By Marc W. Halpert and Colleen McKenna

Editor’s note: “Company Pages” may sound like something only for-profit businesses should care about. But those pages provide valuable visibility to nonprofits as well. On Wednesdays, we’ll be running a five-part guest series on how nonprofits can reap significant benefits from LinkedIn’s Company Pages.

Putting your profile together may seem daunting after reading Parts 1 through 3 of this series, so in Part 4, we’ll give you helpful specifics.

Analytics provide a lot of data but, in the end, only the insights you take away from the information matters. Check out who’s looking at your site and what they’re looking at. Look for patterns.

As previously discussed, the difference between a LinkedIn profile and a standard website is interaction. Many successful nonprofits use LinkedIn, Facebook, and Twitter to their vision and strategy, presenting each in a way that appeals to the audience in each social media platform. And they always have a great website, too. In turn, this creates conversation and connections.

In its entirety, your nonprofit Company Page will provide the following:

• Recruiting opportunities. Young professionals are the people most immersed and engaged in new ways to market and network. LinkedIn provides nonprofits the ability to post current job openings on their Company Page and, with a couple clicks, those candidates for the job can apply right there on your profile page.

• Donor Relations. As nonprofits educate and create value as a resource, donors will become more invested in the organization. Donor relations is no longer about solving the last problem but about engaging in order to build greater traction for the future.

• Differentiation. Nonprofits that highlight and empower their employees to be active on social media will stand out. They’ll create more interest and more credibility. You want to stand out when you are competing for the same donor dollars as other nonprofits.

• Donor Development. Donors want to work with nonprofits that are shaking and stirring it up, moving things forward, that have a recognized voice, and are seen. Let your nonprofit development staff come out from behind their desks and have a presence with their constituency via LinkedIn.

Next week, we’ll tell you how to turn your nonprofit organization into a sales force!

For more information about Nonprofit Company Pages, read Part 1, Part 2, and Part 3 of this series.

Marc W. Halpert has started, and continues to operate three companies in the past 10 years; the most recent is called and Connect2Collaborate, in which he uses his skills in networking and his LinkedIn evangelism to train and coach others. He teaches LinkedIn to groups as well as coaches individuals, is a frequent speaker at national, regional, and local conferences, and has authored numerous articles.

Colleen McKenna, Principal, and Intero Advisory teaches people and organizations how to build their creative and competitive professional brand to ensure greater productivity and success.

We do this by creating a plan and implementing the appropriate tools. LinkedIn, the professional social network, is where we begin.