By James D’Ambrosio


Recently I read several blog posts by Nonprofit Tech For Good, a leading social and mobile media resource for nonprofit professionals with 50,000 monthly visitors and 750,000+ followers on social networks. The focus was LinkedIn Company Page upgrades and prominent nonprofits to follow.   


In the past few months, LinkedIn has been moving away from groups and upgrading LinkedIn Pages: 1) ability to comment as your nonprofit on updates; 2) Insights on individual updates; 3) enhanced products & services; and 4) enhanced page & follower insights. If/when updates from LinkedIn Pages are connected with the primary news feed as the author believes it inevitably will, agencies with a strong, established presence will benefit most.

If your agency wants to ramp up its LinkedIn presence, Nonprofit Tech suggests following and reviewing the pages of early adopters to learn what content they’re using to engage constituencies. To that end, Nonprofit Tech reviewed over 200 of the most successful nonprofits worldwide on LinkedIn and 10 were selected as best. It’s noted that agencies focusing on the environment and international development tend to be early adopters of new social media tools.


While writing this post, I reviewed the Company Pages for the agencies below. One thing immediately stood out: they all have large, engaging photos spanning the top of the Company Home Page, clearly illustrating their mission and drawing in readers. Take some time to see what they’re doing:

Important technical note: The links below take you to basic info about each company. You have to log in to your account to see Company Home Pages.

1) AMERICAN RED CROSS (Prevents and relieves suffering in the U.S. and around the world.)

2) ASHOKA (Supports social entrepreneurs who are leading/collaborating with changemakers in a team of teams model addressing the fluidity of a rapidly evolving society.)

3) CONSERVATION INTERNATIONAL  (Builds on a foundation of science, partnership and field demonstration to empower societies to responsibly and sustainably care for nature and the global biodiversity for the well-being of humanity.)

4) ENVIRONMENTAL DEFENSE FUND (Preserves the natural systems on which all life depends. Guided by science and economics, finds practical/lasting solutions to serious environmental problems.)

5) NATURE CONSERVANCY OF CANADA (Canada’s leading national land-conservation organization partnering with individuals, corporations, nonprofits and governments to protect key natural treasures.)

6) NATIONAL WILDLIFE FEDERATION (Dedicated to protecting wildlife and habitat, and inspiring future conservationists.)

7) PATH (International nonprofit transforming global health through innovation.)

8) PLAN INTERNATIONAL (Development organization operating in 50 countries across Africa, Asia and the Americas to promote and protect children’s’ rights.)

9) PUBLIC BROADCASTING SERVICE (TV network in U.S. with 354 member television stations holding collective ownership.)

10) UNITED NATIONS DEVELOPMENT PROGRAMME (Partners with people at all levels of society to build nations that can withstand crisis and drive and sustain growth improving the quality of life.)



a) Have you gleaned some good ideas from these organizations?  b) If so, what stands out?


By James D’Ambrosio

Recently, researching nonprofits to follow on LinkedIn, I was disappointed to see that many lacked a Company Page, or had a superficial one. This misses a great marketing opportunity. If your agency has a  professionally-oriented constituency or wants to garner one, there’s a good chance they’re on LinkedIn — over 160 million users are now following more than 1.9 million companies. LinkedIn is considered by many (myself included) to be the premier social media network populated by high-level professionals. A Company Page is a great way to engage stakeholders, promote your business, highlight staff and board, recruit job candidates, and receive recommendations.


A Company Page consists of four sections/tabs — Overview, Careers, Products and Services, and Analytics — each offering unique functions. Here’s some of what you can do with each:  

OVERVIEW TAB: This is the introduction to your organization where you provide a general description of what you do and your mission. When someone visits this tab, they see people in their network working for your company, your blog posts, and Twitter feeds. Users can follow your company and, with status updates, you can directly message/send links to followers. 

PRODUCTS & SERVICES TAB: Here you can attract targeted audiences by  highlighting specific programs and services. When a LinkedIn user visits this page, they see their connections that have recommended your offerings. You can create a directory-style listing of programming and service offerings; each can have a description, features, images, display banners, videos, and special offers.   

CAREERS TAB: This could be the most important section. With a Premium Careers Page, requiring a monthly fee with an annual contract, you can highlight key employees, post job openings, provide insight into company culture and engage job seekers. Research indicates 80 percent of hiring managers now use LinkedIn as their primary source when seeking candidates. With a Premium Careers Page, job postings will be highlighted that match the viewer’s professional background. You can target listings by industry, job function, seniority, and geography.  

ANALYTICS TAB: This tab is only seen by an administrator of the Company Page — you can designate one or more staff to serve as an administrator to manage content, post status updates, and interact with visitors and followers. Here you can see who is visiting your page, which areas interest them, and how this information compares with similar organizations. You can also learn about your followers — industries, functions and companies.  


To create a Company Page, you must have a LinkedIn account and: A) be currently employed by the company and your profile includes your position; B) have a company e-mail address that is confirmed on your LinkedIn account and the domain is unique to the company (Yahoo and G-mail do not work); C) associate your profile with the right company (click on a name from the company name drop-down list when you edit/add a position on your profile); and D) your profile must have several connections and be more than 50 percent complete.

A Company Page is a cost-effective way to get your brand out there and connect with professionals. While it does require an investment of time, consider the upside: if you build a strong following, over time, key messages can spread virally with great impact. How much is that worth?

Learn more here:


QUESTION TO READERS: Does your nonprofit have a LinkedIn Company Page? If not, will you consider creating one?

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