A LinkedIn Image Really Does Count
I’ll start with a confession: I am not Mr. Social Media. I don’t chase algorithms, I don’t measure my day by impressions, and I don’t believe credibility comes from posting just to post. That said, even I can no longer ignore the role LinkedIn plays—particularly for leaders in nonprofits, philanthropy, and higher education.
LinkedIn has become a first stop, not a nice-to-have.
A recent article in Chronicle of Philanthropy made the point plainly: donors are vetting you on LinkedIn. Quietly. Consistently. And often long before a first meeting, phone call, or solicitation ever occurs. In other words, the cultivation process increasingly starts before we even know someone is paying attention.
That reality should matter to all of us.
Donors today are researchers. They look up organizations, leadership teams, and fundraisers to assess credibility, alignment, and seriousness. LinkedIn has become part of that due diligence. The Chronicle article highlights something many nonprofit professionals underestimate: this isn’t about being trendy or “online.” It’s about trust.
You don’t need to post daily or sound like an influencer. But your profile should clearly communicate who you are, what you do, and why your work matters. When someone lands on your page, they should immediately understand your role, your expertise, and your connection to mission. If your story is vague, outdated, or inconsistent, donors will draw their own conclusions—and those conclusions may not work in your favor.
This is not about ego. It’s about professionalism. A current, well-composed photo signals that you take your role seriously. A neglected or missing image suggests the opposite. As the Chronicle article underscores, LinkedIn is often the first impression, not the backup one. Putting your best foot forward is not optional when trust and credibility are on the line.
And this applies broadly. Even Fernando Mendoza (Indiana Quarterback-Heisman Trophy winner) has a LinkedIn account. That should tell us something. When people at the top of their fields—whether in athletics, business, or philanthropy—see value in being visible and intentional on LinkedIn, it reinforces the platform’s role as a credibility marker, not a popularity contest.
Another key takeaway from the Chronicle piece is leadership visibility. Donors are not just vetting organizations; they are vetting the people behind them. Executive directors, CEOs, presidents, and senior advancement leaders all play a role in shaping perception. Thoughtful presence—sharing insights, reflecting on mission, or highlighting impact—helps donors feel confident that leadership is competent, engaged, and aligned with values.
Here’s the bottom line: you don’t have to love social media to accept reality. LinkedIn is a digital front door. It shapes first impressions, reinforces credibility, and increasingly influences donor confidence.
I may never be Mr. Social Media. But I do believe in clarity, professionalism, and trust. And today, LinkedIn is undeniably part of how those things are established.
Ignoring it doesn’t make it go away. Using it well, however, can quietly work in your favor—long before the first ask is ever made.
