How nonprofit boards can unlock digital advocacy and crush it on Linkedin
Traditionally, advocacy for nonprofit boards has centred around strategies like lobbying or engaging external consultants for stakeholder engagement. The rise of social media and professional networks like LinkedIn have unlocked new opportunities for board members to amplify their organization’s mission, drive engagement and create lasting impact.
In this article, we explore how nonprofit boards can leverage digital tools, particularly LinkedIn, to drive advocacy, engage stakeholders and position their organizations as leaders in their sectors.
Why advocacy matters for nonprofit boards
Advocacy serves as a link between a nonprofit’s mission and its broader community. It ensures the organization’s voice is heard, builds trust with stakeholders, and secures essential support from donors, policymakers and the public.
Effective advocacy also strengthens the organization’s reputation, creating opportunities for strategic partnerships and funding opportunities.
Digital platforms have transformed this process by enabling boards to:
- Extend reach: Amplify messages to diverse audiences across geographies.
- Engage in real time: Build meaningful connections and maintain a consistent online presence.
- Showcase transparency: Share impactful stories directly with stakeholders.
For modern boards, digital advocacy has become an essential element of social media strategy, brand awareness and reputation management.
Harnessing LinkedIn for digital advocacy
With over 1 billion users, LinkedIn provides nonprofit boards with a powerful platform to connect with professionals and decision-makers globally. Despite its extensive reach, LinkedIn remains relatively uncluttered, with only 1% of members actively posting, making it an ideal platform for your message to stand out.
3 key strategies for digital advocacy for nonprofit boards
1. Focus on analytics, not just likes
LinkedIn’s analytics offer insights far beyond surface-level engagement metrics like “likes.” Understanding who views your posts — particularly decision-makers — ensures your advocacy efforts are targeted and impactful.
2. Leverage User-Generated Content (UGC)
Authentic, personal content often resonates more than scripted corporate messages. Sharing photos from community events or beneficiary stories, such as patient testimonials, creates an emotional connection that builds trust and support.
3. Foster real-time connections
Digital advocacy enables supporters to “join the journey” in real time. Sharing updates about milestones or events fosters a sense of inclusivity, encouraging others to advocate, donate, or volunteer.
As a real-life example, at Kids Hope Australia, active LinkedIn advocacy led to a partnership with a pro-bono Chief Information Security Officer who strengthened its cybersecurity — a critical contribution for the organization.
Tips for crafting engaging digital content
To maximize advocacy efforts, nonprofit boards should focus on creating content that captivates and informs:
- Use visuals and videos: Videos generate 34% more engagement on LinkedIn. Sharing short clips of events, milestones, or behind-the-scenes moments helps humanize your nonprofit and increases visibility.
- Time posts strategically: Leverage LinkedIn’s “golden hour.” Posts that receive high engagement within the first hour are algorithmically boosted, reaching a wider audience. Encourage team members to like and share posts immediately for maximum impact.
- Access practical resources: LinkedIn News Australia offers a five-week content creation program to help organizations enhance their digital presence.
A lighthearted take on digital advocacy and social media
Looking to better understand the influence of social media? Consider watching Don’t Look Up on Netflix. This satirical film humorously illustrates the power and reach of digital platforms in today’s society — a timely reminder of why nonprofits can’t afford to ignore digital advocacy.
Final thoughts
Digital advocacy is a vital tool for modern governance. By embracing platforms like LinkedIn, nonprofit board members can extend their organization’s reach, connect with key stakeholders and inspire meaningful engagement.
A single thoughtful post can transform followers into champions for your cause, creating a ripple effect of support and impact. Advocacy is about leading with purpose and inspiring action that drives lasting change.
