In 2022 and 2023, LinkedIn for Nonprofits (LI4NP) successfully hosted Impact Summit to bring global nonprofit professionals together in moments of great change. While these past events were successful, focusing solely on a target audience of global nonprofit professionals proved limiting – even when the event expanded to a hybrid experience in 2023. To deepen the influence of this flagship, global hybrid event, Impact Summit 2024 was reimagined for a wider audience of nonprofit professionals, social impact professionals, workforce development partners.
The objective of Impact Summit 2024 was to bring global nonprofit, social impact, and workforce development leaders together, while also establishing LinkedIn as a leading convener of impact sector professionals, showing them how they can tap into the power of LinkedIn to connect with the people they need to move their missions forward.
We created a hybrid experience featuring Shonda Rhimes, with in-person events in NYC and LON, in addition to two LinkedIn Live virtual experiences for our global audience. To drive virtual attendance, we launched a full-scale go-to-market campaign. To generate in-person attendance we invited our partners, customer base, and key prospects near our two event locations.
We welcomed nonprofit leaders and customers to an external space in NYC and our offices LON for our Impact Summit 2024 experiences.
In New York, we hosted ~300 invited guests who watched an inspiring in-room conversation between Shonda Rhimes and our very own CMCO Mel Selcher; heard wise words from CEO and Founder of Khan Academy, Sal Khan; learned about AI from Microsoft leaders; and attended breakout session offerings on topics like the grantmaker-nonprofit divide, empowering diverse leadership, and workforce development in the age of AI.
In London, we welcomed ~100 attendees to our offices, where guests watched an uplifting live-streamed conversation between Shonda Rhimes and Mel Selcher; heard insights from CEO and Founder of Khan Academy, Sal Khan; learned about AI from Microsoft leaders; listened to panel discussion between nonprofit leaders; and attended breakout session offerings on topics establishing a thought leadership presences on LinkedIn and building nonprofit workforce in the age of AI.
To serve our global impact community, we offered a virtual livestream on May 15 for our Americas/Europe audience and on May 16 for our Asia-Pacific audience. The May 15 stream featured live host segments and included recorded highlights from our in-person main stages in NYC and LON and videos featuring LinkedIn and Microsoft leaders. It was live captioned in four languages (EN, FR, ES, PT). The May 16 stream, which utilized all pre-recorded segments presented by our virtual host, featured a special APAC-centric panel of impact sector leaders from throughout the region. In both livestreams, the chat flowed with positive sentiment and insights, with many folks going out of their way to thank individual speakers for their insights shared.
Across all of our virtual and in-person offerings, nonprofit professionals, social impact professionals, workforce development partners deeply enjoyed coming together with like-minded individuals to talk about issues that are most relevant to their unique sector. Across all locations, attendees remarked about the high-quality, relevancy, and thought-provoking nature of this year’s content and speakers, emphasizing our approach was spot-on.
Due in part to our successful multi-channel 8-week go-to-market plan, we achieved our goal of bringing global nonprofit professionals together, hosting 400 nonprofit leaders in-person and had 21k+ virtual registrants, and 3.1k+ day-of live viewers. We saw a 2.4% increase in week-over-week Weekly Active Users on LinkedIn among those watching for 60 seconds or more. The event also significantly enhanced LinkedIn's brand perception as a leading convener by 18% according to our survey, bolstered brand trust, belonging, and affinity, and doubled the intent to visit LinkedIn among attendees.