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Advanced Social Fundraising - Put your network to work.

Put your network to work with advanced social fundraising.

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Advanced Social Fundraising - Put your network to work.

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  1. Advanced Social Fundraising: Put your network to work

  2. Meet the presenters

  3. 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?

  4. What is social fundraising?

  5. How many people do YOU know? Your network’s network: your board’s network + your coworkers’ network, etc… Your Network: your personal network YOU

  6. Decision makers ignore cold outreach 90 % of decision makers say they never respond to cold outreach Your fundraisers X X X Your champion Your prospect Your donor Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

  7. This approach is all about building relationships that will make your fundraising efforts more successful. 7

  8. What is social fundraising? Social fundraising proactively leverages relationships andinsights to find the right people and secure connections. Social fundraisers drive relationships.

  9. The people you want to talk to are on LinkedIn 2B+ member updates per week Billions of professional relationships 400M+ members

  10. Our members: More charitable than you might think http://mashable.com/2014/09/18/social-media-charity/

  11. LinkedIn: The WayIn 11

  12. How can LinkedIn Sales Navigator play a role in fundraising?

  13. How can you build fundraising relationships? Find the right connections to build strategic partnerships Drive strategic partnerships Target foundations and corporations to develop meaningful relationships Establish institutional connections Engage and manage existing donor relationships Cultivate existing relationships Leverage your board’s relationships efficiently Leverage board connections

  14. How can you use Sales Navigator? 1 Use unlimited search to find the right connections, decision makers and champions Find the right people 2 Stay up-to-date with the most relevant information being fed directly to you Get the right information 3 Engage directly on LinkedIn through InMail and introduction Send the right message

  15. 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? 15

  16. 1 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 16

  17. 2 90% of decision makers say they never respond to cold outreach. How do I ensure my message is well received? 17

  18. 2 Narrow your search with the right information

  19. 3 Leads sourced through warm introductions are 46% more likely to secure funding and lead to 13% higher average donation. How do we build trust? 19

  20. 3 Tailor your message to the individual People give to people they know 40% response rate* if common connection is mentioned 80% response rate* if the common connection knows your prospect well and can make an introduction

  21. 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

  22. Case studies: Autism Speaks Muscular Dystrophy Association

  23. Autism Speaks

  24. Tom Murphy, Director of Corporate Partnerships Autism Speaks

  25. The Issue: Autism Speaks was having difficulty identifying champions at prospect companies 25

  26. Autism Speaks by the numbers Number of companies Autism Speaks is connected to % of Autism Speaks employees with Profile viewed Unique 1st degree connections of Autism Speaks employees Most connected companies # of employees connected to % of employees connected to

  27. 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 27

  28. Muscular Dystrophy Association

  29. Christina Alvarez-Perry, National Vice President Distinguished Events Muscular Dystrophy Association

  30. 1 Evaluation: What were you hoping to achieve using LinkedIn? 30

  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. 31

  32. 2 Implementation: How did you get started? 32

  33. Investigated, learned, and decided to pilot ? 1) Heard about success using LinkedIn Sales Navigator for sales prospecting Found out LinkedIn had a dedicated nonprofit team! They help nonprofits use Sales Navigator for development Discussed internally and decided to launch a pilot with 25 members of the team Used the support, training, and consultation of the LinkedIn nonprofit team and learning resources to drive adoption Track success through metrics provided 2) 3) 4) 5) 33

  34. 3 Trouble shooting: What have been some of the biggest challenges? 34

  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! 35

  36. 4 Success: Do you have any wins you can share? 36

  37. Early stage successes we’ve seen For one team member, over 1 month… $ sponsorship of a MDA event & potential for year round engagement 5 in-person meetings 20 InMails Led to “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!” 37

  38. Summing it all up: • 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 38

  39. Other LinkedIn resources for nonprofits nonprofit.linkedin.com 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     Email us if you are looking to purchase solutions for your organization – nonprofitsolutions@linkedin.com 39

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