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Giving for GoodPlanned Giving Council

D. B. Wienke, CEO

Why We Need To Change

Premium For CEOs

101Basics

201Elevate your Non Profit’s Awareness

301Advanced Use Board, Donors

4

User since 2003 – 2008

User since 2008 – 2012

User since 2013 – present

Quick Poll:

LinkedIn with PGC of PBC

5

Non Profits Stats

500M+Members across the globe

LinkedIn is the world’s

largest professional network

25 million members

are “following” their

favorite nonprofits

on LinkedIn

6 million Nonprofit

Members are using

LinkedIn to build their

brand and network of

supporters

What’s the difference?

7

Social & CasualFriends,

Family

Public

Communications

Anyone who will

listen

Professional

Network & Brand

Professionals,

Colleagues

Audience Composition?

8

2.4 billion

20s

30s

Female

250 million

20s

30s

Adults

550 million

40s

CXO

Professionals

Colleagues

Demographics Education

Purely professionals

F500; SMB most active

Morphed from Job Board

Average age is 44

55% Male; 45% Female

75% Advanced degree

GraduateDegree

CollegeDegree

None

75%

LinkedIn User

Source: LinkedIn

Strengthen Your

Professional Profile

Build& Engage Your

Network

Build Your Organization’s

Brand

The Basics defined

12

Optimize Your Professional Brand

14

1Headline

2Summary

3Experience

101 Basics – LinkedIn profile

ORGANIZATION NAME

101 Basics

ORGANIZATION NAME 16

#1

#2

#3

(crucial)

ORGANIZATION NAME 18

What I do = Social Media

What results you get = Helping You Find Extraordinary Prospecting Results

Bonus = and Warm Referrals

19

Profile: 101 Basics

Adding a photo makes

your profile 11x more

likely to be viewed

20

Profile: 101 Basics

Writing

Headline Samples

Funding Biotechnology’s

Future through External

Partnerships

Combatting Human

Trafficking for Once and

For All with Legacy Giving

21

Profile: 101 Basics

Write a summary as your

personal mission

Experience: what you’ve

accomplished

22

1Connect with Volunteers

2Engage Board

Members

3Recruit Donors

& Legacy Givers

Build your network strategically

Your LinkedIn network

Your Account

The power of your network

FriendColleagueAttorneyClient

Your Account

The power of your network

FriendColleagueAttorneyClient

COI ProspectProspectCOI

Your Account

COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI

© 2012 The Oechsli Institute. All Rights Reserved.

The power of your network

FriendColleagueAttorneyClient

COI ProspectProspectCOI

Your Account

COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

3rd

Degree

© 2012 The Oechsli Institute. All Rights Reserved.

27

How to max your network

2828

Industry Connectedness 1stDegree CXO Connections

Network: Get access to new philanthropic donors by

joining groups

29

Network: Get into the conversation by sharing and

commenting on interesting content

29

Basics 201 Elevating Awareness of Your NonProfit

31

1Create a

‘Company’ Page for your Non

Profit

3Leverage

Networks to Find

Members and

Volunteers

Basics 201 Build your online community – and use it wisely

2Connect with

Volunteers, Board

Members

We have a Company page.

We do. But could use some work.

We don’t have a Company page.

Quick Poll:

LinkedIn with PGC of PBC

32

33

Company Page: First, add or claim your company page

34

Company Page: Make it come alive by adding a logo, photos, and compelling content

Be sure to add your logo so

people can easily find & recognize

your organization.

35

36

Company Page: A great nonprofit company page is inspiring, informative, alive

Over 165k nonprofits have a

company page on LinkedIn

We use LI for brand awareness.

We use LI for blogging.

We recruit for donations.

Quick Poll:

LinkedIn with PGC of PBC

37

Basics 301 Advanced Use (planned giving)

39

“A blog is probably

the most effective

way to drive

potential clients to

your (virtual) door.”

40

Blog:

Create a

“Ask”

Cost-Effective Campaign options

42

43

Encourage your supporters and staff to ‘Follow’ &

add your organization to their profiles

44

Basics 301: Recruit And Target, Target, Target professionals

1. Click on Advanced

Search

2. Select whom you’re

looking for

3. Get even more specific

to find the perfect

matches

PGC Takeaways Basics 101 Basics 201 Basics 301

Optimize

profile

Optimize

Company Page

Advanced

Make

connections

Add visuals Branding

Post updates Announce

Events

Recruiting

Thought

Leadership

Social

Fundraising

Blog

Your titleWhat We Do – D. B. Wienke

Blog

Specif

ic

Request

s

Optimize Profiles, Pages

Campaigns

Every employee, volunteer, board involved.

Win big and be active.

Check list

Drive strategic partnerships.

Effective blogs

47

Social fundraising campaigns

Leverage connections into fundraising discussions.

Coaching sessions

for NPs who desire

to leverage

LinkedIn, my

workbook is

included150 pages

Reach me at

dbwienke@linkedinclub.com or visit

www.LinkedInClub.com

Thank you!