How to use LinkedIn for fundraising

If you read our creatively named ‘social media fundraising part one’ post, you’ll know that over the coming months, we’re going to be dedicating some blog space to digital fundraising, and more specifically, how you can utilise the various social media platforms to boost your fundraising income.

First up is LinkedIn.

From growing your professional network, to using the platform's tools to support your fundraising efforts, get ready for some LinkedIn learning, Bamboo-style.

Let’s dive in.

LinkedIn by numbers

LinkedIn is the largest professional networking site in the world. Launched in 2003 and bought by Microsoft in 2016, it boasts more than 875 million users across 200 countries.

In terms of demographics, 52% of users identify as male, and 42.8% as female. Around 60% are aged 25-34, closely followed by 18-24 year-olds.

Different from the rest

While other social media platforms focus on social networking, LinkedIn specialises in business networking. Its less about what you did last weekend and more about how you sealed then deal with your latest corporate partner.

In addition to schmoozing, you can use LinkedIn to advertise jobs, share content, promote events, and be a voice in relevant conversations.

It’s worth noting that, unlike other social media platforms, you cannot accept donations on LinkedIn, but it’s the perfect platform to identify prospective corporate donors/HNWI’s and cultivate relationships with them.

How can you use LinkedIn to fundraise?

Now you know what LinkedIn is and who uses it, let’s look at how charities like yours can make the most of the platform's huge user base.

1.    Find and engage with new donors

When it comes to raising awareness, expanding the reach of your fundraising efforts, and connecting with potential donors, LinkedIn is the place to be.

Research shows that 98% of LinkedIn users donate to good causes at least once a year, with a third donating every month, and one in five donating on a weekly basis. Those are good odds, right?

The platform’s search function makes it easy to find and reach out to relevant organisations, individuals and groups.

Tip: Going in cold is frowned upon, so be sure to nurture new relationships before hitting them with an ask.

2.    Share engaging and relevant content

Amazingly, only 1% of LinkedIn users share content weekly. This means a whole lot of charities are missing out on a prime opportunity to engage with potential donors.

However, this means you have a prime opportunity to stand out. Share content that inspires people to take action, whether its interviews with beneficiaries, event footage, impact stats, or research papers that highlight the need for your work.

One charity that does content creation well is Save the Children International. Why? They post regularly, using striking imagery, short emotive videos, and minimal text – ideal fodder for time pressed businesspeople.

3.    Be active on LinkedIn groups

An effective way to create meaningful conversations with prospects is by joining groups related to your cause and adding your voice to the conversation.

Answer people’s questions, offer advice and support, share useful links, and lead them to your website (if relevant). The objective here is to be helpful, not overly promotional.

You can take it a step further by setting up your own group.

4.    Research and connect with potential corporate partners

LinkedIn is the perfect platform for identifying and reaching out to potential corporate partners, as CEOs, Directors, and other key decision-makers are a mere DM away.

You can find out who you need to speak to by using the handy people tab on company profiles.

Once you’ve established who this is, start a conversation. But avoid sending a ‘copy and paste’ message that adds no value. Make it personal. Tailor it to the individual and company you hope to partner with.

5.    Take advantage of LinkedIn Sales Navigator

LinkedIn Sales Navigator allows charities to develop, grow and manage donor and prospect relationships. Using the tool, you can work out the best path to engage prospects, identify mutual connections that can provide warm introductions, and research prospects to personalise your messages.

6.    Apply for a LinkedIn Ad Grant

The Ad Grants programme allows charities to advertise on LinkedIn for free. The programme accepts applications at certain points during the year and is open to charities focused on:

●      Racial and gender equity

●      Economic opportunity for professionals facing barriers

●      Environmental sustainability

Ad Grants can be used for building awareness, supporting large-scale initiatives, hiring fundraising professionals, recruiting volunteers, generating donations, and attracting corporate partners.

7.    Add a custom button to your page

You can add a custom button to your LinkedIn profile that leads to the donation page on your website or a page for an urgent appeal.

Final Word

LinkedIn is a powerful tool for charity fundraising. We’ve shared seven ways that your charity can use the platform to support your fundraising. It’s not an exhaustive list, but it’s a great start, don’t you think?

We suggest that you sign up and start making the most of what LinkedIn can offer your charity. Let us know how you get on.

In the meantime, if you’re looking for a digital expert to help you manage your social media fundraising. Give us a call on 020 3750 3111 or info@bamboofundraising.co.uk to find out more.