Smash That Like Button👍

How excited are you about social media??  Let’s make some NOISE people!!  

{🦗crickets chirping🦗}

Because, you know, nothing says professional fundraising like aggressively asking your followers to “smash that Like button”...

I get it - social media probably doesn’t make an appearance on your daily or weekly (or even yearly?) to do list when you’re balancing meetings, proposals, and the pressure to secure large gifts.  Most of you, when asked, quickly reject the idea of spending any time there. Just leave that to the marketing folks and the Gen Z’ers!

Alas, I’m making a case for social media to become part of your fundraising strategy. Please hear me out…and as always, your feedback is appreciated.

Let’s consider LinkedIn, which is not just another social platform. For fundraisers especially, it’s a strategic networking tool. According to Michelle Benson, the real power of LinkedIn lies in its ability to amplify your message, foster authentic connections, and position yourself as a thought leader. That’s a solid list of aspirations for any major gift fundraising role! I interviewed Michelle Benson on The Breakthru Podcast and it is truly an essential listen related to this topic. By consistently sharing insights, stories, and the impact of your work, relationships are strengthened within your immediate network, as well as potential givers and connectors who are yet to become vital givers.

Now for some very good news: Building a following on LinkedIn does not have to be overwhelming. I’ll show you here how to get started and stay connected, elevate your cause, and most importantly draw in new potential givers.  You should not have to spend more than 90 minutes per week.

Make no mistake, nearly every person or connection you hope to meet in major gift fundraising has a presence on LinkedIn.  As a supplement to ‘real world’ connections made, it is a remarkable relationship-driven platform that allows you to nurture those relationships in a time-efficient manner.

Here are five impactful strategies you can start using today, with minimal time commitment:

‍1) Write Posts That Educate or Inspire

‍LinkedIn loves consistency, not necessarily volume. Start with two posts per week that showcase what you care about related to your cause. Focus on stories, insights, or data that inform and inspire. This might be a heartwarming instance of impact or a quick reflection on why your cause is essential. Your goal? To remind your network why the mission matters. There should be no “call to action” in these posts.

‍Why it works: Justin Welsh, a LinkedIn content expert, emphasizes that frequent, meaningful posts establish you as a trusted voice. Over time, this builds credibility and draws in people who want to support your cause or introduce you to others who do.

‍2) Add Visuals: Real People, Real Stories

‍Posts with images or videos get far more engagement than texts alone. Share pictures of beneficiaries (with permission), or behind-the-scenes photos from your organization’s events. People are drawn to authentic, human-centered stories, so don’t hesitate to show real faces and real impact.

‍Why it works:  Michelle Benson suggests visual storytelling taps into emotions more directly than words alone, making your posts memorable. Givers are more likely to engage when they can see the impact their gifts make.

3) Engage and Interact with Your Network

‍This is where LinkedIn becomes a two-way conversation. Set aside 15-20 minutes twice weekly, and respond to every comment with a thoughtful, supportive message. Engagement shows you are present; invested in strengthening relationships in your network.

‍Why it works: Engaging with others builds rapport and increases visibility. The more you interact, the more LinkedIn’s algorithm will showcase your content to a broader audience.

‍4) Equip Your Givers and Connectors

‍Givers and connectors are natural amplifiers of your message. Provide them with posts and articles they can feel confident to easily share with their networks. Whether it’s a success story or a reflection on your cause’s impact, this is a great way to expand your reach.

‍Why it works: Leveraging your network, extends the life of your content. Every post shared by a giver or connector has the potential to introduce new people to your mission - a major bonus for your cause.

‍5) Write a Longer Post (Newsletter or Blog) Once a Month

‍Take a little extra time monthly to go deeper into your work. Write a 500-750 word post (or article) on a key issue, success, or insight related to your mission. Longer content lets you share your thought leadership, engage new audiences, and keeps connections informed of your cause’s bigger picture. Make a running list of the top questions you’re hearing from givers and prospects. That’s your source material for these longer posts.

‍Why it works: Thoughtful long-form content positions you as a leader in the nonprofit space. Michelle Benson points out that when you’re consistent in producing substantial content, no longer are you just a fundraiser—you become a trusted resource people turn to for insights into social impact.

BTW, don’t let this last suggestion break your resolve😣. Writing a 500 word article once a month (let alone once a year) might feel like torture.  It doesn’t have to be daunting. Let me know if you want to talk further about how you can generate ideas to write about and share your passion for your cause.

By investing 45-90 minutes a week, you are building a meaningful network, deepening relationships, and amplifying the incredible work you do every day. You've got stories to tell, and there are people out there who need to hear them.

* * * * * * * * * *

If you haven't taken advantage of some of the resources I've created to help major gift fundraisers, take a look now!  Initial calls with me are free and "no strings attached".  Sometimes folks feel like they need to wait and not 'bother' me until they have a pressing issue.  No need for that...just make the call. 🕺

‍Here's where you can access a lot of content for free:

‍* Follow me on LinkedIn - You'll get short pro-tips and reflections on major gift fundraising every day between 5-7am pacific.

* Breakthru Newsletter - As you've seen here, these are longer weekly posts (audio and written) sent directly to your email.

* Breakthru Blog - the newsletter from the previous week gets posted here each week for everyone (so email subscribers get it a week early).

* Breakthru Podcast - Interviews with high net worth givers about how we as fundraisers can get better at inviting them to the party.  And audio readings of Breakthru Blog posts.

‍Before getting to the PAID stuff: My opinion is that no small ministry with a tight budget should be spending more than $3-5k (total) for major gift coaching/consulting.  Most of you will be good-to-go spending far less than that.  This was a major issue for me when I was a frontline fundraiser - major gift consultants were an expensive 'black-box-of-confusion' for me.  That stops now.

‍Here's the PAID stuff:

‍* Online Catalyst Course - This is a full brain dump of my 28+ years of experience - good, bad, ugly.  It's built around the fundamentals, the sacredness, and the fun, of major gift fundraising.  It's infused with Henri Nouwen reflections.  Many people can take this course and they will be 'cooking-with-gas' and not need any additional coaching from me on the core systems.  I'm grateful that this course has gotten *great* reviews.

* Live coaching with me - I refer to this as "brain rental".  The ROI on live coaching, as you might imagine, is extraordinary.

Finally, be sure to connect with my colleague Ivana Salloum.  She's super awesome and can help with scheduling and access to resources, etc.

I look forward to hearing about your good work!

Blessings,