unlocking the power of linkedin for donor research
TRANSCRIPT
Unlocking the Power of LinkedIn for Donor
Research
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Andrew Littlefield
Fundraising Education & Resources | WeDidIt
@FSUAndrew
Instructors
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Overview
• Why LinkedIn
• Ethical Considerations
• Advanced Search
• Connecting with Prospects
• Q&A
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Tell us using the question box!
On a scale of 1 – 10, how would you rate your
knowledge of LinkedIn?
Why LinkedIn?
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Why LinkedIn?
400,000,000+ Worldwide
By the Numbers
124,000,000+ U.S.
12,000,000+ Canada
https://press.linkedin.com/about-linkedin
http://www.alexa.com/siteinfo/linkedin.com
#16 most visited site in the world
#12 most visited site in the U.S.
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Why LinkedIn?
Accuracy
https://social.ogilvy.com/how-to-test-social-data-accuracy-self-reported-data-vs-third-party-data/
>
Why LinkedIn?
Cost
>Paid
Databases
Why LinkedIn?
Access
> ???
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Why LinkedIn?
Organization
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Ethical Considerations
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Ethical Considerations
http://www.aprahome.org/p/cm/ld/fid=110
APRA Statement of Ethics
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The 3 Commandments of Social
Media Research
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Ethical Considerations
I. Thou Shalt Keep Social Media Data Secure and Confidential
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Ethical Considerations
II. Thou Shalt Abide By The Terms of Service of Each Social Network
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Ethical Considerations
III. Thou Shalt Use Discretion in Social Media Research Decisions
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Ethical Considerations
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"Donors have the right to access their files from your
donor database. So never put anything in your
database that you wouldn't want the donor to read. If
there are sensitive issues that need to be noted down,
I may include a line that says: ‘For more information,
speak to Rory Green or reference the shared staff
drive’"
Rory Green
Flickr user Angela Marie (CC BY 2.0)
Ethical Considerations
Anonymity
Ethical Considerations
“Anonymous searching isn’t deception – It’s a privacy
setting. A LinkedIn user can limit how much of a profile is
visible to non-connections. If a prospect/LinkedIn user does
not wish to share their current information, he/she can hide
it.”
APRA LinkedIn White Paper
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Ethical Considerations
Changing visibility settings.
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Advanced Search
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Advanced Search
Filling in the Blanks
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Advanced Search
Title/Company > Name
Email > Name/Title/Company
Persona > Name > Email
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Advanced Search
Example #1: Using email to find name, title, company
Example #2: Using persona to find prospects
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Advanced Search
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Advanced Search
Example #2: Using persona to find prospects
Dentists in the Atlanta, Georgia area
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Advanced Search
Boolean Searches (“Boo – Lee – En”)
True/False
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Advanced Search
Quotes (“ “)
Parenthesis ( ( ) )
AND
OR
NOT
http://talent.linkedin.com/assets/Product-Pages/Training/TipSheet-BooleanSearching.pdf
“Director of Development”
Director AND Development
“Major Gift Officer” OR “Major Gift Fundraiser”
Development NOT Director
Director AND (“Major Gifts” OR “Planned Giving”)
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Advanced Search
You found them…now what?
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Contacting Prospects
LinkedIn InMail
Paid: $10/month - $100+/month
http://www.forbes.com/sites/georgeanders/2015/01/06/linkedin-reprices-premium-services-hoping-
users-wont-turn-furious/#42006d8c1106
https://business.linkedin.com/marketing-solutions/blog/l/linkedin-to-relaunch-sponsored-inmail-now-
with-100-deliverability
Response Rates: ???
Good Old-Fashioned Email
Free
Response Rates: Depends on your
track record
Are they a power user? Everybody uses email, but it’s crowded
Shared Groups?
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Contacting Prospects
LinkedIn InMail
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Flickr user freezelight (CC BY-SA 2.0)
Contacting Prospects
VoilaNorbert.com
AnyMailFinder.com
Guess & Check
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Contacting Prospects
Guess & Check
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Contacting Prospects
Guess & Check
Email-checker.net
MailTester.com
Rapportive
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Contacting Prospects
Guess & Check
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Questions?
?
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LinkedIn Webinar Cheat Sheet
Changing “Who Viewed Your Profile” Visibility Settings
From homepage, find the small picture of yourself in the upper righthand corner. Find and click
on “Privacy and Settings” under the menu that appears.
Reenter your login email and password to verify your identity.
http://blog.wedid.it/linkedin-webinar-survey
Survey
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