1. Maximizing LinkedIn for Non-Profits
Stuart Newton Patricia Zepeda Vera
Business Development Executive Social Media Manager
Deloitte Applied Materials , Inc.
Twitter: @pzepedavera

2. Agenda
•Creating an Engaging Profile
•Targeted Audiences
•Build Your Profile
•Establish an Organization Presence
•Grow with Social Recruiting
•Non-Profits Using LinkedIn
•Productivity Tools
•Let’s Go on a Tour
•Strategies for Maximizing LinkedIn
• Questions
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3. Creating an Engaging Profile
• Upload a professional, yet welcoming picture.
• You should be the only person in the photo and the photo should not be your
company logo.
• Craft an engaging, descriptive headline that includes keywords.
• NO big words, NO jargon, and absolutely NO phrases that sounds canned.
• Write a short, yet compelling description of what you do. Be sure to
include keywords in your bio.
• Focus on benefits not just features.
• Ask for recommendations.
• Have recommendations for both your current and past positions.
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4. Target Audiences
Know your targeted audiences:
• Business contacts – Executives, board members
• Potential donors
• Potential clients
• Current clients
• Potential employees
• Current employees
• Alumni of those you have served or people who have been involved with your
organization
LinkedIn is unlike other social networks such as Facebook in that it is used as a serious,
focused and thorough business tool, as opposed to sharing life’s experiences.
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5. Build Your Profile
Social media is social. People want to get to
know you, your organization and your cause.
Make your profile personal. You can build one
for yourself and your non-profit.
Here are a few areas to highlight:
• Summary of why you love what you do
• Areas of specialization
• Community involvement
• Education information
• Relevant experience
• Any other relevant information that people
within your targeted group would want to
know about you or your organization
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6. Establish an Organization Presence
This is your organization’s profile of record on
LinkedIn and a powerful way to reach millions
of professionals through word-of-mouth
recommendations and trusted testimonials.
The Organization Page offers tools for you to
bring your brand to life.
Here are a few areas to highlight:
• Company Overview
• Organization's logo & HQ info
• Blog feed
• Status updates
• Careers
• Services
• Analytics
• Company Guide
Promote the organization page to staff, board members and the world.
Include in company emails and newsletters, and on Twitter and Facebook, etc.
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7. Grow Your Organization with Social Recruiting
Career Page
• Build your brand a foundation by giving your
audience a destination to learn about your
employees & company culture
Jobs Network
• Now that your audience is warmed up and
aware, advertise job opportunities available
LinkedIn Recruiter
• Reach out to the most qualified, passive
and active talent for your team while
organizing and collaborating
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8. Non-Profits Using LinkedIn to Recruit
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9. Productivity Tools
Outlook Social Connector
• Access your connections in your inbox, send emails and keep building your network
LinkedIn Mobile
• Find and connect with over 150 million professionals, get the latest updates, and share
your status – all from your mobile device
Sharing Bookmarklet
• Share web pages with your professional network and groups straight from your browser
even when you’re not on LinkedIn.
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10. Let’s Go on a Tour
1. Adding people to your network
• Add
• Connect
• Schedule
2. Joining groups
• Choose
• Engage
3. Researching people and companies
• Person
• Company
• Connections
4. Communicating with new people
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11. Other Strategies for Maximizing LinkedIn
1. Establish your professional brand by creating a complete profile. Use your profile to convey
passion for your cause and showcase your unique expertise.
2. Ask donors, volunteers and others to add your organization to their Volunteer and Causes
section of their profile. Check out : Add your volunteer experience,
3. Encourage Board Members to list your organization as an employer for maximum visibility.
Higher chances of appearing on the Company Page.
4. Expand your network and influence by connecting with colleagues and partners. Add 5-10
people a week based on people you know or those who know someone you know.
5. Collaborate with peers and potential supporters by joining groups. Set up your own group or join
an existing one to interact with those in your collective.
6. Utilize resources. LinkedIn has some great information on the LinkedIn Nonprofit Solutions or The
Chronicle of Philanthropy LinkedIn groups.
7. Stay top of mind with partners and supporters by sharing updates with them. Communicate with
your network on an ongoing basis. Share articles, important announcements and thoughts on industry
trends. Find this content on LinkedIn Today’s nonprofit industry tab.
8. Connect your Twitter account to your LinkedIn and Facebook accounts to share in multiple
places at once. 11

12. Questions
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