5 Tips to Build a Consistent Brand
By Katrina Williams, Sr. Marketing Manager
If you’re a nonprofit leader, chances are LinkedIn has been sitting on your to-do list for a while. Maybe you’ve thought, “I know we should be more active… but who has the time?” Between managing staff, donors, programs and everything in between, showing up consistently on LinkedIn can feel like just another task.
But here’s the thing – marketing your nonprofit with LinkedIn doesn’t have to be complicated, and it doesn’t have to take a lot of time once you get a strategy going on the platform – especially if you are already posting on other channels! With a few simple strategies, you can use it to authentically share your mission, build trust and grow your community.
Why LinkedIn?
With over 1 million nonprofits and 26 million nonprofit professionals on the platform, LinkedIn is more than a place for job searching. It’s a place for nonprofit leaders to build relationships, report on donors’ impact and engage the people who can help move their mission forward.
We’re living in a time when trust matters more than ever – donors, partners and even future staff and volunteers want to connect with the people behind the organization. According to LinkedIn, 42% of U.S. donors research nonprofits on the platform, and 26% discover donation opportunities there. That means showing up here matters. I hope your team can use the following tips in this article to get a strong start!
5 Tips to Optimize Your Presence on LinkedIn
1. Strengthen Your Organization’s Page
Make sure your organization’s LinkedIn page is optimized with a high-quality banner, compelling “About” section and links to your website or donation page. To learn more about crafting a social media bio for your nonprofit, check out this article from the U.S. Chamber of Commerce.
2. Show Up as a Leader
Your personal profile as a nonprofit leader carries weight. Use it to speak from the heart – share vision, wins, lessons and the stories behind the work. For example, if you are joining in a volunteer day at your organization, take a short video with your team showcasing the volunteer day and thanking your community for showing up!
Posts that demonstrate authenticity, expertise and relevance are rewarded in LinkedIn’s algorithm. That means sharing real experiences, inviting dialogue and responding to comments can take your reach much further.
3. Tell Stories That Inspire
Storytelling is a key aspect of sharing the passion and mission of your organization, and although LinkedIn is a professional platform, that doesn’t mean it should be void of heart! There’s a common misconception that it isn’t appropriate to share more organic content on LinkedIn, but that’s not true – your donors and partners are eager to learn more about your nonprofit.
So, highlight the people you serve. Spotlight your staff and volunteers. Celebrate milestones. These posts will show your followers a more authentic view of your organization.
4. Stay Consistent (but Don’t Overthink It)
On LinkedIn, consistent posting is one of the most important parts of building your brand on the platform. Start by posting 2 times per week to create a solid rhythm of content – consistency is key and the platform will reward you for it.
If you are ready to invest more time in the platform, use the 3-2-1 model when posting on LinkedIn:
THREE curated or reshared posts
TWO proud or mission moments
ONE call to action (e.g., donate, attend, volunteer)
One easy way to develop a consistent posting strategy on the platform is by repurposing the content you may already be creating for Facebook or Instagram. Instead of starting from scratch, repurpose this content to post it on LinkedIn as well. To make your content more relevant to LinkedIn’s audience of potential donors and partners, tailor your messaging to highlight the professional and mission-driven aspects of your work. Report back on your nonprofit impact, recognize partners and share other content your audience will find valuable.
5. Engage Meaningfully
LinkedIn’s platform prioritizes real conversations. If you are ready to invest more into your growth on the platform, LinkedIn’s algorithm rewards pages and individuals who comment, reshare and engage with others.
If your employees and volunteers have their own networks on the platform, invite them to reshare your nonprofit’s content and even post their own content from work. The more your organization is shared by your community, the more your brand will be seen by new people on the platform.
Nonprofit Content Ideas
Once you’ve established a posting strategy, it’s time to decide what to post. Here are post examples that your organization can use on the platform:
- Behind-the-Scenes Moments: Show your staff prepping meals, leading programs or serving at volunteer events. This type of organic content is welcome on LinkedIn.
- Program Highlights: Share about unique parts of your ministry – like a thrift store, recovery program or vocational training. This is great content to share specifically on LinkedIn, where more partners and industry leaders follow your content as opposed to other platforms.
- Partnership Spotlights: Highlight collaborations with churches, businesses or other local organizations. Make sure to tag your partners on LinkedIn so that your page can be shared to their network of followers as well.
- Team & Volunteer Spotlights: Introduce your amazing people! This is especially effective with your staff members and volunteers who are already active on LinkedIn and have engaged networks who are following the good work they are doing at your organization.
- Impact Stories: Share testimonials, transformation stories, inspirational quotes and even impact numbers from your organization. These will help showcase the heart behind your nonprofit while giving your followers engaging content on their feed.
Don’t Miss: LinkedIn for Nonprofits
There are over 217,000 nonprofit pages on LinkedIn. If you haven’t already, join LinkedIn for Nonprofits, a free, specialized version of LinkedIn that helps nonprofit organizations maximize the platform.
LinkedIn for Nonprofits includes:
- Dedicated nonprofit consultants and support
- Free resources to grow your reach and engagement
- Tools to recruit talent, build your board, connect with donors and more
This is an easy way to use tools that are already built into the platform to help your organization succeed.
Final Thoughts
LinkedIn is no longer optional – it’s a meaningful part of your nonprofit’s brand, trust-building and growth strategy. Start small. Be authentic. And show up consistently. With the right approach, this platform can help fuel deeper connections, open new doors and support the life-changing work you’re already doing every day.
Want help marketing your ministry? Let’s talk – Heidi Caster, BDI’s SVP, Client Partnership would love to connect with you.
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