About National Christian Foundation
The National Christian Foundation is the largest nonprofit in the U.S. They help families give more to their favorite causes and charities by connecting them with a larger movement of generosity around the world. Since 1982, NCF has mobilized over $13 billion through creative giving solutions like Giving Funds (donor-advised funds) and non-cash giving options with highly personalized service forming a unique community building experience.
Fervor + National Christian Foundation
LinkedIn Profile Management to Support Company Page Efforts
LinkedIn has become one of the fastest-growing social media networks. With over 740 million users in 2021, there are benefits to investing in a company page as well as personal profiles for key position holders within an organization. Managing both company and personal profiles support networking efforts, community expansion, prospecting of leads, and establishing a positive public image. Here’s how the two profiles work in tandem:
- The company page promotes your good reputation and establishes your voice as a trusted thought leader in your space
- Your personal profile offers a specific person your ideal advocates can connect to by sending a message or engaging on a more personal level
The work you do — whether as a nonprofit or business — is about the people you serve. Think of it this way: your company page promotes your brand whereas your personal profile offers the personal connection people prefer.
LinkedIn Company and Personal Profile Management
For the National Christian Foundation, Fervor began their social media engagement with regular posting and community management of LinkedIn company pages for two locations: NCF Heartland and NCF Rocky Mountains. In order to capitalize on the efforts of the company pages and expand the reach of posts, we also included personal profile management for the VPs of those locations, Matt Farmer and Eric Most.
Social Media Strategy
What does that look like? We always start with strategy, including content themes and a publishing calendar for post frequency. Next comes content planning on a monthly basis to make sure we’re covering the timely topics, events, and webinars their audiences are interested in.
Content Sharing Strategy
We also regularly post fresh content to their websites, publishing it to their company page and sharing it to their personal profile, including a takeaway or nugget in their personal voice. Other times, there’s value in sharing posts from their personal profiles to the company pages. All of this creates synergy, expanding reach and capitalizing on the LinkedIn algorithms that push content into users’ feeds.
The Results
We’ve seen really great results from this strategy, from higher impressions and engagement rates to a growing audience. Not to mention, both Matt and Eric can now designate more time to the givers they serve while Fervor engages their social community within their monthly marketing retainer.
Looking for ways to expand your marketing power on LinkedIn or another social platform? Reach out to Fervor. We can create a strategy customized to your needs and develop a content plan to support that strategy, executing every piece for best results.
