EPISODE 113
Episode 113 of Tales From the Trenches Tuesdays again features Michelle Benson. Michelle has developed a simple and highly effective strategy for non-profits to tap into LinkedIn’s vast funding network, without resorting to cold messaging or spending hours on content creation. With 30 years of fundraising experience, including roles as both a fundraiser and a funder, Michelle now focuses on teaching organizations worldwide how to use LinkedIn effectively.
Michelle’s most striking observation centers on understanding LinkedIn’s algorithm as purely attention-driven, devoid of emotion. She uses a memorable analogy:
Imagine if I was playing tennis every Friday at six o’clock… And then I decided, you know, tennis is far too much effort, I’d rather go to the pub.
Just as you’d adjust where to find her, LinkedIn’s algorithm adjusts what it shows you based on your behavior. When you change careers or interests, the platform immediately shifts its recommendations and content delivery to match your new patterns. This means your network connections matter less than how you engage with content.
The discussion of LinkedIn’s premium subscription revealed Michelle’s pragmatic approach. She emphasizes that paying for premium is worthless without strategy. However, for those using the platform purposefully, premium “absolutely oils the wheels” by providing better analytics and increased visibility. Her advice? Use the free version strategically for at least three weeks before considering the trial, creating a basis for comparison.
Michelle also cuts through the confusion about impressions versus actual engagement. While a post might reach 100,000 newsfeeds, that doesn’t mean 100,000 people saw it. More importantly, she argues that likes and comments aren’t the real measures of success. Instead, fundraisers should focus on actionable outcomes: “How many profile views did you get? How many direct messages did you get?” The question isn’t about vanity metrics but about what drives real results—return calls, follow-up meetings, and genuine connections.
For nonprofits struggling to reach difficult prospects—companies, trust funds, philanthropists, and their advisors—Michelle’s approach offers a refreshing alternative to traditional offline barriers. By understanding how LinkedIn’s algorithm actually works and focusing on strategic goals rather than vanity metrics, organizations can tap into the platform’s vast funding network effectively. The key isn’t about gaming the system; it’s about working with it intelligently.
Just click on the picture of Michelle below to hear our conversation.
L’chaim,
jack
