From Social Seller to Social Fundraiser: How I Built Relationships That Have Raised 6-Figures in Fundraising Using LinkedIn—and How You Can Too

When you work in nonprofit, the mission is massive—but the team is often tiny. You’re stretched thin, wearing five hats at once, and just trying to keep the lights on while pushing toward the next big goal. Sound familiar?

I’ve lived this from both sides: as a partner to nonprofits and as a guy who started on LinkedIn with zero followers, no master plan, just a hunger to serve and show up.

In my career, LinkedIn didn’t just change the game—it became the entire playing field. And in the nonprofit world, I’m convinced: LinkedIn is the most underutilized power tool in your fundraising, recruiting, and storytelling arsenal.

Let’s talk about becoming a Social Fundraiser—and how to build real relationships that create real revenue without ever being transactional. So grateful to join Dana Snyder recently on Missions to Movements to discuss.

Where It All Started: From Laid Off to LinkedIn Evangelist

My relationship with LinkedIn began after getting laid off from a corporate job in 2010. Around that same time, I released my first book, and my publisher urged me to get active on social. But I wasn’t just trying to sell—I was trying to connect.

I realized early that the people I needed to build relationships with were already on LinkedIn—executives, decision-makers, influencers. If I could learn to earn their time, I could change my career trajectory. And I did.

Now, more than 48,000 LinkedIn followers later—and after helping nonprofits raise over $100,000 through simple outreach strategies—I’m here to tell you: if I can do this, you can too.

The Golden Rule: Earn the Conversation

If you take one thing away from this, let it be this:

Don’t oversell. Don’t overdo. Earn the conversation.

Nonprofit leaders, fundraisers, volunteers: your cause is worthy. Your story is compelling. But in a world full of noise, attention is currency. To get it, you need to:

Keep your messages short (2-3 sentences max)

Make it personal: why you care

Make it valuable: what’s in it for them

Make it easy: invite a quick call, not a huge ask

The point isn’t to immediately close a gift or get a commitment—it’s to start a meaningful conversation.

My Connection Request Playbook

Every single time I send a LinkedIn connection request—especially to C-suite leaders—I include a message. Always.

Here’s why: people get dozens of generic invites daily. If you want to stand out, tell them why you care and what’s in it for them.

Let’s say you’re a nonprofit looking to connect with a potential corporate sponsor or board member. Here’s what works:

“Hi [Name], I admire your work at [Company] and saw your recent post about [insert insight]. I’d love to connect and explore how we might partner to create more impact in [shared cause]. Grateful for your time!”

I’ve used variations of this to secure meetings with CEOs, CISOs, CIOs—even when nobody else could get in the door. Not by pitching. By positioning value.

Tools of the Trade: Sales Navigator & AI

LinkedIn Sales Navigator isn’t just for sales. It’s for strategy.

Whether you’re looking to recruit, fundraise, find board members, or attract volunteers, Sales Navigator helps you:

Filter by geography, title, nonprofit interest, or board experience

Build custom lists and send InMail to the exact people you want

Monitor updates from your target list to personalize your outreach

Track who’s engaging with your links and content (Smart Links FTW)

And AI? It’s your writing partner.

When you hit a creative wall (we all do), let tools like Copilot or ChatGPT help draft that initial message or repurpose your content across channels. I’ve used AI to turn transcripts from a podcast into a week’s worth of social posts or videos.

Think Progress, Not Perfection

Here’s the secret: you don’t need a 30-day content calendar or a social media manager. You need to start.

Start where you are. Share what you care about. Create content that makes people feel something—hope, purpose, urgency, joy.

Post a short video from a recent site visit.

Write about what your mission means to you.

Share a photo of your team or those you serve.

Capture a leadership lesson you learned today.

Even if no one “likes” it today, they see it. Visibility leads to credibility. And credibility earns conversations that can change everything.

Real Examples, Real Impact

I worked with a nonprofit CEO recently who began posting short videos from each location she visited. One of those videos caught my attention. That simple action led to her speaking at a summit for 1,000+ nonprofits—and opened new partnership doors.

Another nonprofit I supported raised $80,000 through a LinkedIn campaign. We simply messaged people, told the personal story behind the ask, and invited a conversation.

It didn’t take a huge budget. It took belief, consistency, and heartfelt outreach.

Turning Missions into Movements

One of the most fulfilling parts of my role today is helping nonprofits turn their missions into movements. LinkedIn isn’t just a tool—it’s a bridge. A bridge to relationships, funding, partnerships, storytelling, visibility.

You never know which post, podcast, or message will change your trajectory—or someone else’s.

Every video. Every blog. Every comment. Every DM. It’s all part of your digital legacy.

Final Takeaways for Nonprofit Leaders

Start small: Pick 1-2 platforms and show up consistently.

Earn the right to a conversation before making the ask.

Leverage LinkedIn Sales Navigator to find and nurture your ideal connections.

Use AI tools to repurpose content and keep momentum.

Build relationships first. Revenue and resources will follow.

Tell stories—from the heart. Spotlight your team, your mission, and your impact.

Be human. Be bold. Be real.

Let’s Make Social Fundraising the Norm

I didn’t set out to become the #1 social seller in tech. I simply wanted to connect, serve, and create community.

Now I want to help nonprofit professionals like you become the #1 social fundraiser in your space.

Your story matters. Your mission matters. And LinkedIn is the launchpad.

Let’s get to work.

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