The Annual Giving Exchange

A commonly overlooked opportunity for fundraisers exists in LinkedIn.

While it functions primarily as a tool for job seekers and employers, Linked-in is the most undervalued of the major social media websites – especially when it comes to annual giving. With 41 million members from 200 countries, LinkedIn adds a new member every second.

By organizing and expanding professional networks, LinkedIn helps its members find jobs and recruit talent to their organizations. Members can join groups within LinkedIn based on a common interest or experience. Group members are then able to communicate with one another by posting messages (questions, ideas, news, etc.) on a discussion board. These messages are sent via e-mail newsletter to group members on a regular basis.

Try this.  Find an existing group in LinkedIn that is representative of or related to your organization (i.e. Alumni of XYZ University.) If a group does not already exist, create one. Join the group yourself or find a group member who supports your organization. Then post a message on the group’s discussion board that promotes your annual fund.  For example:

This year’s XYZ Alumni Fund campaign ends on June 30th. Support your school today by making an online gift at http://onlinegivingpage.com

Be concise with your messages and promote something specific such as a gift challenge, an ambitious goal, or an approaching deadline for your annual fund. This tactic can serve as a great compliment to your other activities and marketing programs. And, it won’t cost you a penny.