Insights from Metricool’s LinkedIn Study + Actionable Tips for Nonprofits
Most small nonprofits assume LinkedIn is for corporate giants and big-name brands. But a recent study by Metricool tells a different story — and it might just change the way you think about the platform.
We dove into the 2025 LinkedIn Study and pulled out what really matters for nonprofit organizations. Here’s what we found, plus a game plan for how small teams can show up smarter on LinkedIn without needing to post daily or invest in high-end video production.
🔍 What the Data Tells Us
Small accounts are thriving. Pages with fewer than 1,000 followers saw a 22.4% increase in impressions year-over-year. That’s huge.
Video is where it’s at. Video posts are up 53%, but more importantly:
- Impressions on video content are up 73%
- Views are up 52%
- Engagement is up 87%
Polls are your secret weapon. They have 206% more reach than other formats, but barely anyone uses them.
Carousels are the kings of engagement. The highest engagement rate by far (45.8%) belongs to carousel posts.
Posts with links perform better. Contrary to popular belief, adding a link increases impressions (+4.9%) and interactions (+13.6%).
Best posting rhythm? Around 10–12 times a month. No need to flood the feed.
📆 Our Recommended Monthly Framework for Nonprofits
You don’t have to post daily to be effective. Here’s a simple structure to follow:
Week 1: Video Post (VO slide deck) to create awareness + Brand Story
Week 2: Carousel (Impact/Stats) for engagement + Education
Week 3: Poll + newsletter link for visibility + email growth
Week 4: Team/Volunteer Highlight for connection + community
🚀 Tips from the Trenches
At PNWF, we’ve seen firsthand how a single well-placed video or carousel can outperform five basic posts. That’s why we build easy-to-execute formats into our client calendars, like:
- Voice-over slide decks using Canva or Loom
- Polls that ask donors or followers for input
- Carousels to showcase programs, impact stats, or client stories
We also encourage links in posts—especially when tied to newsletters, campaigns, or reports. LinkedIn rewards helpful, actionable content.
💡 Bottom Line
Small nonprofits are uniquely positioned to stand out on LinkedIn in 2025. The data backs it up, and the tools are accessible. You don’t need to go viral — just show up consistently with content that tells your story and makes it easy for people to connect.
🙋 Ready to Make This Happen?
At Pacific Northwest Fundraising, we help nonprofits create smart, sustainable LinkedIn content plans with:
- Custom post copy and visuals
- Plug-and-play content calendars
- Light-lift video scripts and templates
Let’s talk about how we can help your organization show up and shine.
Connect with us: