The 2-2-1 content model.
Whatever your posting schedule, aim to mix up the nature of your content to keep it fresh and engaging. A good practice is to follow the 2-2-1 rule. For every five pieces of content you post, aim for:
• 2 pieces of informational content about your nonprofit’s mission, programs, and work.
• 2 powerful or uplifting stories to showcase your impact.
• 1 call to action (CTA).
The 2-2-1 content model allows you to increase your followers’ awareness and engagement before you ask them to do something. It also ensures they don’t feel bombarded with content CTAs, which can be overwhelming.
Content Suggestions feature.
If you’re not sure what to post, the Content Suggestions feature allows you to quickly find trending articles, employee milestones, and news about your organization. Here are some tips on getting started:
• Access Content Suggestions by visiting the “Content” tab on your nonprofit’s LinkedIn Page (note: only super admins, content admins, and curator admins can use this feature).
• Use Content Suggestions to find articles or other content to share on your Page.
• Filter trending articles based on the type of audience they’re trending among. You can filter by industry, location, job function, and seniority. You can also explore what all LinkedIn members are engaging with or just your existing Page followers. (Note: you can only see trending articles suggestions if your Page is complete and you have at least 300 followers).
• When sharing a piece of trending content, add your organization’s voice by editing the title and image, or adding post text.
Posting best practices.
Once you’ve established how often you want to post and what content to share, try incorporating these best practices into your overall content strategy:
Use up to five relevant hashtags on all your posts to make them easier to find.
Don’t clutter your posts with multiple CTAs. Include a maximum of one per post to make it easy for your audience to follow through.
Experiment to see which content types and formats drive the most traction for your organization, then apply those learnings to future content.
Consider repackaging content in different formats to reach people where they are. People learn and absorb information in different ways, so you may reach more followers by repurposing an article as an audio event, image post, or other medium.
As you post more regularly, you may notice your follower growth slow or engagement with your posts decline. Here are some tips to help you solve these common issues.
Stagnant follower count.
Growing your following takes time, but if you notice your follower count has plateaued drastically, try these tips to get it going again:
• Use hashtags strategically in your posts to make it easier for people to find your content. Use a mix of broader hashtags (ex: #nonprofit) and more niche ones, like a hashtag named after an awareness campaign you're running.
• Encourage sharing. The more people that share your posts, the more exposure your organization will get and the more potential followers you’ll reach.
• Adjust your posting cadence. If you’re only posting once a week, try posting twice. Or, if you usually post in the afternoon, try posting in the morning — you may reach a different audience.
Engagement with your content is the biggest sign that your posts are resonating with your audience. If engagement is low, try these tips to grab your followers’ attention:
• Mix up the format of your posts and use prompts. This could be in the form of a poll or a question that encourages people to write in the comments.
• Keep an eye on your analytics to see which kinds of posts perform best. Use this knowledge to inform future content planning.
• Experiment with other types of LinkedIn content, such as LinkedIn Live and LinkedIn Events.