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Launched on May 5, 2003, LinkedIn is a social network for professionals. 52% of its users are college-educated and 54% of LinkedIn users take home more than $100,000 annually. It’s an ideal community to connect with co-workers, influencers, donors, and corporate sponsors.
For the first 13 years of its existence, growth was slow but steady. That changed when LinkedIn was purchased by Microsoft in 2016 for $26 billion. Since then, it has grown from 106 million active monthly users to 310 million active monthly users. In the last few years, Microsoft has worked out many of the kinks and bugs that made LinkedIn frustrating to use and has launched a suite of new tools and functionality for LinkedIn Pages, Profiles, and Groups.
Until 2021, nonprofits were slow to embrace LinkedIn, but now most nonprofits understand its unique role in professional networking and nonprofit outreach. To ensure your nonprofit is maximizing the potential of LinkedIn, utilize the 10 best practices listed below.
LinkedIn Pages
1) Set up and prioritize LinkedIn Pages in your social media strategy.
Until recently, LinkedIn Pages outperformed most other social media in organic reach and engagement, but that has changed now that nonprofits are regularly posting to their LinkedIn Pages. That is the conundrum of all social media – the more users it gains, the more content there is inundating the feed, thus the stricter the algorithms become to prioritize only the most engaged content.
Organic reach for LinkedIn Pages is currently estimated to be 2%, down from 5% in 2021. If your nonprofit is just getting started with your LinkedIn Page, have realistic expectations. Like other social media, it will be a challenge to grow an engaged following on LinkedIn.
To begin, and this is important, your nonprofit should conduct a search on LinkedIn to see if a page already exists for your organization. In years past, if a staff member or volunteer added your organization to their work experience on their LinkedIn profiles and were the first to do so, LinkedIn automatically created a LinkedIn Listing Page for your nonprofit. Though increasingly rare to find an auto-generated, unclaimed page, they do exist. If you find one for your nonprofit, follow the instructions to claim your page.
If your nonprofit does not find an unclaimed LinkedIn Listing Page, then start from scratch and create a LinkedIn Company Page.
It is worth noting that if your nonprofit later discovers a duplicate unclaimed listing page for your nonprofit, you can easily delete the unclaimed page provided you have a professional email address i.e., an email address that matches your website URL. Gmail, Yahoo, etc. email addresses do not qualify. As discovered in the Global Trends in Giving Report, the .org domain is by far the most trusted domain for nonprofit websites and email communications.
Once you have claimed or created your LinkedIn Page, the setup process is straightforward. Upload your page logo (400 x 400) and a cover image (1128 x 382), as well as an overview, tagline, website URL, your organization size, industry, city, and country. You also have the ability to feature a “Message” button on your page. For example, the Ocean Conservancy’s page:
Once your page is set up, encourage all staff, board, and volunteers to “Follow” your page and as an admin of your page, you have the ability to “Invite connections” to follow your page. Currently, the limit is 250 invitations per month.
In 2026, Nonprofit Tech for Good recommends that nonprofits prioritize its LinkedIn Page and commit to posting regularly. A sure sign that a nonprofit has integrated LinkedIn into its social media marketing and fundraising strategy is a LinkedIn icon featured on its website. For example, the footer on the Ocean Conservancy’s website:
2) Post 2-4 times weekly to your LinkedIn Page.
Data on the best frequency to post on LinkedIn Pages is all over the place. Recommendations range from once a week to 2X a day. Nonprofit Tech for Good (linkedin.com/nonprofitorgs) has experimented with once a week, once a day, and twice a day and came to the conclusion that the more we posted, the less the organic reach, and we have settled on posting, on average, every other day.
If your nonprofit has less than 10,000 followers, post 2-3 times weekly. More than 10,000 followers? Expand to 3-4 times weekly. Nonprofits with 100,000 or more followers can experiment with 5-6 times weekly. However, if your content receives little engagement (reactions, comments, reposts), regardless of how often your nonprofit is posting, it’s best to pull back or invest in LinkedIn Ads. In terms of what kind of content to post, below are three types of content that consistently perform well on LinkedIn.
1. Photos that communicate the story of your mission and programs.
Followers most appreciate seeing photos of your nonprofit in action. The Atlanta Community Food Bank recently shared numerous images of volunteers distributing food, and compared to other posts, the post received double the engagement. Sharing behind-the-scenes and on-the-ground images of staff and volunteers fulfilling your mission and programs consistently inspires high engagement.
2. Timely news and blog content that informs and educates your followers.
Timely news articles and blog content work well on all social media, but they perform exceptionally well on LinkedIn. For example, the World Monument Fund recently posted a story about renovations being completed at Beijing’s Forbidden City. The post received relatively high engagement compared to other posts despite recent research that suggested link posts perform poorly. If the content is highly relevant to your mission, link posts still have the possibility to perform well. It’s also important to note that the World Monument Fund curates and shares content from multiple sources, not just their own website.
3. “Thank You” posts that tag sponsors and partners.
The LinkedIn community is a social network built for businesses and professionals; thus, it is a best practice to tag and thank your sponsors and partners in your page posts. Your sponsors and partners are notified when they are tagged, which helps reinforce their sponsorship and commitment to your nonprofit. For example, this carousel post by Habitat for Humanity International tags and expresses appreciation for the support of Wells Fargo:
It’s worth noting that carousel posts (multi-image posts) are the top-performing type of post on LinkedIn. To further ensure that your posts which feature sponsors and partners get a high level of engagement, consider also boosting the post for “Post Engagement” – the minimum daily spend for boosted posts is $10 per day.
3) Monitor your LinkedIn Page Analytics.
LinkedIn Page Analytics offer an important metric that Meta platforms (Facebook, Instagram, Threads) do not – the ability to view the number of link clicks on organic, non-boosted posts. Nonprofit Tech for Good has long suspected that reach, impressions, and video view metrics are inflated by most social media companies, so the only three metrics you can truly trust are reactions (Likes, Love, etc.), shares/reposts, and link clicks on LinkedIn.
On LinkedIn, you can monitor these important metrics by selecting “Preview results” located in the lower right corner of each of your posts. For example, here are the results of a recent post on Nonprofit Tech for Good:
You can also view these metrics by day, week, month, year, or by a custom date range by visiting the “Analytics” tab featured on your page.
LinkedIn Page Analytics are comprehensive, and the best way to learn about the data available is to spend 15 minutes a month studying your analytics. Odds are, LinkedIn Analytics will evolve to become some of the most useful data in your social media strategy.
4) Experiment with LinkedIn Ads.
Compared to other social media, LinkedIn Ads are expensive and the site spends your money fast! Thus far, nonprofits have been slow to adopt LinkedIn Ads. According to the Nonprofit Tech for Good Report, only 17% of nonprofits that invest in social media advertising have a budget for LinkedIn Ads.
LinkedIn does offer an Ads Grant Program, but it is unclear how competitive the program is and how much the grants are. It’s also limited to certain causes and the application periods are random.
For small nonprofits, LinkedIn Ads are likely too expensive, but for medium-sized and large nonprofits with budgets that allow for experimentation, LinkedIn could be a good site for reaching donors, particularly major donors.
5) Engage as your nonprofit page to elevate your brand on LinkedIn.
As an admin for your page, you can engage as your page with posts shared to the feed by individuals and pages that you personally follow on LinkedIn. When you have a few minutes of free time, engage as your page to help increase the exposure of your page within the LinkedIn community:
The 2026 Certificate in Social Media Marketing & Fundraising program covers the fundamentals of social media marketing and fundraising for your nonprofit. Participants will learn how to create a social media strategy, craft a content marketing plan, and current best practices for using social media for community engagement and fundraising.
LinkedIn Profiles
6) Encourage current staff, board members, and volunteers to complete their LinkedIn Profiles.
Every action and interaction that your staff, board members, and volunteers make within the LinkedIn community helps increase your nonprofit’s brand credibility and exposure. Your organization’s LinkedIn Page is featured and linked to on their profiles and these individuals often choose to feature their current job title in their LinkedIn Headline. For example, Heather Mansfield of Nonprofit Tech for Good:
According to the Global NGO Technology Report, 27% of nonprofits worldwide have an official policy to allow staff to work on their LinkedIn Profiles during work hours. To ensure that your nonprofit’s staff, board members, and volunteers are effectively using LinkedIn Profiles, provide them a basic set of guidelines during the onboarding process and/or via email reminders sent every 3-6 months, encouraging them to:
- Complete their profile and upload a professional photo.
- List all current and past work experience as well as education.
- List languages spoken, honors and awards received, publications, and certifications.
- Give recommendations to current or previous co-workers and colleagues.
- Be generous with endorsing the skills of current or previous co-workers and colleagues.
- Follow your nonprofit’s LinkedIn Page as well as the pages of important partners and funders.
- Connect or follow past and current co-workers, colleagues, and influencers.
7) Empower your current staff, board members, and volunteers to advocate for your nonprofit on LinkedIn.
Of all social media, LinkedIn is the platform best suited for employee advocacy. According to LinkedIn in their Official Guide to Employee Advocacy, the click-through rate (CTR) on a piece of content is 2X higher when shared by an employee on LinkedIn versus when shared by the company itself.
That said, you can not mandate that staff, board members, and volunteers engage with your nonprofit on LinkedIn, but you should encourage them to keep their profiles up to date and remind them via email or Slack that engaging with your nonprofit’s page is appreciated, but not required. When an employee does engage with your page, admin are notified under the “Activity” tab featured on your page.
8) Encourage executive staff to be regularly active on LinkedIn.
Executive staff are important ambassadors for your nonprofit, and on LinkedIn, they can serve as thought leaders for your mission and programs. It’s highly recommended that at least one member of your executive team, preferably the CEO/executive director, be regularly active on LinkedIn.
That said, it’s common for social media-savvy executive staff to be active on Facebook, yet completely neglect LinkedIn even though organic reach and engagement on LinkedIn are usually much higher. For example, when you compare the follower count of Michelle Nunn, President & CEO of CARE USA on LinkedIn, on Facebook, and X, you’ll see that her engagement rate can be up to 5X higher on LinkedIn.
Once executive staff have completed their LinkedIn profile, they should regularly post updates about your nonprofit’s programs and connect and engage with partners, funders, corporate sponsors, and the media.
Lastly, and unique to LinkedIn, is the ability to publish articles. If your CEO/ED regularly writes content for your nonprofit, make sure they also publish the content on LinkedIn as an article on a monthly or quarterly basis.
9) Use LinkedIn to connect with major donors, sponsors, and foundations.
Fundraisers and executive staff should actively engage donors and funders on LinkedIn. At the very least, conduct a search and “Follow” or send “Connect” requests to major donors, staff who work at companies that sponsor your nonprofit, and foundation staff who have made a grant to your organization. For example, a search of the Kresge Foundation results in a list of several key staff:
Once the connection is made, engage with their LinkedIn posts or if you’ve worked together, give them a skills endorsement or a positive recommendation. Be sure to also follow and engage with their LinkedIn Page, in this case, the Kresge Foundation:
That said, your engagement and outreach have to walk a fine line on LinkedIn between being authentic and appearing overly excited and spammy; otherwise, you run the risk of annoying these important connections. Similar to how your nonprofit has a plan to engage major donors, sponsors, and funders through email, print, and phone calls, create a strategic plan for LinkedIn. At the very least, schedule one hour monthly to conduct fundraising outreach and stewardship on LinkedIn.
Once you have become experienced and skilled within the LinkedIn community and learned how to effectively engage and cultivate current donors, then you may want to sign up for Sales Navigator for Nonprofits/Plans & Pricing.
10) Join and participate in LinkedIn Groups.
LinkedIn launched Groups in 2005, and over the decade that followed, most groups became overrun with spam and tech glitches, and as a result, LinkedIn Groups almost became obsolete. However, Microsoft purchased LinkedIn in 2016, and since then the glitches have been fixed and group admins have been provided a new suite of tools to help them filter out spammers.
Conduct a search of LinkedIn Groups based on your professional interests and join a few groups. Well-maintained groups can be excellent forums for asking for advice or sharing resources, but rarely are they appropriate for posting fundraising pitches. Every action you take in LinkedIn Groups reflects your personal brand and the brand of your nonprofit, so be careful not to inadvertently spam groups with fundraising asks.
Should your nonprofit create a LinkedIn Group? If your nonprofit has a large number of supporters or staff who are active on LinkedIn, then perhaps a private LinkedIn Group would be a good way to stay in touch and communicate with one another within LinkedIn.
If you are considering creating a public group for marketing reasons, know that it will be difficult to grow membership. There are many perks of being the admin of a large LinkedIn Group, but your nonprofit would have to invest a significant amount of time in promoting and growing a new LinkedIn Group.
Post Updated: November 23, 2025
The 2026 Certificate in Social Media Marketing & Fundraising program covers the fundamentals of social media marketing and fundraising for your nonprofit. Participants will learn how to create a social media strategy, craft a content marketing plan, and current best practices for using social media for community engagement and fundraising.
