5 Tips for Making Meaningful Donor Connections on LinkedIn

Welcome to the latest edition of Moving Forward, a newsletter designed to help nonprofits exchange ideas and learn from one another to unlock the full potential of the sector. This week, we’re sharing five tips to help you elevate your donor outreach efforts, inspired by the session led by LinkedIn’s Joey Zumaya at AFP ICON 2022.

Using LinkedIn as part of your donor cultivation and outreach process can help you reach more of the right people and get to a “yes” faster. There are 830 million members on LinkedIn today, which means there's no shortage of opportunities to connect with people who can make a big difference for your cause. But with so many professionals on the platform, how can you identify the right people to reach out to — and make your message stand out from the crowd?

Whether you already use LinkedIn to find donors or are wondering how to get started, here are five tips for making meaningful connections on the platform:

1. Look for people with a connection to your cause

When people already have a connection to your cause, they’ll be more likely to respond favorably to your outreach. That affinity can show up on their LinkedIn profiles in lots of different ways, like mentions of issues they care about under the “Causes” section or prior volunteering experience at a nonprofit with a similar focus to your own.?

To find these professionals, create a list of keywords relevant to your mission and search for one or more using the search bar on LinkedIn. You can then filter your results based on criteria like location or industry.

2. See who you already know

Your existing network is one of your most valuable assets when it comes to making new connections. When you find a prospect you’re interested in, check if you have any mutual connections that might be able to make an introduction, boosting your credibility and helping you get your foot in the door.?

LinkedIn lets you know if you have mutual connections with someone by putting “2nd” beside their name, meaning they’re a second-degree connection. You can then find a list of any mutual connections you share just above the “Connect” or “Follow” button at the top of their profile.

3. Perfect your digital presence?

LinkedIn is a highly trusted platform, which makes it the ideal place to initiate conversations with prospects. But that trust can be eroded by factors like outdated information on your nonprofit’s LinkedIn Page or a half-finished personal profile.?

To increase your chances of receiving a positive response, spend a few minutes before you reach out auditing your own LinkedIn profile and your nonprofit’s LinkedIn Page. Are they complete and up to date? Do they convey credibility?

4. Ensure the timing is right

The timing of your ask can be just as important as the message itself. If a prospect is celebrating a professional milestone, for instance, saying congratulations is a great way to start a conversation. But if they’re taking some time off work for personal reasons and haven’t posted or commented in weeks, your message may go unread.

Dedicate some time each week to checking prospects’ activity on LinkedIn. Look for both conversation starters and red flags and time your outreach accordingly.?

5. Make an effective introduction

When it’s time to reach out, keep your first message short and sweet, highlighting any connection the prospect has to your cause. Include clear next steps, and don’t be afraid to send a polite follow-up if you don’t hear back.?

If you’re sending a connection request instead of an InMail , use LinkedIn’s “Add a note” feature to provide some context. But don’t make an ask until the prospect has accepted your request — establish the connection first.?

Do you have a top tip for connecting with prospects on LinkedIn? Share what’s worked for your organization in the comments!

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