Using LinkedIn to Secure Pro Bono Talent

For Pro Bono
Find The Right Talent For All Of Your Pro Bono Needs

LinkedIn ©2013 All Rights Reserved
© Taproot Foundation 2012

The number one reason cited by
nonprofits for not using more pro
bono is “not knowing how to find
Slide 2

quality pro bono resources.”
1

Slide 2
1 Taproot Foundation and Board Source, 2011 Nonprofit Leader Survey (unpublished data). © Taproot Foundation 2012

Taproot has partnered with LinkedIn
for Good to make it easy for you to
find the pro bono resources you
Slide 3

need.

Slide 3 © Taproot Foundation 2012

FIND PROFESSIONALS ON LINKEDIN
Looking for a particular skill set? Interested in building relationships with pro
bono volunteers from a particular company or industry?
 LinkedIn’s advanced search feature makes zeroing in on the exact talent
you need easy.

Slide 4

A strategy consultant to A part-time accountant A graphic designer to
help build your 3-year plan to maintain your books create a new logo

LINKEDIN MEMBERS + SERVICE

 78% donated time or money in the last 12 months
 76% would be open to virtual volunteering
opportunities if they used their specific skills and
talents
 LinkedIn’s members have a desire to serve – they
are just waiting to be asked!
Slide 5


IN THIS PRESENTATION

 Learn to use LinkedIn to identify the right talent for
your pro bono projects
− Find individual pro bono volunteers
− Discover connections to organizations and
companies that provide pro bono services
− Vet potential pro bono consultants
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THE PRO BONO PROCESS

SCOPE SECURE MANAGE

 LinkedIn is designed to help you secure pro bono
resources
 That is, LinkedIn helps you to find the7
Slide talented
professionals you need by allowing you to connect Process from:
with people already in your network.


BEFORE SECURING PRO BONO

 You need to have a clearly defined scope of work
− It’s a good best practice to review your scope with a
knowledgeable professional to confirm you are on track.
− Unclear on what it is you need to begin with? Plan for a longer
meeting with a relevant professional – 90 minutes at a
minimum. Start with the “pain” you’re feeling and narrow to a
specific scope together.
−
Slide 8
Already have a scope? Ask someone to review – a good bet is
a board member with relevant experience.
− You can also ask for 30 minutes of “speed pro bono” and get
an outside professional’s opinion.
 You need to have a sense of the kind of skills you are
looking for
− Get specific! For example, a graphic designer and a
market analyst have very different skills, but both might
be considered part of the marketing profession.


USE LINKEDIN TO…

1. Find connections to individuals
2. Find connections to other providers
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3. Vet potential pro bono volunteers
4. Recognize pro bono volunteers


CONNECT WITH INDIVIDUALS

LinkedIn can help you connect to the talent you need –
including individuals that might otherwise be overlooked

 Search based on a specific profile
− Keyword
− Industry Slide 10
− Geographic location
− Current or past employer
 Quickly see how closely you are connected to them
 Request a specific introduction from your shared
friend or colleague


CONNECT WITH OTHER PROVIDERS

 Looking to secure pro bono support from a specific
provider of pro bono?
− Corporations
− Professional service firms
− Intermediaries
− Trade associations Slide 11
− Schools
 Use LinkedIn to find a connection to your pro bono
provider of choice and turn your cold call into a warm
introduction.



CONNECTING WITH A CORPORATION CONNECTING WITH AN INTERMEDIARY

► Approach a functional contact (that is, ► Gain an understanding of the
someone in the marketing, finance, or application or intake process
strategy department, etc.) ► Ask how they scope projects, meaning
► Approach the corporate responsibility or do they have a set catalog or do they
grantmaking team Slide 12 accept open-ended requests?
► See if your board members have a ► Inquire about the screening process for
connection – they might be able to the consultants you’ll be working with
provide an introduction ► Ask about the resources you are
► Formulate your “ask” like you would any expected to contribute (both financial
other request: start with a brief and human capital)
description of need, share your scope
document, explain why you’ll be a great
pro bono client, and clearly tie the
project to your mission


CONNECTING WITH A SCHOOL CONNECTING WITH TRADE
ASSOCIATIONS
► Ask about internships and group ► Is there a formal intake process?
projects – are they seasonal? Can ► Do they offer access to their network of
students apply for credit? What’s the professionals if they don’t manage
recruiting process? applications themselves?
► What are examples of recent projects ►
Slide 13 What are some examples of past
that were done by students? projects and which organizations
► Can you host more than one intern at a received support?
time?
► Do certain courses offer pro bono
service as a part of class requirements?


VALIDATE CONSULTANT SKILLS

Find the perfect volunteer among a page of search
results by screening for the best possible match:

► How closely are you connected to them?
► What’s their job history?
► Do they seem qualified for the work you need done?
Slide 14
► Do they have a demonstrated commitment to
volunteer work or causes?
► Any group associations that suggest they’ll be
passionate about your organization or project area?
► Do they list relevant skills? Are they endorsed for
those skills? (see next slide)


VALIDATE CONSULTANT SKILLS

Slide 15

The Skills & Expertise section allows you to review a potential consultant’s
relevant skills – and see if they’ve been “endorsed” by colleagues andTaproot Foundation 2012
Slide 15 ©
friends.

RECOGNIZE AND REWARD

 You already know the importance of saying “thank
you” to your volunteers. Why not do it publicly?
1. Encourage your pro bono consultants to list their
work with your organization on their profile.
− Have them list the work as they would any paid 3 WAYS TO SAY
engagement in Experience section “THANK YOU”
− In addition, suggest listing your organization in the TO YOUR
Slide 16
Volunteer Causes & Experience section
2. Endorse their work by writing a recommendation
ALL-STAR
that is visible on their profile CONSULTANTS
3. Was the project something public like an annual
report or website?
− Suggest the volunteer list the final product on their
LinkedIn profile in the Projects section.

(See examples on the next slide)

RECOGNIZE AND REWARD
1. Volunteer Experience & Causes

2. Experience

Slide 17
Pro Bono MarketingConsultant
Branding Consultant

Pro Bono Video Creation

3. Projects

Recognize volunteers after they’ve completed project work by encouraging them
Slidetalk about the work on their LinkedIn profiles.
to 17 © Taproot Foundation 2012

SEARCH LIKE A PRO

1. Decide who you are looking for
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2. Use advanced search
3. Screen for best match


WHO ARE YOU LOOKING FOR?

You need…an online marketing Find them by…using filters to guide
pro to update your website your search – all found on LinkedIn’s
messaging and digital presence (free) Advanced Search Tool

Marketing/advertising  Industry
Slide 19
From a specific company  Company

With SEO experience  Keyword

In New York City area  Location


USE ADVANCED SEARCH

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The Advanced Search Tool allows you to search for your exact target

REVIEW THE STRENGTH OF MATCHES

► The best volunteers will have the highest social
capital – meaning the strongest ties to you or your
organization
− Look for the number of shared connections – the more the
better
− 1st and 2nd degree connections are the best bet – that
means you know them directly (1st) or they are a “friend of
Slide 21
a friend” (2nd)
► Lots of volunteer work usually means a proud and
committed volunteer
► Look at their groups and associations. Do you share
an alumni connection? See a passion for certain
causes? Shared interests are an added bonus.


REVIEW THE STRENGTH OF MATCHES

Slide 22


WHY DOES SOCIAL CAPITAL MATTER?

It happens on nearly every project – at some point, the
work gets hard or other priorities come up. A consultant’s
commitment to the project is tested.
 Social capital is what keeps a pro bono volunteer on-
board, even if the project gets hard
 Examples of social capital
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− They’ve volunteered with your organization before
− They work for your board member, who asked them to
take on the project
− You are personal friends with them or have mutual friends
− They signed up through a matching service and
completed an application to participate
 Choosing a consultant with high social capital at the
start ensures you won’t lose them partway through


GET STARTED

 Check out LinkedIn’s Advanced Search Feature
http://www.linkedin.com/search?trk=advsrch

 Learn more ways to use LinkedIn for your nonprofit
− Engage with supporters
− Create a company page Slide 24
− Build your brand
− Join a LinkedIn group

http://nonprofits.linkedin.com/


This presentation was created in
partnership with LinkedIn for Good.
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The mission of LinkedIn for Good is to connect the talent and passion of
professionals with opportunities to use their skills to make a positive impact on
the world. We thank them for their support of the pro bono movement.


Using LinkedIn to Secure Pro Bono Talent

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