YouTube may bring to mind funny videos or your cat going viral, but it has much more to offer in terms of marketing. The YouTube Nonprofit Program can increase your online presence by encouraging donations, increasing your following, building a brand, and networking with other organizations. Best of all, it is free and user-friendly.

Raising Funds and Encouraging Donations

A few things about annotations:

• External annotations, which are links within the video itself, are great for those with Kickstarter or other crowd funded accounts. 
• Spotlight annotations make sections of the video into links. This creates an interactive atmosphere for the viewers. 
• An overlay is text that appears at the bottom of the screen. This is perfect for sending viewers to petitions, websites, stating donation goals, or comments you feel will enhance the video.

You can read more about annotations here. 

For example, a nonprofit organization may be focused on buying supplies for under privileged schools. A promotional video linking items on a desk to a Kickstarter would be an excellent use of the spotlight feature. This provides a visual that can directly link to an external source.

Building a Strong Following

 

Content, Content, Content!

• Create powerful YouTube videos by making sure they are to the point, well lit, properly shot, and intriguing.
• Live streaming is a feature offered by the YouTube Nonprofit Program. This is perfect for demonstrations, events, publicity stunts, or anything relative to the organization that can be filmed live.
• Focus on current events and relevant times!

     

 

Mission and Brand

Video is an excellent medium to convey a story and build a brand. It can create a personality for the general public to interact with. This is a reflection of the organization to the community, so carefully develop the image.

 

Getting Technical: Metadata

• Powerful titles also keep viewers clicking.
• Tags are crucial for finding videos, keep it relevant!
• Descriptions help viewers understand the message. This is located underneath the video. Let people know who you are.

Otherwise, the best way to build a reputation and declare a mission statement is through the content itself. Creating a regular series or splitting up a video will keep people coming back. YouTube playlist allows videos to play in order seamless for the viewer. If the content is fascinating, the crowd will be hooked.

Share other videos on the channel that relate to your organization. This helps expand the following and network with other's supporting your cause. Including the people you are trying to help in the videos is a great way to state your mission. Think of this as a video blog and use it to develop the brand and personality of the organization.

Collaboration

YouTube Nonprofit Program can help a business branch out and work with other companies or individuals that are for similar causes.

Every December, YouTube hosts an event for nonprofit videos called Project For Awesome. It promotes charity videos and encourages the community to vote for favorites. Learn more about it here. This would be a great way to draw attention to the organization.

Celebrities are useful for drawing in viewers, but if that is not in your budget, YouTube personalities can help. Reach out to those with similar interests to be a guest star, and you will also open yourself up to their viewers too.

YouTube Nonprofit Program also has a community forum. This can connect you with others to share advice and ideas. You never know who you will meet! Check it out here.

For more information on leveraging video marketing, talk to a Blue Archer professional

Barbara Cline

Digital Content Writer

@BlueArcherPGH