Crafting a LinkedIn strategy for nonprofit organisations

by James Mattison

In the digital age, social media platforms have become pivotal in shaping the narratives and driving the success of nonprofit organisations. #LinkedIn, with its professional focus and vast network, stands out as an invaluable tool for nonprofits aiming to expand their reach, engage stakeholders, and drive social impact.

A strategic approach to LinkedIn postings can elevate your nonprofit’s visibility, foster meaningful collaborations, and attract the support necessary to advance your mission. Here’s how to develop a LinkedIn posting strategy that resonates with your audience and amplifies your cause.

Understanding your objectives

Before diving into content creation, define what you aim to achieve with your LinkedIn presence. Are you looking to increase awareness of your cause, attract donations and volunteers, or establish partnerships with like-minded organisations and professionals? Setting clear, measurable objectives will guide your content strategy and help you evaluate its effectiveness.

Knowing your audience

Identify and understand the demographics of your target audience on LinkedIn. Are they industry professionals, potential donors, volunteers, or other nonprofit organisations? Tailoring your content to the interests and needs of your audience increases engagement and the likelihood of achieving your objectives.

Planning your content

A well-rounded content strategy balances various types of posts to keep your audience engaged and informed. Consider incorporating the following:

• Impact Stories: Share success stories and testimonials that highlight the tangible impact of your work. These narratives humanise your cause and inspire action.
• Educational Content: Provide valuable insights, research findings, or industry news related to your nonprofit’s mission. This positions your organisation as a thought leader.
• Behind-the-Scenes: Offer a glimpse into your daily operations, events, or volunteer experiences. This fosters a sense of community and transparency.
• Calls to Action: Explicitly invite your audience to donate, volunteer, attend events, or participate in campaigns. Be clear about what you need and how others can help.

Scheduling and consistency

Determine the optimal frequency and timing of your posts to ensure consistent engagement without overwhelming your audience. Utilise scheduling tools to maintain a steady flow of content, and monitor analytics to adjust your strategy based on what times and types of posts perform best.

Engaging visually

Incorporate high-quality photos, videos, and infographics to make your posts more engaging and shareable. Visual content can significantly increase interaction rates, making your message more likely to be seen and acted upon.

Leveraging hashtags and tags

Use relevant hashtags to increase the visibility of your posts to users interested in specific topics. Tagging partner organisations, volunteers, or individuals featured in your content can also broaden your reach and foster a sense of community.

Encouraging interaction

Invite your audience to engage with your content through comments, shares, and likes. Pose questions, encourage feedback, and participate in the conversation to build relationships and keep your audience engaged.

Analysing and adapting

Regularly review your LinkedIn analytics to understand which types of posts generate the most engagement, and adjust your strategy accordingly. Pay attention to trends over time and be prepared to pivot your approach to align with your audience’s changing preferences.

By implementing a thoughtful LinkedIn posting strategy, nonprofit organisations can effectively communicate their mission, engage with key stakeholders, and mobilise support for their cause. With each post, you have the opportunity to tell your story, highlight your impact, and inspire action—transforming your digital presence into a powerful tool for social change.

This is the third article in a series on leveraging LinkedIn for your nonprofit organisation. View the other articles on our blog. If you would like to speak to us about your nonprofit's digital strategy, you can reach out here or on our website.