New Nonprofit Solutions at Linkedin

5 Comments 27 July 2011

image courtesy of tychay, Creative Commons license

On March 22, LinkedIn announced it had surpassed 100 million users, growing at two new members per second. However, more importantly, LinkedIn has 3.6 million individual members who identify as employees or board members of a nonprofit. More than 1,000 nonprofit organizations have established a company page, and there are 76,000 nonprofit groups on LinkedIn.

Given that, it’s great news to hear that Linkedin is putting more resources into supporting nonprofit professionals and organizations. On May 9, the company launched LinkedIn Nonprofit Solutions under its LinkedIn for Good brand.

LinkedIn brought on Bryan Breckenridge, former director of nonprofits and education at the Foundation, to head up the new program, and I spoke with him about what’s in store for nonprofits.

The company has begun taking the steps to address nonprofits’ needs but will be doing a lot more, he says. For starters, LinkedIn has opened a learning center page for nonprofits with great pointers, ideas and resources for maximizing a nonprofit’s presence on the site.The learning center specifically offers examples and best practices about how nonprofit professionals and nonprofit organizations can take advantage of LinkedIn.

Discounted recruiting solutions is a core part of the new LinkedIn Nonprofit Solutions. Bryan says this year they will aggressively discount the price of three primary LinkedIn Recruiting Solutions products for nonprofits, starting as low as $400 per month (which is still a lot for smaller nonprofits):

LinkedIn Recruiter
Jobs Network/Job Slots
Career Pages

LinkedIn Recruiting Solutions can help nonprofits differentiate themselves and recruit the right staff members, volunteers and board members to accomplish their missions. Visit the learning center and click on the “contact us” button if you want more information about these products.

This is great news for nonprofit organizations that want to take advantage of the power of Linkedin’s network. For example, a simple search for “volunteer manager” turned up in 287,985 member profiles within LinkedIn Recruiter. Linkedin also foresees a formalization and globalization of its program at the start of 2012.

Bryan and his colleague Connie Chan Wang (manager of social media, employment brand & community, whom I spoke to about the changes at Linkedin) are also asking for input into how LinkedIn can help nonprofits do their jobs better.

Bryan has been part of a great discussion about this topic in NTEN’s Linkedin Group. Within the group, he asks: “PLEASE help me understand the challenges you’re facing from a talent acquisition perspective. How does you organization source and recruit: full-time staff, skilled volunteers, board members? Beyond our free offerings, this is where our discounting and educational effort will be focused for organizations.”

I applaud the openness that LinkedIn offers by aggressively asking nonprofits for their ideas and input – and listening. I look forward to watching how Linkedin for Good and Linkedin Nonprofit Solutions evolve over the coming year. In the meantime, if you have ideas about how LinkedIn can help your nonprofit, I’m sure Bryan and Linkedin will be following the comments below this post.

One additional note: for the latest worldwide statistics and demographics on Linkedin, check out this informative article.

This post was originally written for Socialbrite’s blog, and is reprinted with permission

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  • I think these changes not only provide new opportunities for nonprofit organizations but also offer a lot of validation for the sector within the larger business community. Excited to see nonprofits coming out of the margins and personally spending less time selecting “other” from lists of sector options.

    Thanks for the writeup that helped give some good clarity and links right to the sources of info.


    Debra Askanase Reply:

    Thanks, Ash. I’m pretty excited by what Linkedin is doing as well. I’m particularly heartened by their willingness to ask the nonprofit sector how Linkedin can best serve the sector, and the suggestion that there are more things brewing for nonprofits at Linkedin.


  • Carl

    Hi Debra,
    Great site.  I’ll need to do some reading here!
    I hate to have my introductory contact be a bit of a ‘correction’, but regarding your comment about LI nonprofit groups being rather inactive, you were right that the closed status of some, at least “Non Profit Network – MojaLink ” keeps their activity hidden.  They are very active, and the beauty of the closed group is that if any spammers get in, they’re out in a flash!  That is the challange.  Keeping the group’s membership ‘clean’.

    As far as the new features for nonprofits, this is the first that I’ve heard about it.  I am currently writing a book about causelaunching, and I would like to hear more.  I also have some rather specific ideas about the funding of nonprofits.  If LinkedIn is indeed listening, I’d love to hear from them!

    Carl Robitaille


    Debra Askanase Reply:

    Hi Carl,
    Thanks for your comments – and I do hope Linkedin is listening!

    I think you may be referring to an earlier blog post I wrote about getting the most out of Linkedin if you are a nonprofit professional: In that post, I wrote “When groups are managed by nonprofits, and the discussion is about the nonprofit or a specific cause, they tend to be inactive.” I am a member of the Linkedin group “Non Profit Network – Mojalink,” and I agree with you that it is very active. However, I don’t think we’re contradicting each other: I was writing about groups run and managed by a single nonprofit about a single cause or the nonprofit itself, which is different than Mojalink.

    Groups like the Mojalink group are active and vibrant because they cross causes and encourage cross-industry networking, discussion and collaboration. In my research, I found that groups centered around their single nonprofit tend to be inactive, and I suspect it is because the discussion topic is too limiting and/or there aren’t enough potential members to create vibrant discussions. This isn’t to say that there aren’t exceptions: the American Red Cross runs a group just for its volunteers, and it is active.

    I’d love to hear your thoughts on this, and encourage this conversation as well; I’m very interested in thinking about this more.



Debra Askanase is an experienced digital engagement strategist, non-profit executive, and community organizer. She works with mission-driven organizations to develop digital strategies and campaigns that engage, create trust, and move stakeholders to action. Debra speaks at conferences worldwide on the intersection of technology, social media, and nonprofit organizations.

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