5 Data-Backed Ways LinkedIn Helps Nonprofits Grow
October 9, 2020
Nonprofits are growing and thriving on LinkedIn. Recently, we shared a quick guide featuring tips and best-in-class examples illustrating how these organizations are making it happen. But to justify making investments, marketers should understand why it’s worth emphasizing LinkedIn in your nonprofit growth strategy.
Our new two-page fact sheet (found below) helps explain how the strengths and capabilities of LinkedIn align with the core tenets of nonprofit marketing. Drawing from those insights, here’s a look at some critical objectives you can pursue effectively through the world’s largest professional network.
5 Key Focuses for Nonprofits (and How LinkedIn Helps)
Nonprofit marketing is distinct from broader business marketing for a variety of reasons. Here are a few.
You need to reach people who are able and willing to give back.
The data shows us that LinkedIn members are philanthropically minded. Our platform hosts more than 700 million professionals, including 380 million donors and 225 million volunteers. In fact, LinkedIn members are 56% more likely than the average internet user to donate to charities.
Your organization is driven by a greater purpose.
It’s explicit in the very name: nonprofits aren’t about making money. Their intent is to collectively make the world a better place by advancing a variety of important causes. LinkedIn members, too, are driven by purpose and intent. They come to the platform to learn, grow their careers, and better manage their lives. LinkedIn has been rated the top social media channel for finding relevant, high-quality content.
A trusted environment is essential.
If someone is going to invest their time or money in volunteering or donating, they need to trust the organization and those behind it. Where your message is seen, and what surrounds it, are meaningful. LinkedIn has been rated as the most trusted social media platform, and marketers rank it as the most brand-safe.
You need to identify key corporate partners, volunteers, and donors.
LinkedIn’s targeting capabilities are second to none. Nonprofits can build and segment audiences around attributes like job title, job function, seniority, company connections, group memberships, interests, and much more. Chances are, there is a very specific type of individual who is likely to support your organization’s cause, and LinkedIn helps you accurately reach those individuals based on various professional traits.
You need to drive action.
Nonprofits can’t grow without the advocacy and active support of their communities. LinkedIn is designed to help marketers drive action at any point in the funnel, through tools like Lead Gen Forms, CRM Integration, and more. Whether your objective is spreading the word or increasing your funds, you’ll find the means to make it happen on LinkedIn. Additionally, thanks to capabilities like Website Demographics and Campaign Reporting, you’ll be able to easily see what’s working, and mine new opportunities from your efforts.
The Case for Nonprofits on LinkedIn Is Clear
Why should nonprofits be using LinkedIn to grow? The better question is: why not? Your most valuable audience is on the platform, and there are numerous ways you can learn about them, connect with them, and recruit them as powerful supporters for your cause.
Scroll through our two-page resource, Why Nonprofits Grow on LinkedIn, so you’ll have the facts at hand to easily make your case:
For more help with meeting all your growth objectives on LinkedIn, subscribe to the LinkedIn Marketing Blog.