LinkedIn Algorithm Changes: What Nonprofits Need to Know

Written By Adair Hill

In 2025, LinkedIn significantly reduced organic reach for company pages, making it harder for nonprofits to gain visibility without a strong content and engagement strategy. Unlike in previous years, posts from organizational pages now reach fewer followers unless they spark meaningful engagement—especially comments.

Key Changes and Challenges:

  • Lower Reach for Company Pages: LinkedIn increasingly prioritizes content from personal profiles and content that drives conversation, making it more difficult for page posts to be seen without interaction.

  • Comments Over Likes: The algorithm now favors posts that generate comments and genuine discussion rather than passive engagement like likes or shares.

  • AI-Generated or Generic Content is Penalized: Content that feels formulaic, impersonal, or templated is deprioritized in the feed.

  • Link-Heavy Posts Underperform: Posts that include links to external sites are often suppressed unless paired with meaningful commentary that adds value.

What This Means for Nonprofits

To maintain visibility and drive engagement:

  • Focus on valuable, conversation-starting content—not just announcements.

  • Use staff members’ personal profiles to amplify posts and increase reach.

  • Encourage team members and partners to comment on posts to boost visibility.

  • Dedicate time to proactive relationship-building through consistent commenting and connecting.

General Recommendations for Small Nonprofits

Posting Frequency

Minimum: 2–3x per week

Ideal: 4–5x per week during active training promotions

Stretch Goal: Daily short-form posts when capacity allows

Recommended Content Mix (Monthly)

During major training pushes, shift to 30–40% promo for a week, then rebalance.

Promoting Trainings on LinkedIn

Total: 4–6 posts per training over 2–4 weeks

Vary post formats—use visuals, text, video, and carousels to keep content fresh.

FAQs

1. Am I bombarding my followers’ feeds if I post multiple times per week?

No. LinkedIn’s algorithm only shows your posts to a small percentage of followers unless they engage with it. Posting consistently (2–5 times per week) helps more of your audience eventually see your content—it doesn’t overwhelm them. Plus, varied content types (stories, tips, events, videos) keep it fresh.

2. Should I be posting from our nonprofit’s company page or my personal profile?

Both. Your organization’s page builds brand presence, but LinkedIn favors personal profiles in the feed. A strong strategy includes:

  • Posting from your nonprofit page 2–4x/week

  • Staff sharing or commenting on posts from their own accounts

  • Key staff occasionally posting original content related to your mission

3. How do I get more visibility for our posts?

The key is early engagement—especially thoughtful comments.
Tips:

  • Ask a question or prompt discussion in your post

  • Tag partners or collaborators

  • Encourage your team to comment on posts when they go live

  • Avoid posting just a link with no context—LinkedIn deprioritizes it

4. What kinds of content work best for nonprofits?

A strong mix that rotates between:

  • Educational tips (e.g. grant advice, policy updates, tools)

  • Behind-the-scenes or candid photos

  • Training and event promotions

  • Celebrating partners or community wins

Visual content (photos, carousels, short videos) performs better than plain text.

5. Should we promote every training multiple times?

Yes—and strategically. For each training or event, aim for 4–6 posts over 2–4 weeks:

  • Save the date or announcement

  • What problem the training solves

  • Speaker highlight

  • Final reminder

  • Optional: behind-the-scenes or thank-you post

Each post should highlight a different angle to keep it engaging.

6. We don’t have time to post every day. Is it still worth it?

Absolutely. Consistency beats frequency. Even 2–3 well-crafted posts per week can make a big difference. If your team can only handle one post per week, just make it count with a strong message, image, and call to action.

7. Do we need to be on LinkedIn if our audience is local?

Yes, especially if you're trying to:

  • Reach funders, local leaders, and government partners

  • Build credibility in your sector

  • Attract high-quality board members, collaborators, or advocates

LinkedIn is a powerful visibility and trust-building platform—even for small, local nonprofits.

8. Can we reuse content from Facebook or our newsletter?

Definitely. Just adapt it for LinkedIn:

  • Make posts more concise and professional

  • Add a short reflection or question to encourage comments

  • Use LinkedIn-native formats (like carousels or polls) when possible

Cross-platform reuse saves time and builds brand consistency.

9. How do we measure success?

Focus on:

  • Comments and meaningful engagement

  • Follows and impressions over time

  • Event registrations or inquiries generated

  • Building a stronger network of relevant connections

It’s not just about going viral—it’s about connecting with the right people.

Let It Shine Communications can help your nonprofit craft a LinkedIn content strategy that fits your capacity and goals. Ask us for templates, training, or help planning your next campaign.

Adair Hill
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