How to Market Your Nonprofit on LinkedIn

Nonprofit organizations always need more resources for marketing and ways to promote their cause. With the increasing popularity of social media platforms, there are now more affordable and effective ways to market a nonprofit than ever before. LinkedIn, in particular, has become a powerful tool for promoting nonprofit organizations and reaching a wider audience. In fact, 217,000 nonprofits are currently active on LinkedIn. 

As the world's largest professional networking site, LinkedIn can help nonprofits connect with potential donors, volunteers, and other organizations that can support their cause – all at minimal cost or effort. 

Whether you’re new or already familiar with LinkedIn, this blog post will discuss practical and effective strategies for marketing your nonprofit. 

Step 1: Create a Company Page 

While LinkedIn can help individuals connect to new job opportunities and network, it can be equally beneficial to nonprofit organizations to grow awareness, highlight their mission and areas of impact, recruit and hire the right team members,  and enhance their fundraising capabilities. 

The first step to marketing your nonprofit on LinkedIn is to create a company profile (page). The company page is similar to a website's homepage, allowing you to highlight your mission, share stories of impact in your community, and post content. 

• Create a company page. Once you have signed up with LinkedIn, you can create a separate company profile, which is associated with your personal profile page and will allow you to market your organization. 

• Fill out the basic details of your organization. You can choose a type of organization, so be sure to choose “nonprofit.” You can also fill out other details like your organization’s name, website URL, location, year founded, staff size, and areas of focus. 

Pro tip: Completed LinkedIn pages can increase your visibility by 30%, so it's worth taking the time to fill in your profile, which will enhance your ability to connect with the right people, donors, and supporters.  


Step 2: Elevate Your Nonprofit's Online Presence 

Here are some steps nonprofits can take to optimize and market their company page effectively:  

• About Section. The About section allows your organization to shine! This is one of the most important fields to fill out because it will enable you to share your mission and values, how you deliver on that mission, core focus areas, communities you serve, demographics, and more.  

• Videos and Pictures. Think of this next section (below the About summary) as the storytelling feature of your page. This is where your featured videos, pictures, and/or articles will live – and where you can bring your organization's mission to life. You have two options to upload visuals – directly upload images or videos from your computer, Google Drive, etc. or use Resilia's Story Builder feature. 

Using the Story Builder feature on Resilia's online platform, you can easily create stories with built-in templates, images, quotes, videos, and even call-to-actions. You can then share a link to your story directly on your LinkedIn company page and other social media platforms. 

Step 3: Online Donations (With a Click!) 

One of the most beneficial features for nonprofits (for a fee through the Sales Navigator service) is LinkedIn’s donation option. It allows you to add a custom button on your nonprofit's LinkedIn company page, which can redirect visitors to your website or any other URL you choose, send direct messages to donors and targeted prospects, and give a call to donate to your organization. 

Step 4: Create Content to Engage Followers 

After you've finished setting up your nonprofit's company page, it's time to start generating content – the possibilities are endless! From your company page, navigate to the top of the page, click the box that says “start a post,” and start typing away! In addition to text, you can upload videos and photos, create a poll, or even provide upcoming event details. 

You can create anything from a short-form post (like a recap on your latest fundraising event) to a long-form post highlighting your staff's expertise and passion. Other ideas include:

• New hire announcements 

• Featured content that highlights new and/or existing board members

• Behind-the-scenes photos or video content of volunteers and staff in action 

• Impact report updates 

• Storytelling of the what, why, and who your nonprofit serves. 

Following these steps, you can proactively market your nonprofit by leveraging LinkedIn's features, platform, and network. To gain even more nonprofit marketing support, including courses, templates, and 1:1 coaching, sign up for the Resilia Nonprofit Platform today!