

• CEO, 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.

Page 26: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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.

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Understand Your Settings & Privacy

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WARNING! Before Making Changes

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Customize Your Profile Header

Background

Photo/Banner

Compelling Headline

Contact & Personal Info

Website & Social Media

Links, if applicable

Personalized LinkedIn URL

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Page 30: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

About Your Headshot

www.photofeeler.com

www.snappr.co

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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

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Experience

Snapshot of your professional

experience [not your company]

Include current & past

employment, but think beyond

JOBS

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

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Page 34: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Additional Searchable Content/Sections

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Recall your strategy … use keyword searchable content

Page 35: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Marketing & Collaboration Wheel

Articles

Personal

profile Advanced

Searches Groups

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Company

Pages

Updates

Page 36: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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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Page 37: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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

Page 38: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

Let’s Apply It!

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

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Page 39: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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, 5-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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Page 41: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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”

Page 42: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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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Page 43: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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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Page 44: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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 … 17MM+ featured

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Page 45: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

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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Page 46: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

When in doubt … “Follow” the Leaders

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Best Practices for Articles & Updates …

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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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Page 49: 2017-09-19 *NON-PROFIT EXCLUSIVE: LinkedIn for Nonprofits - Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility

FREE Resources

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• LinkedIn Profile Self-Assessment • Profile Optimization Checklists

www.BoostMyLinkedIn.com

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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