Guest Post by Michael Hoffman: Why Nonprofits Should Be on YouTube

YouTube for Nonprofits

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Note from Beth:  Michael Hoffman recently presented a webinar filled with useful information for nonprofits about how to make the most of their YouTube presence.   I'm honored to republish his post which includes his slide deck.  It's packed with lots of practical information and tips.

Here's my webinar about how nonprofits can use YouTube effectively. This issue has become much more important than it once was. When YouTube first started, all of 4 years ago, the quality of the video was bad, the audience wasn’t so huge and messages about changing the world just seemed totally out of place amid the poor amateur video that was appearing on the site.

My, how the world changes quickly. YouTube has improved so much in the past few years that looking at the early version would be hardly recognizable. The changes are too numerous to mention but the quality has improved, user control has improved and what people expect to find on YouTube and how they interact with it has also changed.

I have pasted my entire 1-hour webinar below. It has both audio and the slidedeck and I was told it was quite packed with useful info.

If I had to choose a few key takeaways, this is what I would tell you:

1. Search is critical. Not only are YouTube videos showing up in Google first-page results, but YouTube itself has become a top destination for searches. So if you don’t have YouTube videos for your key search terms you are missing out. YouTube is now a CENTRAL part of an effective SEO strategy.

2. The YouTube Nonprofit Program is The Bomb. If you are a US or UK registered nonprofit, and you are not religious or political in nature, apply for the YouTube Nonprofit Program, today. Right now. It gives amazing benefits to nonprofits in terms of branding and functionality.

3. The best part of the YouTube Nonprofit Program is linkable annotations—the ability to put links, anywhere in a video, that actually go to your website. “Donate Now”, or “Sign the Petition” become links that really work. Finally, YouTube has the potential to drive engagement. (You can watch how this works here).

4. No excuses. Even if you don’t have a budget and are stressed for time you can create a channel on YouTube and put videos in it. You can use existing video assets, repurposed video assets and make simple videos using a Flip Video camera or other low-cost consumer product.

5. Spend some time browsing nonprofit videos for ideas about what you can do. Most likely you will come across something with a style or tone that you think is perfectly appropriate for your message. Flatter them and copy their approach.

6. Fill your YouTube Channel with Favorites from complimentary organizations. There are great videos already online that speak to your message. Leverage those also. With the new YouTube channel designs, you can use these as a playlist on your channel.

Michael Hoffman is the CEO of See3 Communications and an expert in online video for nonprofits.  Michael is a regular guest blogger.  Recently, he published a piece called "Viral to Whom? Rethinking Nonprofit Video" and "Youtube's Game Changing Annotation Feature for Nonprofits."

Comments

[Abby Ravera]

Yes! So pleased you published this Beth!

We've raised over $35 000 through this video on Youtube: http://www.youtube.com/watch?v=6jSBW0BOPqM

Really interesting story actually, if you'd like me to guest blog about it, I'd really enjoy sharing what's been an interesting journey.

Thanks, Abby

[Adrienne Webb]

Beth,

It is my impression that many nonprofit organizations use Facebook and Twitter as gateway social media platforms, and over time they adopt new methods, such as podcasts or YouTube channels. Do you think some organizations would be better off starting with a YouTube channel, eventually moving toward social networking? If so, why might this be advantageous for them?

[Erika Lincango]

Dear Beth:
Thank you so much for sharing Michael Hoffman’s video. I had been interested in pushing forward with my social entrepreneurial venture. I have been trying to find the best channel to share the whole process that makes my creations possible. Most of the time, I feel intimidated by the editing part, and in truth I have tried to maintain my distance from digital tools. However, the last five weeks I have become aware of the importance of making available information to our supporters. I am learning to use the Internet and technological devices, such us Google Reader, Facebook, twitter and podcasts to promote causes. Your article came at the right moment. I appreciate your six key takeaways. They are informative, especially No. 2 because it really targets the core strategy of any campaign: branding and functionality.