Did you know that 80% of LinkedIn's BILLION-plus members want to give back to organizations?
Today I’m joined by a repeat guest: Ariana Younai, Head of LinkedIn for Nonprofits! And we’re here to cover how you can strategically use LinkedIn’s most powerful (and often overlooked) tool: Sales Navigator.
Ariana shares exactly how it can help fuel your fundraising efforts, build warm donor relationships, and unlock corporate partnerships. And she’s giving us allll the data, examples, and a time-sensitive offer to boot!
Ariana also breaks down how to use LinkedIn’s advanced filters, buyer intent signals, and relationship insights to identify top prospects, reactivate lapsed donors, and connect with hidden champions within their existing networks.
You’ll even learn how ONE second-degree connection led to a grant that fed over 5,700 essential workers during the pandemic.
Resources & Links
Connect with Ariana on LinkedIn and apply for FREE access to Sales Navigator (limited to 2,000 nonprofits through April 30, 2025).
Check out Ariana on Episode 99: Unlocking the Power of LinkedIn for Your Nonprofit.
This show is brought to you by iDonate. Your donation page is leaking donors, and iDonate's new pop-up donation form is here to fix that. See it in action. Launch the interactive demo here and experience how a well-timed form captures donors in the moment they care most.
Let's Connect!
- Send a DM on Instagram or LinkedIn and let us know what you think of the show!
- My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.
- Want to book Dana as a speaker for your event? Click here!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
LinkedIn members want to give.
We have surveyed them and everytime we do like, 80% of them
want to give back toorganizations.
They view giving back as anextension of their professional
identity.
Remember, the LinkedIn platformis a social platform, but it's
different from Facebook.
It's different from Instagram.
This is one of the most trustedsocial platforms in the world,
year after year, and people whoyou reach on LinkedIn are going
(00:24):
to be inclined to engage withyou when it comes to giving back
to your organizations.
Speaker 2 (00:29):
I'm Dana Snyder, your host of the Missions to
Movements podcast, and my pathto philanthropy has been
anything but traditional.
This show is your weeklymastermind, designed to give you
the ideas, insights and supportyou need to push the boundaries
of what's been done before innonprofit marketing and
fundraising.
Whether you're looking to builda magnetic monthly giving
(00:51):
program, elevate your personalbrand or create partnerships
that amplify your impact, thisspace is for you.
I'll bring you solo episodesand conversations with industry
leaders offering actionablestrategies and fresh
perspectives that will move youand your mission forward.
Let's turn your mission into amovement.
(01:12):
Hello listener, I hope you'rehaving a beautiful start to your
day, or maybe you are listeningto this as you wrap up your day
driving the kids to school.
Whatever it is you're doingdoing some laundry, doing your
dishes I am so happy that youare listening to this as you
wrap up your day driving thekids to school, whatever it is
you're doing doing some laundry,doing your dishes I am so happy
that you are here listening toMissions to Movements.
Today.
I have a repeat guest.
(01:33):
This happens occasionally onthe show with people that I love
what they're doing and whatthey're working on and want to
learn more and share it with you, and so today's repeat guest is
Ariana Unai.
She is the head of LinkedIn fornonprofits.
If you are not already familiar, it is literally one of the
favorite platforms tools.
In my back pocket.
That is a tab that I haveopened pretty much all day,
(01:57):
every day on my computer andnetworking with people and
learning and sharing education,and so if you do not already
follow me, please search DanaSnyder, and if you do not follow
LinkedIn for Nonprofits, pleasefollow them.
And if you do not follow ArianaYunai, please follow her as
well.
I will link to all of thembelow.
Ariana was guest on episode 99.
(02:18):
And that was kind of really anoverall generalization of how
nonprofits can use LinkedIn.
So if you want to go back tothat episode, I can't believe it
.
That was recorded November 15thof 2023, which feels like
forever and a life ago, becauseat the time, my daughter was not
even one.
So that puts things intoperspective.
(02:38):
And she's back today to talkabout a really exciting
announcement and, specifically,how you can tap into LinkedIn
for fundraising, and I know thatis something that everyone is
eager to learn about.
It's a very relational platform.
So, ariana, welcome back to theshow.
Speaker 1 (02:57):
Dina, thank you so much for having me.
I'm so happy to be back.
What episode number are we onnow?
We were at 99 in 2023.
Speaker 2 (03:05):
Oh gosh, 170-something.
Speaker 1 (03:08):
Wow, all right, well less of a pivotal moment than 99
was, but I'm excited to be backfor episode 170-something or
other.
Congrats on your continuedmomentum.
Speaker 2 (03:24):
Thanks.
It's been really fun to see theshow grow and we were just
talking about this a little bitbeforehand.
That international audience, Isee you, I love hearing from you
, so also, like it is thebiggest I don't know approval.
A lot of times I'm talking to aguest, we are talking to each
other into microphones on avirtual screen, and so anytime
we collectively get to hear fromyou about these episodes,
(03:46):
whether it's through a LinkedInmessage or in my inbox, it's a
pleasure.
So please keep sending outthose messages.
It really means a lot and,ariana, I know you are somebody
who probably gets a ton of thosein your role.
Can you share?
I know in episode 99, we wentthrough this a little bit but
for those that did not listen tothat episode, a tiny bit of
background just to give peoplecontext of your role at LinkedIn
(04:08):
.
Speaker 1 (04:09):
Absolutely yes and hi to our global nonprofits.
We love nonprofits around theglobe and excited that hopefully
, some of the messages we sharetoday can reach you All right.
So I have been at LinkedIn 14and a half years and helped
found our very first Thank you.
It has been a lifetime, itfeels like, but I get to be in
my total dream job because wehelp organizations leverage the
(04:32):
power of our platform and ourLinkedIn products to unlock
greater mission level impact,all starting with the fact that
networks, connections,relationships, power, nonprofit
missions, and LinkedIn is asocial network that can help
organizations digitally plottheir networks, build those
relationships, get their brandout, help find the right talent,
(04:55):
keep that talent and, of course, what we're going to be talking
about today is leveraging thepower of our platform for
finding donors, buildingrelationships and ultimately
fueling their missions forward.
So in my role at Bread andButter is that we provide
discounts to nonprofitorganizations to benefit from
the same tools that corporationsuse LinkedIn for it's amazing.
(05:19):
It is about helping nonprofitswith best practices on their
online presence, on makingconnections with folks on the
LinkedIn platform, on generalbest free practices on networks.
So in that respect, my jobreally is about helping
nonprofits do more of theirgreat work by leveraging
LinkedIn period.
It's amazing.
Speaker 2 (05:37):
And I think, state of the state, if I'm right, is it
26 million nonprofitprofessionals on the
platform-ish, something likethat about 20 to 30 million
nonprofit professionals on theplatform-ish.
Speaker 1 (05:46):
Something like that about 20 to 30 million nonprofit
professionals on LinkedInaround the globe, and we have
about half a millionorganizations represented on our
LinkedIn platform today.
Speaker 2 (05:56):
Wow, okay, just listen, if you think about that,
think about the good noise wecan make on the platform for all
of your missions is prettyphenomenal, so just think about.
I know we're maybe reading a lotof things, but I hope this also
excites you to get active onusing your profile to do good
and to post and to share whatyour organization is doing.
(06:17):
And so, okay, let's jump rightin to how LinkedIn can be used
for fundraising, and there's atool called Sales Navigator that
many of you might be familiarwith, and it definitely is not
just.
I think there's maybe this myththat it's just for big
businesses to use, and I don'twant to bury the lead of a very
(06:37):
exciting announcement that'shappening right now is that
LinkedIn and LinkedIn forNonprofits is giving 2,000
eligible nonprofits free accessto the tool for six months, and
so we're going to talk about howyou can use it, why it's
important.
But I also want to share withyou, outside of this special
(06:58):
April announcement that'shappening about the free
platform that you can use forSales Navigator is they normally
have a 75% off discount forindividuals for your own account
upgrades through the resourcehub for nonprofits.
And then, ariana, isn't there aseparate discount for
fundraising teams too.
Speaker 1 (07:18):
Yes, yes so there's individual users from
organizations that just want togive it a try or have
fundraising teams of five orfewer.
That is what we're talkingabout today.
We're giving that away for freefor individual fundraisers.
If you have five or more teammembers and you're ready to look
at an enterprise-wide solution,we have that as well.
That's when you'd come to ourteam and we provide a 50%
(07:40):
discount off of our enterprisesales navigator solution.
That's a bit more sophisticated.
A 50% discount off of ourenterprise sales navigator
solution.
That's a bit more sophisticated, has more features and allows
for platform access for the team.
That's tied to the organization, not the individual member.
Speaker 2 (07:52):
Got it Okay and so, if you go on, there's a link in
the show notes everyone that youcan click to apply for this
right now when they fill out theform.
Do you know how long it takesto hear if you've been approved?
Speaker 1 (08:02):
24 to 48 hours.
Oh fast, yeah Okay, you'realready in our database as an
approved nonprofit.
It's going to be prettyinstantaneous, so don't let that
stop you.
Yeah, okay, go ahead andactivate again.
Only 2000.
We're giving away here, so it'sgoing to go fast.
I think we're maybe overhalfway there.
Speaker 2 (08:21):
Yes, okay, exciting, so get on it literally, as
you're listening to thisconversation, just fill out the
form.
So what is the thought behindthis offer and how have you
really seen nonprofits use it tofuel their growth?
Speaker 1 (08:35):
Yes.
So let me start by saying thatLinkedIn members want to give.
We have surveyed them and everytime we do like 80% of them
want to give back toorganizations.
They view giving back as anextension of their professional
identity.
Remember, the LinkedIn platformis a social platform, but it's
different from Facebook.
It's different from Instagram.
This is a one of the mosttrusted social platforms in the
(08:56):
world year after year, andpeople who you reach on LinkedIn
are going to be inclined toengage with you when it comes to
giving back to yourorganization.
So I want you to remember thatas we get into today's
conversation.
That's huge, yeah, and so youhave a captive audience and you
have an audience who's on thereand they're already operating
from a place of trust.
So capitalize on that, andwe're going to talk a bit about
(09:18):
how to do that outreach via themessages you send and how to use
sales navigator to do it.
But let's start by like zoomingway out.
So those of you who arelistening probably already know
this, but I'm going to start bysaying the nonprofit industry is
massive.
In the US alone, there arealmost 2 million nonprofit
organizations that collectivelyemploy 12.8 million workers,
(09:41):
with nearly two out of everythree nonprofit jobs in the
healthcare and social assistancesector as of 2022.
Wow, so U S nonprofit workersaccount for roughly 10% 10% of
all private sector workers inthe U S.
That's huge.
It's a huge industry, and tomake this work possible,
nonprofits rely on the expertiseof fundraising professionals to
(10:03):
secure support from a wideportfolio of major gift owners,
corporate sponsors, and moreEffective fundraising is
absolutely critical to nonprofitsuccess, and we know from a
recent report we ran on 2025jobs on the rise.
Linkedin put this out.
Director of development andgrants consultants made
(10:24):
LinkedIn's top list for jobs andthis is like LinkedIn wide.
This isn't a nonprofit specific.
It was like across the platform.
Director of development grantsconsultants were top of the list
.
What this highlights is thatthe fastest growing jobs on the
platform and the trends definingthe future of work, according
(10:45):
to our data, surround thenonprofit sector.
One of the best ways nonprofitscan find and connect with new
donors and supporters is byleveraging LinkedIn and our
network of over 1 billion.
Linkedin has now over 1 billionmembers who are likely to want
to donate to a nonprofitorganization.
Remember my 80% stat at the topof this message.
(11:07):
This is your captive audience.
It's huge and we know that alot of individuals are engaging
with LinkedIn for reaching moreindividuals who want to get.
Speaker 2 (11:15):
Yeah, I mean I think of right off the bat Sales
Navigator to me because I'vedove into the product before.
Filters that 80% for you.
It helps find those clouds ofconnections of people around you
For anybody who might not haveever seen what Sales Navigator
(11:36):
looks like and does.
How does it help go from abillion people into finding your
pockets of people that youshould be connecting with and
reaching out to?
Speaker 1 (11:48):
Yeah, the tool is designed to help you filter
through those 1 billionprofessionals.
Let me help you see how thisworks.
So this is actually a toolthat's made for sales
professionals to build warmconnections.
We repurpose it for nonprofitsto use it, because nonprofits
are effectively selling theirmission and they're selling
their asks.
So, advanced search filters youalready named it, dana.
We have over 50 plus specificattributes and parameters you
(12:11):
can use in the tool.
In the advanced search filterssection, there are general
options like location, job title.
This basically offers a deeperlevel of customization and
specificity so you can targetpotential donors with accuracy.
Speaker 2 (12:25):
Even companies.
Speaker 1 (12:26):
Even companies.
So you can let's say you'retargeting Adobe, you can
literally narrow your search toindividuals who are likely to
want to engage with you, whowork at that specific company,
or you can find the person atthat company who would be
responsible for buildingnonprofit partnerships as part
of their corporate philanthropicstrategy.
There are also other features Iwant to talk about here.
(12:49):
One are Team Link andRelationship Explorer.
They help you identifyunexpected champions.
So these are people who mightbe?
willing to advocate for yourorganization internally by
highlighting leads that arealready connected to your
colleagues or board members.
By highlighting leads that arealready connected to your
colleagues or board members Okay, so the tool helps you see
you're in who is likely to wantto give based on their
(13:12):
connections.
Speaker 2 (13:13):
Yeah.
Speaker 1 (13:13):
Think about it like the ideal asa nonprofit
fundraiser that you're able toactually visualize, who knows
who and who would be willing togive you a warm connection or
who would be willing to engagewith your organization's mission
, based on who's connected.
Speaker 2 (13:28):
That's amazing.
So, if I'm hearing this right,it's not just my personal
profile, but it's also it couldbe board members, like the
relationships that are alreadyattached to your organization
that it's using for connections.
That's huge.
So then I could go to, let'sjust say you're, you're on my
board and say, hey, I see thatyou have this first degree
(13:52):
connection with someone.
Would you be able to be willingto make an introduction?
Et cetera, et cetera.
Speaker 1 (13:59):
That's exactly right, and let me give you I'm going
to give you a couple examples,Dean, if that's cool to slip
those in and out.
One is of corporatepartnerships, so I'm sure many
listening are interested inbuilding corporate relationships
.
Let me tell you about Hope forHaiti.
Hope for Haiti is a nonprofitworking to improve quality of
(14:28):
life for the Haitian people.
Working with community, thenusing the tools advanced search
filters to look for employees atthose companies who seem like
they might be interested in thework that Hope for Haiti is
doing, regardless of their role.
You can look at things likepeople's volunteer interests,
folks who are located near thearea, individuals who are?
(14:50):
already on boards oforganizations or volunteer
organizations with a similarmission.
This can also be a greatstrategy for recruiting new
board members.
By the way, who?
Are interested in the work thatHope for Haiti is doing.
I want to share another story.
I talked about this at akeynote.
Speaker 2 (15:06):
I did for yeah, at the summit.
Speaker 1 (15:15):
At the summit Repeat listeners.
It's going to be a reminder ofthe story of union settlement,
the organization I'm on theboard of, located in east harlem
.
It's a bit more personal, but Ilove this one because it really
gets into the power ofconnections and relationships
and the interconnectedness thatbecomes visible once you have a
tool like sales nap.
So union settlement offers aton of programs to support
communities for underserved ineast har, from young adults all
(15:37):
the way up to the elderly.
It's a small organization,relies a ton on building
relationships and hustling toget those fundraising dollars in
to get individuals engaged withthe organization's mission.
And the story I'm going to tellstarts with a man named Jonathan
.
At the height of the pandemicin 2020, jonathan saw that a
colleague he worked with 15years ago, ed, had posted on
(16:01):
LinkedIn about one of UnionSettlements' upcoming Harlem
Nights charity events.
Ed was on our board andJonathan hadn't spoken to him in
years.
He didn't realize that until hesaw the post and realized, oh,
ed's on the board of this reallycool organization.
I want to learn more about them.
So he reconnected with Ad OverCoffee and, inspired by the
conversation, went on to connectwith our then development
(16:22):
director, christine, to learnabout ways he could get involved
.
When Christine and Jonathanconnected on LinkedIn, she
immediately noticed, by usingSales Nav, that one of his
current coworkers noticed byusing sales nav, that one of his
current co-workers, ron, isbased in Harlem.
So as the director ofdevelopment noticed that
(16:43):
someone's in Harlem who works ata great corporation, so she
asked Jonathan if he couldintroduce her to Ron.
So now we're talking seconddegree connections.
Yeah Well, it turns out Ron hadjust moved to Harlem and was
already researching hyperlocalorg.
Orange he could give to.
That was pretty perfect, right.
Speaker 2 (16:58):
Yeah, timely.
Speaker 1 (16:59):
After one conversation.
So you know she kind of had herprimed audience warm lead.
After one conversation withChristine and hearing her
passion, rob was able to securea large grant from his company
to union settlement.
Speaker 2 (17:12):
Wow.
Speaker 1 (17:13):
And that grant was used to help 24 East Harlem
restaurants sustain themselveswhile providing meals to
essential workers at MetroHospital.
So over a five week period theyprovided over 5,700 meals
massive impact.
I could go on and on, but Ireally want to illustrate here
for you.
This is real life stuff.
This is a tool that helps thosereal life relationships be
built more efficiently.
(17:33):
These are the things that, ifyou are a fundraising
professional with all the timein the world to cultivate a
relationship like the oneChristine found with Ron, could
have happened over the course ofmany, many months.
That in this case, happenedover the course of weeks.
Speaker 2 (17:46):
It's amazing and it's a social platform.
It's where we want to connectwith people.
I think this is such a goodstory about.
Just it's relevant.
He was already searching forsomething.
You're finding him in thatright moment.
It was all relational.
It happened so serendipitouslyand a lot of times we might just
be missing those serendipitousconnections because we don't
(18:10):
have a tool that can help curatethat relationship moment.
Essentially and I think that'swhat it helps you do is really
hone in on those niches to yourmissions that you want to be
connected with.
I mean, I tell the story allthe time about.
I, on International Women's Daytwo years ago now, I saw a post
(18:31):
I was looking for a localAtlanta-based nonprofit to
support that was women-owned.
On International Women's Day,the founder, gloriana Umana,
ended up posting something onInternational Women's Day about
the work she does.
I signed up as a monthly donoron that day because of her post
on LinkedIn.
Fast forward, gloria has nowshe wrote the foreword of my
(18:52):
book and then, just for mybirthday just in March, stories,
corporate partnerships, boardmembers, fundraising initiatives
(19:18):
.
For someone who's never usedthe tool, this might sound
overwhelming, this might sounddaunting, maybe a little bit
confusing.
What do you think would be thefirst thing they should do.
Let's say, they are applyingright now, in this moment
Listener, I hope you are theyget access.
They're like, yeah, I haveaccess.
And now what?
What's the first thing they cando to make the most out of the
(19:40):
access?
Speaker 1 (19:41):
I'm going to give you two things First, check out the
free resources that we have atnonprofitlinkedincom.
I know Dana will link thatconveniently for you.
We have a ton of blog posts onhow you can leverage Sales
Navigator for fundraising.
You're going to find a lot ofinspiration there.
These are practical tips andtricks all housed on our website
.
But once you've applied, onceyou've redeemed your free Sales
(20:04):
Navigator, the first thingyou're going to want to do is
upload your current andprospective donor lists.
You can upload that right intoSales Nav Cool right.
And we integrate with CRMplatforms like Salesforce, which
many of you, I'm sure, areusing to track your donors, but
even if not, you can upload itand you can then start using
advanced filters to uncover newinformation about the people
(20:26):
you're already tracking.
Speaker 2 (20:27):
I wish I had no idea you could do that.
Speaker 1 (20:29):
Yes.
Speaker 2 (20:30):
Okay, mine's a little bit blown right now.
Speaker 1 (20:33):
Soak that in.
Let that soak in for a second.
Speaker 2 (20:36):
Okay, wait, so you can upload the list and then
what's an example?
Like more information about thedonors and like their
connections.
Speaker 1 (20:44):
Yeah, so one of the things you're going to want to
look for is you can connect thatcustom list to LinkedIn's buyer
intent feature.
Buyer intent feature is one ofthe things you can access in
Sales Nav and that will help yousee if someone follows your
LinkedIn page, if they've everinteracted with one of your
pieces of content you've put outon LinkedIn, if they're
(21:07):
connected to someone at yourorganization or if they've ever
opened a LinkedIn direct messagefrom someone at your
organization.
You can see that whole history.
What the you guys.
This is gold.
It's going to basically helpyou see, like what's the value
of that individual that you haveon your list in a LinkedIn
context.
Speaker 2 (21:26):
So cool.
Okay, that alone right there,do that.
Speaker 1 (21:30):
That's how you prioritize your outreach.
This is all about.
Look, we know you out there whoare fundraising and trying to
get more individuals engagedwith your organization.
This is maybe your only job, orit may be one of many jobs you
do for the organizations thatyou represent.
The whole point here is we'retrying to help you be more
efficient and get better bangfor your buck out of every
(21:53):
engagement.
This tool allows you tobasically prioritize your time
and make sure the outreach youdo send and I'll get into this
in just a moment, and I knowyou're going to ask me about
this, Dana make sure that theoutreaches you send are
personalized, that they'relikely to get a response.
You're not going to be able todo that for 5,000 people, but
maybe you can do it to 10 whoare very likely to engage with
(22:15):
you, because we have data on allthe things they do on LinkedIn
that would help indicate thatthey are a likely buyer, so to
speak.
Speaker 2 (22:22):
Okay, and before I ask you that question, I have
even a thought with this.
So could you upload a list oflapsed donors?
Only that way you can even seeon that lapsed list are there
connections that where you couldlike recultivate, because they
might just not be getting youremails because it's a wrong
email or for whatever reasonthey're not seeing it anymore.
But on here it's a differentplatform where I always like you
(22:46):
get the push notification whensomebody sends you a message if
you have that turned on, andit's just a totally different
place to connect with somebody.
So you could segment theseuploads and to see where you
should be focusing time on lapsor if it's just like done, like
there's been no interestrecently, not worth the effort
to send the message.
Speaker 1 (23:06):
Yeah, absolutely.
It's a great idea, dana.
I would strongly recommend that.
I mean, think about it likethis is your win back list.
Yeah, how do you win theseindividuals back right?
And that, in and of itself, isa very smart strategy that this
tool helps you in minutes, toachieve.
Speaker 2 (23:22):
Yes, yes, okay, so I have uploaded my list.
I have started here with thistip, which is gold when I'm
sending the message, normallywhen you just if you don't have
Sales Navigator and you'rereaching out to cold people I
know this from personal use theconnection request message, I
think, is maxed at 200characters, so it's pretty short
(23:45):
and sweet, but if you haveSales Navigator, you can send
longer messages.
However, that doesn't mean thatyou should be sending an essay
to these cold people.
Do you have some best practicesor thoughts on, when we do send
outreach, what the format ofthat message should look like?
Speaker 1 (24:05):
Number one remember the person receiving your
message is a human.
You're trying to get this humanto care about what your
organization does, which meansyou're appealing to a part of
the professional identity thatis more personal.
So make the message personal.
Short and sweet, for short.
So figure out something ontheir profile that stood out to
(24:25):
you.
Why are you reaching out tothem specifically?
That's only going to besomething you as a human can
identify and once you'veobviously used the tool to
cultivate the top of your list,it should feel relational.
This is still a social platform.
Don't just pull your missionstatement to the top of your
message, because if I'm lookingat a million messages in my
(24:45):
inbox and I see something thatlooks generic, I'm going to skip
right past it.
Make it personal, then makeyour ask directly.
So I would go pretty quicklyfrom why you're reaching out to
that that personal, human touchto what are you asking for?
Yes, you can go back and listento the hundreds of Dana's
(25:07):
missions movement podcast, whereshe most likely talks about the
power of making a direct ask.
But what is it?
Is it a call?
Is it a connection request?
Is it a request to stay intouch?
Is it a partnership.
But make the direct ask, don'tleave it vague, so that you can
get what you're asking.
Remember, most members who aregonna be opening the asset are
gonna want to engage with it.
So don't be afraid to make thatask directly.
Speaker 2 (25:27):
That's right.
I do that all the time is whatI preach.
This is when I want podcastguests, I say I think you'd be
an amazing guest on the show.
Here's why Can I send you thelink, and I a lot of times send
the recording link directly inthe LinkedIn.
We don't even go to email untillater, where I send it to my
team, for where we sendquestions across, because we're
(25:47):
communicating in this platform.
So just keep it there and thenyou can shift things over when
you need to get more lengthy anddetailed, of course, okay,
amazing.
So we talked about we knowdonors are on LinkedIn 80%,
which is a huge opportunitythat's untapped.
Fill out the application forthe free sales navigator as an
(26:11):
individual, even outside of thispromo period.
When's the last date that theyhave to apply?
April 30th, yes, okay, the endof the month, and then after
that there is still a 75% offfor Sales Navigator, which is
incredible for nonprofits, andlots of other discounts in the
(26:32):
resource hub.
Anything else that you thinkwould be a great tip as they're
utilizing this platform?
They've uploaded their list,They've gone through the
champion connections that theymight have.
Any final thoughts on tips inthe platform?
Speaker 1 (26:49):
Yeah, absolutely.
I'm going to share something.
I want to leave you all withthis message Obviously, I'm here
.
You have two LinkedIn fangirlstalking to one another right now
.
I hope that you take away fromthis that you're going to go to
LinkedIn whether or not you'veengaged with LinkedIn for
fundraising or any other needsand go learn more.
I hope you'll take advantage ofthis free offering and stay
(27:09):
with us over time, but I want togive you some general words
here.
Play the long game You'resending out these messages.
You are hoping you get aresponse.
You're probably not going toget a response to everything, or
maybe you get a, maybe later.
I could be interested in hit meup in six months.
Right, play the long game andengage regularly.
(27:29):
This is going to be specific toLinkedIn, but I want you to
remember this in everyinteraction you have with
potential donors.
React to them, comment on theirposts on LinkedIn, and the tool
is going to help you see whenthey post so you can prioritize
liking the posts of people whoare more intentional buyers.
Send them links to relevantcontent.
Let's see if an exciting annualreport put out.
Send it to them.
Introduce them to other peopleand organizations you think they
(27:52):
might be interested in.
By maintaining a socialrelationship with your leads,
you can remain top of mind andshow them you care about
supporting their professionalendeavors and when it comes to
time to reach out with aspecific ask, again you'll have
plenty of information to helpyou personalize your message and
make sure that they're againmore likely to want to engage
and take action with you.
Speaker 2 (28:13):
Yes, and again, this isn't just talk I want to share.
So I have a sustainer Slackgroup channel.
There's 160 somethingnonprofits in there now where
all we do is talk about buildingmonthly giving programs and
this just happened last Monday.
So this is like super timely.
I got a message in the group.
This is a Canadian organization.
She received a recurring giftof $150 USD their Canadian
(28:39):
charity so that was huge forthem and just she was like I'm
so thrilled, she's like there'sa big win for us.
And she said I appreciate thesupport because the group was
like giving her all the love andshe goes.
Also, on the back of thatdonation came a one-time $100
USD donation as there was a poston LinkedIn and this second
donor was spurred to donate.
(29:01):
What a ripple effect.
And then she was thrilled shegoes that one monthly donation
and my last post on LinkedIncame three more donors from
friends of that donor.
Speaker 1 (29:12):
Isn't that crazy, dina?
You should be the one talkingabout this, but this is exactly
the point.
Speaker 2 (29:22):
Right, right, there that's it.
It's feeling inspired by thefriends that are posting so that
one monthly donation createdthree more from the connections
on that page, and so you shouldsee the thread of the other
nonprofits.
Replying back to this womanthat's talking about this for
organization she just launchedher monthly giving program.
(29:42):
So this is a huge jolt ofexcitement and energy and
momentum that I'm sure so manyof you need in this moment is
good news.
Good news, momentum, feeling,positivity that people are there
to support you and just letyour other donors do the work
for you.
And this connection happens onplatforms like this when the
(30:06):
sharing ripple takes place and Ithink that was the whole
genesis of your summitconversation about Metcalfe Law,
right About the more peoplethat are connected, the more it
shares and grows and grows, andgrows and grows.
So Exponential, exponential,that's right.
So I'm all about having this bea platform of feel-good stories
.
Man, we need it more now thanever and forever, honestly,
(30:30):
every single day.
So thank you so much foreverything that your team is
doing.
Listeners, please click thelink in the show notes.
Let us know.
If you have any questions.
Ariana is obviously LinkedInthe best place to connect with
you.
Speaker 1 (30:46):
LinkedIn is the best place to connect with me.
Find me there.
I'm the only Ariana, you and Iam pretty sure, lucky for.
Speaker 2 (30:52):
SEO.
Speaker 1 (30:55):
Exactly, I've claimed it.
I just want to thank you allfor everything that you're doing
.
Dana, thank you for theopportunity to speak about this
Nonprofits.
We are here for you Now, alwaysfind us, connect with us, and
we look forward to seeing youtake advantage of this offer.
Speaker 2 (31:11):
Amazing Thanks for being here.
Speaker 1 (31:12):
Thank you.
Speaker 2 (31:14):
Thank you so much for tuning into today's episode of
Missions to Movements.
If you enjoyed our conversationand found it helpful, I would
love for you to take a moment toleave a review.
Wherever you're listening, yourfeedback helps us reach more
change makers like you andcontinue bringing impactful
stories and strategies to theshow.
(31:35):
Don't forget to hit thatsubscribe button, too, so you'll
never miss an episode.
And until next time, keepturning your mission into a
movement.
LinkedIn members want to give.
We have surveyed them and everytime we do like, 80% of them
want to give back toorganizations.
They view giving back as anextension of their professional
identity.
Remember, the LinkedIn platformis a social platform, but it's
different from Facebook.
It's different from Instagram.
This is one of the most trustedsocial platforms in the world,
year after year, and people whoyou reach on LinkedIn are going
(00:24):
to be inclined to engage withyou when it comes to giving back
to your organizations.
Speaker 2 (00:29):
I'm Dana Snyder, your host of the Missions to
Movements podcast, and my pathto philanthropy has been
anything but traditional.
This show is your weeklymastermind, designed to give you
the ideas, insights and supportyou need to push the boundaries
of what's been done before innonprofit marketing and
fundraising.
Whether you're looking to builda magnetic monthly giving
(00:51):
program, elevate your personalbrand or create partnerships
that amplify your impact, thisspace is for you.
I'll bring you solo episodesand conversations with industry
leaders offering actionablestrategies and fresh
perspectives that will move youand your mission forward.
Let's turn your mission into amovement.
(01:12):
Hello listener, I hope you'rehaving a beautiful start to your
day, or maybe you are listeningto this as you wrap up your day
driving the kids to school.
Whatever it is you're doingdoing some laundry, doing your
dishes I am so happy that youare listening to this as you
wrap up your day driving thekids to school, whatever it is
you're doing doing some laundry,doing your dishes I am so happy
that you are here listening toMissions to Movements.
Today.
I have a repeat guest.
(01:33):
This happens occasionally onthe show with people that I love
what they're doing and whatthey're working on and want to
learn more and share it with you, and so today's repeat guest is
Ariana Unai.
She is the head of LinkedIn fornonprofits.
If you are not already familiar, it is literally one of the
favorite platforms tools.
In my back pocket.
That is a tab that I haveopened pretty much all day,
(01:57):
every day on my computer andnetworking with people and
learning and sharing education,and so if you do not already
follow me, please search DanaSnyder, and if you do not follow
LinkedIn for Nonprofits, pleasefollow them.
And if you do not follow ArianaYunai, please follow her as
well.
I will link to all of thembelow.
Ariana was guest on episode 99.
(02:18):
And that was kind of really anoverall generalization of how
nonprofits can use LinkedIn.
So if you want to go back tothat episode, I can't believe it
.
That was recorded November 15thof 2023, which feels like
forever and a life ago, becauseat the time, my daughter was not
even one.
So that puts things intoperspective.
(02:38):
And she's back today to talkabout a really exciting
announcement and, specifically,how you can tap into LinkedIn
for fundraising, and I know thatis something that everyone is
eager to learn about.
It's a very relational platform.
So, ariana, welcome back to theshow.
Speaker 1 (02:57):
Dina, thank you so much for having me.
I'm so happy to be back.
What episode number are we onnow?
We were at 99 in 2023.
Speaker 2 (03:05):
Oh gosh, 170-something.
Speaker 1 (03:08):
Wow, all right, well less of a pivotal moment than 99
was, but I'm excited to be backfor episode 170-something or
other.
Congrats on your continuedmomentum.
Speaker 2 (03:24):
Thanks.
It's been really fun to see theshow grow and we were just
talking about this a little bitbeforehand.
That international audience, Isee you, I love hearing from you
, so also, like it is thebiggest I don't know approval.
A lot of times I'm talking to aguest, we are talking to each
other into microphones on avirtual screen, and so anytime
we collectively get to hear fromyou about these episodes,
(03:46):
whether it's through a LinkedInmessage or in my inbox, it's a
pleasure.
So please keep sending outthose messages.
It really means a lot and,ariana, I know you are somebody
who probably gets a ton of thosein your role.
Can you share?
I know in episode 99, we wentthrough this a little bit but
for those that did not listen tothat episode, a tiny bit of
background just to give peoplecontext of your role at LinkedIn
(04:08):
.
Speaker 1 (04:09):
Absolutely yes and hi to our global nonprofits.
We love nonprofits around theglobe and excited that hopefully
, some of the messages we sharetoday can reach you All right.
So I have been at LinkedIn 14and a half years and helped
found our very first Thank you.
It has been a lifetime, itfeels like, but I get to be in
my total dream job because wehelp organizations leverage the
(04:32):
power of our platform and ourLinkedIn products to unlock
greater mission level impact,all starting with the fact that
networks, connections,relationships, power, nonprofit
missions, and LinkedIn is asocial network that can help
organizations digitally plottheir networks, build those
relationships, get their brandout, help find the right talent,
(04:55):
keep that talent and, of course, what we're going to be talking
about today is leveraging thepower of our platform for
finding donors, buildingrelationships and ultimately
fueling their missions forward.
So in my role at Bread andButter is that we provide
discounts to nonprofitorganizations to benefit from
the same tools that corporationsuse LinkedIn for it's amazing.
(05:19):
It is about helping nonprofitswith best practices on their
online presence, on makingconnections with folks on the
LinkedIn platform, on generalbest free practices on networks.
So in that respect, my jobreally is about helping
nonprofits do more of theirgreat work by leveraging
LinkedIn period.
It's amazing.
Speaker 2 (05:37):
And I think, state of the state, if I'm right, is it
26 million nonprofitprofessionals on the
platform-ish, something likethat about 20 to 30 million
nonprofit professionals on theplatform-ish.
Speaker 1 (05:46):
Something like that about 20 to 30 million nonprofit
professionals on LinkedInaround the globe, and we have
about half a millionorganizations represented on our
LinkedIn platform today.
Speaker 2 (05:56):
Wow, okay, just listen, if you think about that,
think about the good noise wecan make on the platform for all
of your missions is prettyphenomenal, so just think about.
I know we're maybe reading a lotof things, but I hope this also
excites you to get active onusing your profile to do good
and to post and to share whatyour organization is doing.
(06:17):
And so, okay, let's jump rightin to how LinkedIn can be used
for fundraising, and there's atool called Sales Navigator that
many of you might be familiarwith, and it definitely is not
just.
I think there's maybe this myththat it's just for big
businesses to use, and I don'twant to bury the lead of a very
(06:37):
exciting announcement that'shappening right now is that
LinkedIn and LinkedIn forNonprofits is giving 2,000
eligible nonprofits free accessto the tool for six months, and
so we're going to talk about howyou can use it, why it's
important.
But I also want to share withyou, outside of this special
(06:58):
April announcement that'shappening about the free
platform that you can use forSales Navigator is they normally
have a 75% off discount forindividuals for your own account
upgrades through the resourcehub for nonprofits.
And then, ariana, isn't there aseparate discount for
fundraising teams too.
Speaker 1 (07:18):
Yes, yes so there's individual users from
organizations that just want togive it a try or have
fundraising teams of five orfewer.
That is what we're talkingabout today.
We're giving that away for freefor individual fundraisers.
If you have five or more teammembers and you're ready to look
at an enterprise-wide solution,we have that as well.
That's when you'd come to ourteam and we provide a 50%
(07:40):
discount off of our enterprisesales navigator solution.
That's a bit more sophisticated.
A 50% discount off of ourenterprise sales navigator
solution.
That's a bit more sophisticated, has more features and allows
for platform access for the team.
That's tied to the organization, not the individual member.
Speaker 2 (07:52):
Got it Okay and so, if you go on, there's a link in
the show notes everyone that youcan click to apply for this
right now when they fill out theform.
Do you know how long it takesto hear if you've been approved?
Speaker 1 (08:02):
24 to 48 hours.
Oh fast, yeah Okay, you'realready in our database as an
approved nonprofit.
It's going to be prettyinstantaneous, so don't let that
stop you.
Yeah, okay, go ahead andactivate again.
Only 2000.
We're giving away here, so it'sgoing to go fast.
I think we're maybe overhalfway there.
Speaker 2 (08:21):
Yes, okay, exciting, so get on it literally, as
you're listening to thisconversation, just fill out the
form.
So what is the thought behindthis offer and how have you
really seen nonprofits use it tofuel their growth?
Speaker 1 (08:35):
Yes.
So let me start by saying thatLinkedIn members want to give.
We have surveyed them and everytime we do like 80% of them
want to give back toorganizations.
They view giving back as anextension of their professional
identity.
Remember, the LinkedIn platformis a social platform, but it's
different from Facebook.
It's different from Instagram.
This is a one of the mosttrusted social platforms in the
(08:56):
world year after year, andpeople who you reach on LinkedIn
are going to be inclined toengage with you when it comes to
giving back to yourorganization.
So I want you to remember thatas we get into today's
conversation.
That's huge, yeah, and so youhave a captive audience and you
have an audience who's on thereand they're already operating
from a place of trust.
So capitalize on that, andwe're going to talk a bit about
(09:18):
how to do that outreach via themessages you send and how to use
sales navigator to do it.
But let's start by like zoomingway out.
So those of you who arelistening probably already know
this, but I'm going to start bysaying the nonprofit industry is
massive.
In the US alone, there arealmost 2 million nonprofit
organizations that collectivelyemploy 12.8 million workers,
(09:41):
with nearly two out of everythree nonprofit jobs in the
healthcare and social assistancesector as of 2022.
Wow, so U S nonprofit workersaccount for roughly 10% 10% of
all private sector workers inthe U S.
That's huge.
It's a huge industry, and tomake this work possible,
nonprofits rely on the expertiseof fundraising professionals to
(10:03):
secure support from a wideportfolio of major gift owners,
corporate sponsors, and moreEffective fundraising is
absolutely critical to nonprofitsuccess, and we know from a
recent report we ran on 2025jobs on the rise.
Linkedin put this out.
Director of development andgrants consultants made
(10:24):
LinkedIn's top list for jobs andthis is like LinkedIn wide.
This isn't a nonprofit specific.
It was like across the platform.
Director of development grantsconsultants were top of the list
.
What this highlights is thatthe fastest growing jobs on the
platform and the trends definingthe future of work, according
(10:45):
to our data, surround thenonprofit sector.
One of the best ways nonprofitscan find and connect with new
donors and supporters is byleveraging LinkedIn and our
network of over 1 billion.
Linkedin has now over 1 billionmembers who are likely to want
to donate to a nonprofitorganization.
Remember my 80% stat at the topof this message.
(11:07):
This is your captive audience.
It's huge and we know that alot of individuals are engaging
with LinkedIn for reaching moreindividuals who want to get.
Speaker 2 (11:15):
Yeah, I mean I think of right off the bat Sales
Navigator to me because I'vedove into the product before.
Filters that 80% for you.
It helps find those clouds ofconnections of people around you
For anybody who might not haveever seen what Sales Navigator
(11:36):
looks like and does.
How does it help go from abillion people into finding your
pockets of people that youshould be connecting with and
reaching out to?
Speaker 1 (11:48):
Yeah, the tool is designed to help you filter
through those 1 billionprofessionals.
Let me help you see how thisworks.
So this is actually a toolthat's made for sales
professionals to build warmconnections.
We repurpose it for nonprofitsto use it, because nonprofits
are effectively selling theirmission and they're selling
their asks.
So, advanced search filters youalready named it, dana.
We have over 50 plus specificattributes and parameters you
(12:11):
can use in the tool.
In the advanced search filterssection, there are general
options like location, job title.
This basically offers a deeperlevel of customization and
specificity so you can targetpotential donors with accuracy.
Speaker 2 (12:25):
Even companies.
Speaker 1 (12:26):
Even companies.
So you can let's say you'retargeting Adobe, you can
literally narrow your search toindividuals who are likely to
want to engage with you, whowork at that specific company,
or you can find the person atthat company who would be
responsible for buildingnonprofit partnerships as part
of their corporate philanthropicstrategy.
There are also other features Iwant to talk about here.
(12:49):
One are Team Link andRelationship Explorer.
They help you identifyunexpected champions.
So these are people who mightbe?
willing to advocate for yourorganization internally by
highlighting leads that arealready connected to your
colleagues or board members.
By highlighting leads that arealready connected to your
colleagues or board members Okay, so the tool helps you see
you're in who is likely to wantto give based on their
(13:12):
connections.
Speaker 2 (13:13):
Yeah.
Speaker 1 (13:13):
Think about it like the ideal asa nonprofit
fundraiser that you're able toactually visualize, who knows
who and who would be willing togive you a warm connection or
who would be willing to engagewith your organization's mission
, based on who's connected.
Speaker 2 (13:28):
That's amazing.
So, if I'm hearing this right,it's not just my personal
profile, but it's also it couldbe board members, like the
relationships that are alreadyattached to your organization
that it's using for connections.
That's huge.
So then I could go to, let'sjust say you're, you're on my
board and say, hey, I see thatyou have this first degree
(13:52):
connection with someone.
Would you be able to be willingto make an introduction?
Et cetera, et cetera.
Speaker 1 (13:59):
That's exactly right, and let me give you I'm going
to give you a couple examples,Dean, if that's cool to slip
those in and out.
One is of corporatepartnerships, so I'm sure many
listening are interested inbuilding corporate relationships
.
Let me tell you about Hope forHaiti.
Hope for Haiti is a nonprofitworking to improve quality of
(14:28):
life for the Haitian people.
Working with community, thenusing the tools advanced search
filters to look for employees atthose companies who seem like
they might be interested in thework that Hope for Haiti is
doing, regardless of their role.
You can look at things likepeople's volunteer interests,
folks who are located near thearea, individuals who are?
(14:50):
already on boards oforganizations or volunteer
organizations with a similarmission.
This can also be a greatstrategy for recruiting new
board members.
By the way, who?
Are interested in the work thatHope for Haiti is doing.
I want to share another story.
I talked about this at akeynote.
Speaker 2 (15:06):
I did for yeah, at the summit.
Speaker 1 (15:15):
At the summit Repeat listeners.
It's going to be a reminder ofthe story of union settlement,
the organization I'm on theboard of, located in east harlem
.
It's a bit more personal, but Ilove this one because it really
gets into the power ofconnections and relationships
and the interconnectedness thatbecomes visible once you have a
tool like sales nap.
So union settlement offers aton of programs to support
communities for underserved ineast har, from young adults all
(15:37):
the way up to the elderly.
It's a small organization,relies a ton on building
relationships and hustling toget those fundraising dollars in
to get individuals engaged withthe organization's mission.
And the story I'm going to tellstarts with a man named Jonathan
.
At the height of the pandemicin 2020, jonathan saw that a
colleague he worked with 15years ago, ed, had posted on
(16:01):
LinkedIn about one of UnionSettlements' upcoming Harlem
Nights charity events.
Ed was on our board andJonathan hadn't spoken to him in
years.
He didn't realize that until hesaw the post and realized, oh,
ed's on the board of this reallycool organization.
I want to learn more about them.
So he reconnected with Ad OverCoffee and, inspired by the
conversation, went on to connectwith our then development
(16:22):
director, christine, to learnabout ways he could get involved
.
When Christine and Jonathanconnected on LinkedIn, she
immediately noticed, by usingSales Nav, that one of his
current coworkers noticed byusing sales nav, that one of his
current co-workers, ron, isbased in Harlem.
So as the director ofdevelopment noticed that
(16:43):
someone's in Harlem who works ata great corporation, so she
asked Jonathan if he couldintroduce her to Ron.
So now we're talking seconddegree connections.
Yeah Well, it turns out Ron hadjust moved to Harlem and was
already researching hyperlocalorg.
Orange he could give to.
That was pretty perfect, right.
Speaker 2 (16:58):
Yeah, timely.
Speaker 1 (16:59):
After one conversation.
So you know she kind of had herprimed audience warm lead.
After one conversation withChristine and hearing her
passion, rob was able to securea large grant from his company
to union settlement.
Speaker 2 (17:12):
Wow.
Speaker 1 (17:13):
And that grant was used to help 24 East Harlem
restaurants sustain themselveswhile providing meals to
essential workers at MetroHospital.
So over a five week period theyprovided over 5,700 meals
massive impact.
I could go on and on, but Ireally want to illustrate here
for you.
This is real life stuff.
This is a tool that helps thosereal life relationships be
built more efficiently.
(17:33):
These are the things that, ifyou are a fundraising
professional with all the timein the world to cultivate a
relationship like the oneChristine found with Ron, could
have happened over the course ofmany, many months.
That in this case, happenedover the course of weeks.
Speaker 2 (17:46):
It's amazing and it's a social platform.
It's where we want to connectwith people.
I think this is such a goodstory about.
Just it's relevant.
He was already searching forsomething.
You're finding him in thatright moment.
It was all relational.
It happened so serendipitouslyand a lot of times we might just
be missing those serendipitousconnections because we don't
(18:10):
have a tool that can help curatethat relationship moment.
Essentially and I think that'swhat it helps you do is really
hone in on those niches to yourmissions that you want to be
connected with.
I mean, I tell the story allthe time about.
I, on International Women's Daytwo years ago now, I saw a post
(18:31):
I was looking for a localAtlanta-based nonprofit to
support that was women-owned.
On International Women's Day,the founder, gloriana Umana,
ended up posting something onInternational Women's Day about
the work she does.
I signed up as a monthly donoron that day because of her post
on LinkedIn.
Fast forward, gloria has nowshe wrote the foreword of my
(18:52):
book and then, just for mybirthday just in March, stories,
corporate partnerships, boardmembers, fundraising initiatives
(19:18):
.
For someone who's never usedthe tool, this might sound
overwhelming, this might sounddaunting, maybe a little bit
confusing.
What do you think would be thefirst thing they should do.
Let's say, they are applyingright now, in this moment
Listener, I hope you are theyget access.
They're like, yeah, I haveaccess.
And now what?
What's the first thing they cando to make the most out of the
(19:40):
access?
Speaker 1 (19:41):
I'm going to give you two things First, check out the
free resources that we have atnonprofitlinkedincom.
I know Dana will link thatconveniently for you.
We have a ton of blog posts onhow you can leverage Sales
Navigator for fundraising.
You're going to find a lot ofinspiration there.
These are practical tips andtricks all housed on our website
.
But once you've applied, onceyou've redeemed your free Sales
(20:04):
Navigator, the first thingyou're going to want to do is
upload your current andprospective donor lists.
You can upload that right intoSales Nav Cool right.
And we integrate with CRMplatforms like Salesforce, which
many of you, I'm sure, areusing to track your donors, but
even if not, you can upload itand you can then start using
advanced filters to uncover newinformation about the people
(20:26):
you're already tracking.
Speaker 2 (20:27):
I wish I had no idea you could do that.
Speaker 1 (20:29):
Yes.
Speaker 2 (20:30):
Okay, mine's a little bit blown right now.
Speaker 1 (20:33):
Soak that in.
Let that soak in for a second.
Speaker 2 (20:36):
Okay, wait, so you can upload the list and then
what's an example?
Like more information about thedonors and like their
connections.
Speaker 1 (20:44):
Yeah, so one of the things you're going to want to
look for is you can connect thatcustom list to LinkedIn's buyer
intent feature.
Buyer intent feature is one ofthe things you can access in
Sales Nav and that will help yousee if someone follows your
LinkedIn page, if they've everinteracted with one of your
pieces of content you've put outon LinkedIn, if they're
(21:07):
connected to someone at yourorganization or if they've ever
opened a LinkedIn direct messagefrom someone at your
organization.
You can see that whole history.
What the you guys.
This is gold.
It's going to basically helpyou see, like what's the value
of that individual that you haveon your list in a LinkedIn
context.
Speaker 2 (21:26):
So cool.
Okay, that alone right there,do that.
Speaker 1 (21:30):
That's how you prioritize your outreach.
This is all about.
Look, we know you out there whoare fundraising and trying to
get more individuals engagedwith your organization.
This is maybe your only job, orit may be one of many jobs you
do for the organizations thatyou represent.
The whole point here is we'retrying to help you be more
efficient and get better bangfor your buck out of every
(21:53):
engagement.
This tool allows you tobasically prioritize your time
and make sure the outreach youdo send and I'll get into this
in just a moment, and I knowyou're going to ask me about
this, Dana make sure that theoutreaches you send are
personalized, that they'relikely to get a response.
You're not going to be able todo that for 5,000 people, but
maybe you can do it to 10 whoare very likely to engage with
(22:15):
you, because we have data on allthe things they do on LinkedIn
that would help indicate thatthey are a likely buyer, so to
speak.
Speaker 2 (22:22):
Okay, and before I ask you that question, I have
even a thought with this.
So could you upload a list oflapsed donors?
Only that way you can even seeon that lapsed list are there
connections that where you couldlike recultivate, because they
might just not be getting youremails because it's a wrong
email or for whatever reasonthey're not seeing it anymore.
But on here it's a differentplatform where I always like you
(22:46):
get the push notification whensomebody sends you a message if
you have that turned on, andit's just a totally different
place to connect with somebody.
So you could segment theseuploads and to see where you
should be focusing time on lapsor if it's just like done, like
there's been no interestrecently, not worth the effort
to send the message.
Speaker 1 (23:06):
Yeah, absolutely.
It's a great idea, dana.
I would strongly recommend that.
I mean, think about it likethis is your win back list.
Yeah, how do you win theseindividuals back right?
And that, in and of itself, isa very smart strategy that this
tool helps you in minutes, toachieve.
Speaker 2 (23:22):
Yes, yes, okay, so I have uploaded my list.
I have started here with thistip, which is gold when I'm
sending the message, normallywhen you just if you don't have
Sales Navigator and you'rereaching out to cold people I
know this from personal use theconnection request message, I
think, is maxed at 200characters, so it's pretty short
(23:45):
and sweet, but if you haveSales Navigator, you can send
longer messages.
However, that doesn't mean thatyou should be sending an essay
to these cold people.
Do you have some best practicesor thoughts on, when we do send
outreach, what the format ofthat message should look like?
Speaker 1 (24:05):
Number one remember the person receiving your
message is a human.
You're trying to get this humanto care about what your
organization does, which meansyou're appealing to a part of
the professional identity thatis more personal.
So make the message personal.
Short and sweet, for short.
So figure out something ontheir profile that stood out to
(24:25):
you.
Why are you reaching out tothem specifically?
That's only going to besomething you as a human can
identify and once you'veobviously used the tool to
cultivate the top of your list,it should feel relational.
This is still a social platform.
Don't just pull your missionstatement to the top of your
message, because if I'm lookingat a million messages in my
(24:45):
inbox and I see something thatlooks generic, I'm going to skip
right past it.
Make it personal, then makeyour ask directly.
So I would go pretty quicklyfrom why you're reaching out to
that that personal, human touchto what are you asking for?
Yes, you can go back and listento the hundreds of Dana's
(25:07):
missions movement podcast, whereshe most likely talks about the
power of making a direct ask.
But what is it?
Is it a call?
Is it a connection request?
Is it a request to stay intouch?
Is it a partnership.
But make the direct ask, don'tleave it vague, so that you can
get what you're asking.
Remember, most members who aregonna be opening the asset are
gonna want to engage with it.
So don't be afraid to make thatask directly.
Speaker 2 (25:27):
That's right.
I do that all the time is whatI preach.
This is when I want podcastguests, I say I think you'd be
an amazing guest on the show.
Here's why Can I send you thelink, and I a lot of times send
the recording link directly inthe LinkedIn.
We don't even go to email untillater, where I send it to my
team, for where we sendquestions across, because we're
(25:47):
communicating in this platform.
So just keep it there and thenyou can shift things over when
you need to get more lengthy anddetailed, of course, okay,
amazing.
So we talked about we knowdonors are on LinkedIn 80%,
which is a huge opportunitythat's untapped.
Fill out the application forthe free sales navigator as an
(26:11):
individual, even outside of thispromo period.
When's the last date that theyhave to apply?
April 30th, yes, okay, the endof the month, and then after
that there is still a 75% offfor Sales Navigator, which is
incredible for nonprofits, andlots of other discounts in the
(26:32):
resource hub.
Anything else that you thinkwould be a great tip as they're
utilizing this platform?
They've uploaded their list,They've gone through the
champion connections that theymight have.
Any final thoughts on tips inthe platform?
Speaker 1 (26:49):
Yeah, absolutely.
I'm going to share something.
I want to leave you all withthis message Obviously, I'm here
.
You have two LinkedIn fangirlstalking to one another right now
.
I hope that you take away fromthis that you're going to go to
LinkedIn whether or not you'veengaged with LinkedIn for
fundraising or any other needsand go learn more.
I hope you'll take advantage ofthis free offering and stay
(27:09):
with us over time, but I want togive you some general words
here.
Play the long game You'resending out these messages.
You are hoping you get aresponse.
You're probably not going toget a response to everything, or
maybe you get a, maybe later.
I could be interested in hit meup in six months.
Right, play the long game andengage regularly.
(27:29):
This is going to be specific toLinkedIn, but I want you to
remember this in everyinteraction you have with
potential donors.
React to them, comment on theirposts on LinkedIn, and the tool
is going to help you see whenthey post so you can prioritize
liking the posts of people whoare more intentional buyers.
Send them links to relevantcontent.
Let's see if an exciting annualreport put out.
Send it to them.
Introduce them to other peopleand organizations you think they
(27:52):
might be interested in.
By maintaining a socialrelationship with your leads,
you can remain top of mind andshow them you care about
supporting their professionalendeavors and when it comes to
time to reach out with aspecific ask, again you'll have
plenty of information to helpyou personalize your message and
make sure that they're againmore likely to want to engage
and take action with you.
Speaker 2 (28:13):
Yes, and again, this isn't just talk I want to share.
So I have a sustainer Slackgroup channel.
There's 160 somethingnonprofits in there now where
all we do is talk about buildingmonthly giving programs and
this just happened last Monday.
So this is like super timely.
I got a message in the group.
This is a Canadian organization.
She received a recurring giftof $150 USD their Canadian
(28:39):
charity so that was huge forthem and just she was like I'm
so thrilled, she's like there'sa big win for us.
And she said I appreciate thesupport because the group was
like giving her all the love andshe goes.
Also, on the back of thatdonation came a one-time $100
USD donation as there was a poston LinkedIn and this second
donor was spurred to donate.
(29:01):
What a ripple effect.
And then she was thrilled shegoes that one monthly donation
and my last post on LinkedIncame three more donors from
friends of that donor.
Speaker 1 (29:12):
Isn't that crazy, dina?
You should be the one talkingabout this, but this is exactly
the point.
Speaker 2 (29:22):
Right, right, there that's it.
It's feeling inspired by thefriends that are posting so that
one monthly donation createdthree more from the connections
on that page, and so you shouldsee the thread of the other
nonprofits.
Replying back to this womanthat's talking about this for
organization she just launchedher monthly giving program.
(29:42):
So this is a huge jolt ofexcitement and energy and
momentum that I'm sure so manyof you need in this moment is
good news.
Good news, momentum, feeling,positivity that people are there
to support you and just letyour other donors do the work
for you.
And this connection happens onplatforms like this when the
(30:06):
sharing ripple takes place and Ithink that was the whole
genesis of your summitconversation about Metcalfe Law,
right About the more peoplethat are connected, the more it
shares and grows and grows, andgrows and grows.
So Exponential, exponential,that's right.
So I'm all about having this bea platform of feel-good stories
.
Man, we need it more now thanever and forever, honestly,
(30:30):
every single day.
So thank you so much foreverything that your team is
doing.
Listeners, please click thelink in the show notes.
Let us know.
If you have any questions.
Ariana is obviously LinkedInthe best place to connect with
you.
Speaker 1 (30:46):
LinkedIn is the best place to connect with me.
Find me there.
I'm the only Ariana, you and Iam pretty sure, lucky for.
Speaker 2 (30:52):
SEO.
Speaker 1 (30:55):
Exactly, I've claimed it.
I just want to thank you allfor everything that you're doing
.
Dana, thank you for theopportunity to speak about this
Nonprofits.
We are here for you Now, alwaysfind us, connect with us, and
we look forward to seeing youtake advantage of this offer.
Speaker 2 (31:11):
Amazing Thanks for being here.
Speaker 1 (31:12):
Thank you.
Speaker 2 (31:14):
Thank you so much for tuning into today's episode of
Missions to Movements.
If you enjoyed our conversationand found it helpful, I would
love for you to take a moment toleave a review.
Wherever you're listening, yourfeedback helps us reach more
change makers like you andcontinue bringing impactful
stories and strategies to theshow.
(31:35):
Don't forget to hit thatsubscribe button, too, so you'll
never miss an episode.
And until next time, keepturning your mission into a
movement.
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