Advanced Social Fundraising:

Put your network to work

Meet the presenters

What we’ll discuss today:

Social fundraising – what it’s all about

Four innovative ways to use LinkedIn Sales Navigator for

development

How nonprofits are using LinkedIn for fundraising

Autism Speaks – how did they decide to use LinkedIn?

Muscular Dystrophy Association - how did their

organization work LinkedIn into their fundraising efforts?

What is social fundraising?

Your Network: your personal

network

Your network’s network: your board’s network + your coworkers’ network, etc…

YOU

How many people do YOU know?

Your champion

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

90 % of decision makers say they never respond to cold outreach

Decision makers ignore cold outreach

Your prospect

Your donor

X

X

X

Your fundraisers

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This approach is all

about building

relationships that will

make your fundraising

efforts more

successful.

What is social fundraising?

Social fundraising proactively

leverages relationships and insights

to find the right people and

secure connections.

Social fundraisers drive relationships.

Billions of professional relationships

400M+ members

2B+ member updates per week

The people you want to talk to are on LinkedIn

More charitable than you might think

Our members:

http://mashable.com/2014/09/18/social-media-charity/

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LinkedIn: The WayIn

How can LinkedIn Sales Navigator

play a role in fundraising?

How can you build fundraising relationships?

Find the right connections to build strategic

partnerships

Target foundations and corporations to

develop meaningful relationships

Engage and manage existing donor

relationships

Leverage your board’s relationships

efficiently

Drive strategic partnerships

Establish institutional connections

Cultivate existing relationships

Leverage board connections

How can you use Sales Navigator?

Use unlimited search to find the right

connections, decision makers and champions

Stay up-to-date with the most relevant

information being fed directly to you

Engage directly on LinkedIn through InMail

and introduction

Find the right people

Get the right information

Send the right message

1

2

3

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1

Decisions involve more people than ever.

A recent study reveals that there are on average 5.4

people involved in making a decision to partner with

another organization.

How do we find them all?

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Find the right people

1) Search by:

• Company

• Location

• Title

• Keywords

• Role

• Seniority level

• And much more*

*Dozens of different search

filters available in Sales

Navigator to refine your

search

1

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90% of decision makers say they never respond to

cold outreach.

How do I ensure my message is well received?

2

Narrow your search with the right information 2

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Leads sourced through warm introductions

are 46% more likely to secure funding and

lead to 13% higher average donation.

How do we build trust?

3

Tailor your message to the individual 3

40% response rate* if

common connection is

mentioned

80% response rate* if the

common connection knows

your prospect well and can

make an introduction

People give

to people they know

Summing that all up

LinkedIn Sales Navigator can be used by nonprofits to:

Drive strategic partnerships

Establish institutional connections

Cultivate existing relationships

Leverage board connections

How?

1. Find the right people

2. Get the right information

3. Send the right message

Autism Speaks

Muscular Dystrophy Association

Case studies:

Autism Speaks

Tom Murphy, Director of Corporate Partnerships

Autism Speaks

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The Issue:

Autism Speaks was having difficulty identifying

champions at prospect companies

Autism Speaks by the numbers

Most connected

companies

# of employees

connected to

% of employees

connected to

% of Autism Speaks employees

with Profile viewed

Number of companies Autism

Speaks is connected to Unique 1st degree connections of

Autism Speaks employees

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Autism Speaks - road into Deloitte 112 employees at Deloitte have included Autism as a cause in their LinkedIn profile

Liana Smith

Liana Smith

Liana Smith

Muscular Dystrophy Association

Christina Alvarez-Perry, National Vice President

Distinguished Events

Muscular Dystrophy Association

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Evaluation:

What were you hoping to achieve using LinkedIn?

1

31

New business prospecting is evolving

We needed new ways to get in the door.

Sales Navigator helped us find and start to leverage

the connections our coworkers, board members, and

friends had.

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Implementation:

How did you get started?

2

33

Investigated, learned, and decided to pilot

1) Heard about success using LinkedIn

Sales Navigator for sales

prospecting

2) Found out LinkedIn had a dedicated

nonprofit team! They help nonprofits

use Sales Navigator for

development

3) Discussed internally and decided to

launch a pilot with 25 members of

the team

4) Used the support, training, and

consultation of the LinkedIn

nonprofit team and learning

resources to drive adoption

5) Track success through metrics

provided

?

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Trouble shooting:

What have been some of the biggest challenges?

3

35

Need ownership and commitment to adoption

Created a simple contest to drive adoption. Team was

given these instructions:

1) Find the right people

• Find 2nd degree connections (In other words you

know a guy that knows a guy…)

2) Engage via InMail

• Send at least 10 InMails to 2nd degree

connections

3) Points scored for:

• InMail response

• Phone call or in-person meeting

The team member with the most new appointments

wins!

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Success:

Do you have any wins you can share?

4

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Early stage successes we’ve seen

For one team member, over 1 month…

20 InMails 5 in-person meetings

Led to

$ sponsorship

of a MDA event &

potential for year

round

engagement

“I sincerely appreciate the opportunity to be involved in the Sales Navigator

pilot program, I use it every day and it has greatly helped my role as a the

Director of Business Development!”

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• The best fundraisers proactively leverage their relationships and

insights to find the right people and secure connections.

• Sales Navigator is appropriate for teams looking to formalize their

fundraising strategy around better leveraging their board, relationships,

and insights as a part of their development process

• Sales Navigator is a platform designed to give fundraisers the ability to:

1. Identify the right people

2. Stay on top of real time updates

3. Leverage relationships and engage directly with warm

introductions

Summing it all up:

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Other LinkedIn resources for nonprofits

Find employees

- 50% off a full time job posting

Find board members / volunteers

- 90% off a job posting for a volunteer

or board member

General resources

- Case studies, tip sheets

Advanced search – great free tool

nonprofit.linkedin.com

Email us if you are looking to purchase solutions for your organization –

nonprofitsolutions@linkedin.com