Show Up, Stand Out with Bofta M Yimam [Episode 414]

There’s a quiet belief I hear from nonprofit leaders all the time:

“If I focus too much on visibility, it will feel like it’s about me.”

But here’s the truth:

If people don’t see you, they can’t trust you.
And if they don’t trust you, they won’t invest.

That’s why this conversation with Bofta Yimam stuck with me.

She didn’t just talk about LinkedIn as a marketing tool.

She reframed it as something much more important: 👉 A trust-building engine.

Most nonprofits don’t struggle because their work isn’t meaningful.

They struggle because not enough people understand it.

And in today’s world, understanding doesn’t come from one meeting or one email.

It comes from repeated exposure.

From seeing you show up.
From hearing how you think.
From watching how you lead.

That’s what visibility does.

It shortens the distance between “I’ve heard of you” and “I trust you.”

A lot of leaders hesitate here.

They understand the value—but it still feels uncomfortable.

There’s a fear that being visible will come across as self-promotion.

Or that it somehow takes attention away from the mission.

But in reality, the opposite is true.

People connect with people first.

Then they connect with organizations.

When you share why you care, how you think, and what you’re seeing…

You make the mission more accessible.

One of the most practical takeaways from this conversation is this:

👉 Visibility builds trust before the conversation even starts.

Instead of starting from zero every time you meet a donor,
they already feel like they know you.

They’ve seen your perspective.
They’ve followed your work.
They’ve watched your consistency.

So when you finally talk, you’re not introducing yourself.

You’re continuing a conversation that’s already been happening.

You don’t need to post every day.

You don’t need a full marketing team.

What you need is consistency.

A few thoughtful posts each week.
Clear messaging.
And a willingness to keep showing up—even when it feels slow.

Because this is not about quick wins.

It’s about building momentum over time.

One of my favorite ways to think about LinkedIn is this:

It’s a room full of people who care about impact, ideas, and connection.

Your job isn’t to impress the room.

Your job is to show up, be part of the conversation,
and make it easier for the right people to find you.

If you’re not sure where to begin:

• Clean up your profile so it clearly reflects your work

• Share one story from your organization each week

• Talk about what you’re learning as a leader

• Highlight the people and impact behind the mission

That’s enough to get started.

Visibility isn’t about being louder.

It’s about being clearer, more consistent, and more human.

Because when people understand you,
they trust you.

And when they trust you,
they invest.