Not-for-profit = Not on LinkedIn? Why many third sector professionals are missing out by leaving LinkedIn to languish

Not-for-profit = Not on LinkedIn? Why many third sector professionals are missing out by leaving LinkedIn to languish

With so many social platforms to maintain, LinkedIn is often the one left languishing unattended. Indeed with so many offline priorities, it can be difficult to find time for social media at all.

But for senior third sector professionals, many of whom are grappling with an urgent need to find alternative networks and income streams when traditional funding avenues have dried up, LinkedIn is a crucial business tool with huge potential that cannot be ignored. Yet there are fewer third sector professionals using LinkedIn compared with other sectors. Why is this? “Social” is, after all, one of the things our sector does best.

The voluntary sector is renowned for its pivotal role in bringing people together – not just within communities, but across different sectors too: developing the networks needed to find collaborative solutions to the health and social care integration agenda, for example (see this excellent article by our Network Director Jo Whaley, Regional Voices).

In ‘Infrastructure needs investment and change. Who knew?’ Involve’s Chief Executive Judy Robinson highlights the recent NAVCA report Change for Good, which calls for voluntary sector infrastructure to “collaborate across geographies and sectors” and find new ways to deliver traditional services; reminding us that “IT and social media are critical”.

So with this in mind, here are three good reasons charities and voluntary organisations should be on (and actively using) LinkedIn:

• LinkedIn offers easy access (via advanced search) to a wealth of new contacts by role, region, organisation, and more. It’s a simple way to take charge of finding the right project partner or new employee.
• Actively used by the business community, LinkedIn is a perfect conduit through which third sector organisations can begin developing mutually beneficial private sector partnerships, like the one Involve and VONNE partnership with Northern Powergrid.
• Established LinkedIn groups offer instant advice and support from industry professionals. The success of groups like Yorkshire Mafia and Brand Yorkshire in our region show just how important these can be for both contacts and business opportunities.

We are therefore offering senior voluntary and community sector professionals the chance to upskill on LinkedIn and learn tools, tips and tricks to use the social media platform to its best advantage.

Digital strategist Jonny Ross will next month be running a workshop in Leeds on using LinkedIn for effective relationship management and business development.

I caught up with him to ask some questions about how voluntary organisations and charities can make better use of LinkedIn.

(1) How do you normally help third sector organisations on LinkedIn?

Most third sector organisations want to know how to use LinkedIn to target specific individuals and companies, although online community development (including building networks of skilled volunteers) is also important. We do this through the use of ‘Groups’ (some want to set up their own groups, but results can often be achieved more quickly through engaging with existing established groups), but also by using ‘Advanced search’ to make connections and grow an email list.

(2)    Why is it important for charities, voluntary and community organisations (VCOs) and their representatives to be on LinkedIn?

Linkedin is the biggest business search engine, and is full of regular opportunities. There are even groups specifically set up for charities, where businesses offer help, assistance and their time for free!  Check out Skill Will and Talent Pledge groups to access this free expertise and support.

(3)    What can charities and VCOs get out of it?

Everything you’d expect from a professional social platform: brand awareness, fundraising opportunities, business services, and general help and advice. But most importantly, LinkedIn can be used to help grow a community – whether that is a community of volunteers or a group of key stakeholders with a shared common interest.

(4)    What are the most common mistakes you see on LI?

Bad profile pictures are unfortunately very common! Aim to look professional and friendly in your photo. You should be able to recognise someone at a networking event from their LinkedIn picture, so anything too arty or ambiguous is out. Another pet hate of mine is non-relevant InMails (always take the time to research someone before you message them with an irrelevant request, and spammy sales posts. Many groups have a non-sales policy, so always check this before posting.

(5)    What are the most common questions you get asked about LinkedIn?

“Isn’t it just a recruitment tool?” is the most common one. LinkedIn is the most powerful way of connecting and building relationships with other professionals. It is so much more than just a recruitment tool – but many people don’t realise its potential.

 (6)    What three things should all charities and VCOs be doing on LinkedIN?

Have a presence, think like a search engine, and be active inside groups.

(7)    What are the three most useful features of LinkedIn for charities and VCS organisations?

The advanced search facility, groups, and personal profile pages can really work hard for you if you set them up properly and put the time in. [Also see Jonny’s blog for some really useful tools and insights from LinkedIn’s Chris Brown].

 (8) Any tips for writing a good LinkedIn bio?

Talk to the reader using the word “you” (instead of writing like a CV using the word “I”). Think about keywords, ie ‘what would you like to be found for in an online search?’ Use these words and phrases in your profile.

We welcome all comments on this topic. Do you think we, as a sector, need to invest more time in social media (and specifically LinkedIn)? Or is it just a distraction from offline delivery?

Have you used LinkedIn successfully to extend your networks? Do please share your best practice advice in the comments box below.

• Find out more and book a place on the workshop:

Using LinkedIn for effective relationship management and business development

Tuesday 21 April 2015, 9.30 – 1.00, St George’s Centre, Leeds

Heavily discounted rate available for Involve Yorkshire & Humber members

• Join the Yorkshire and Humber Voluntary and Community Sector LinkedIn group: http://www.linkedin.com/groups/Voluntary-Community-Sector-Yorkshire-Humber-4543622

LinkedIn workshop will be led by Jonny Ross, digital strategist and owner of Jonny Ross Consultancy.

Contact Jonny on Twitter:  @jrconsultancy

Helen Robinson is Involve’s Communications & Marketing Manager.