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Sponsored by:
YouTube for Nonprofits: 25
Strategies To Attract Donors
Allan Pressel
August 6, 2013
Use Twitter Hashtag #np...
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 59...
Sponsored by:Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Assisting with chat questions:
J...
© PowerSite123, proprietary & confidential, not for reproduction
Presented by:
Allan Pressel, CEO/founder
PowerSite123 (fo...
© PowerSite123, proprietary & confidential, not for reproduction
You should strive to achieve
these goals for your video:
...
© PowerSite123, proprietary & confidential, not for reproduction
•Incite action
•Inspire
•Grow brand awareness
•Fundraise
...
© PowerSite123, proprietary & confidential, not for reproduction
Where should you post your videos?
 YouTube
 Your own c...
© PowerSite123, proprietary & confidential, not for reproduction
Why should you post your videos on a
social media site?
...
© PowerSite123, proprietary & confidential, not for reproduction
Production considerations
 Short
 Easy to see
 Large e...
© PowerSite123, proprietary & confidential, not for reproduction
Production considerations (cont.)
 Personnel
 Format
 ...
© PowerSite123, proprietary & confidential, not for reproduction
Cool technology
• Client/donor thank you videos
• Video s...
© PowerSite123, proprietary & confidential, not for reproduction
Share Your Video
 YouTube
 Facebook
 Twitter
 MySpace...
© PowerSite123, proprietary & confidential, not for reproduction
Share Your Video (cont.)
 Press release
 www.eReleases....
© PowerSite123, proprietary & confidential, not for reproduction
Private Internet Consultation
I’d like to offer each of y...
© PowerSite123, proprietary & confidential, not for reproduction
Technical considerations
 Don’t use Flash
 Use HTML5 (i...
© PowerSite123, proprietary & confidential, not for reproduction
Content considerations
 Who is the intended audience?
 ...
© PowerSite123, proprietary & confidential, not for reproduction
Tools to produce/edit your videos
 cnet.com
 YouTube Do...
© PowerSite123, proprietary & confidential, not for reproduction
Types of videos
 Testimonial
 Client
 Client’s family
...
© PowerSite123, proprietary & confidential, not for reproduction
Sample VIDEO Approach:
Success Story
 Call to action on ...
© PowerSite123, proprietary & confidential, not for reproduction
An Effective ONLINE VIDEO Strategy:
5 Steps
1. Define Con...
© PowerSite123, proprietary & confidential, not for reproduction
“Don’t”s
 “Don’t say a little in so many words but a
gre...
© PowerSite123, proprietary & confidential, not for reproduction
“Do”s: Developing your style
 Incorporate humor
 Consis...
© PowerSite123, proprietary & confidential, not for reproduction
“Do”s: Developing Your Content
 Engage: have an attentio...
© PowerSite123, proprietary & confidential, not for reproduction
“Do”s: Navigation
 Easy to find/navigate
 Hierarchical/...
© PowerSite123, proprietary & confidential, not for reproduction
“Do”s: Use Images
 Pictures
 Kids
 Animals
 Graphics
...
© PowerSite123, proprietary & confidential, not for reproduction
“Do”s: Interact With YOUR VIEWERS
 Feedback
 Referrals
...
© PowerSite123, proprietary & confidential, not for reproduction
Thanks!
Allan Pressel
allan@PowerSite123.com
www.PowerSit...
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YouTube for Nonprofits: 25 Strategies to Attract Donors

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Has your nonprofit posted any videos on YouTube? Why should you? We’ll examine how to create, post, embed, and drive traffic to videos – and photos – on YouTube and other social media sites. Learn how to do all these things for free or low cost. Learn what kinds of videos and photos to post, and how they can benefit you. We’ll examine how to build awareness, raise funds, recruit volunteers, spawn viral marketing, communicate effectively, build online communities, interact with constituents, and drive traffic to your website, blog, and social media. We’ll explore some interesting case studies. YouTube and other online videos are an effective way to connect with donors, build awareness for your cause, and raise more funds. What type of videos and content best connect with your donors and prospects? What steps do you need to take to incorporate YouTube in your fundraising strategy?

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Transcript of "YouTube for Nonprofits: 25 Strategies to Attract Donors"

  1. 1. Sponsored by: YouTube for Nonprofits: 25 Strategies To Attract Donors Allan Pressel August 6, 2013 Use Twitter Hashtag #npweb Part Of:
  2. 2. Sponsored by: Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 www.cjwconsulting.com (866) 598-0430 info@cjwconsulting.com Part Of:
  3. 3. Sponsored by:Part Of: Coming Soon
  4. 4. Sponsored by: Today’s Speakers Hosting: Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, 4Good Part Of: Allan Pressel CEO/Founder PowerSite123
  5. 5. © PowerSite123, proprietary & confidential, not for reproduction Presented by: Allan Pressel, CEO/founder PowerSite123 (formerly known as CharityFinders) 877-456-3210 www.PowerSite123.com Allan@PowerSite123.com YouTube for Nonprofits: 25 Strategies To Attract Donors Nonprofit Webinars August 6, 2013
  6. 6. © PowerSite123, proprietary & confidential, not for reproduction You should strive to achieve these goals for your video: •Findability •Stickiness •Loyalty •Referability •Maximum conversion rate •Dynamism •Positive ROI 7 Key Goals of an Effective Online Video
  7. 7. © PowerSite123, proprietary & confidential, not for reproduction •Incite action •Inspire •Grow brand awareness •Fundraise •Wide audience •Viral-ness Other Goals
  8. 8. © PowerSite123, proprietary & confidential, not for reproduction Where should you post your videos?  YouTube  Your own channel  Vimeo  Your website  E-newsletter  E-mail blasts  DVD  Tons of other video sharing sites, including  BlogTV  Flickr  MySpace  MyVideo  Photobucket  SchoolTube
  9. 9. © PowerSite123, proprietary & confidential, not for reproduction Why should you post your videos on a social media site?  Easy  Free  Doesn’t require storage or bandwidth on your site/host  Easy to embed within your site  Findable by lots of visitors  Easy to spread the word
  10. 10. © PowerSite123, proprietary & confidential, not for reproduction Production considerations  Short  Easy to see  Large enough size  Good sound quality  Do-it-yourself vs. professional  Plan everything  Storyboard  Script  Shoot location  Needed equipment  Camera(s)  Lighting  Green screen
  11. 11. © PowerSite123, proprietary & confidential, not for reproduction Production considerations (cont.)  Personnel  Format  Image montage  Voiceover  Graphics  Animation  Transition effects  Talking head  Interview  Video magazine  Documentary  Story  Publish quickly  Label your video  Title (eye-catching!)  Tags  Descriptions
  12. 12. © PowerSite123, proprietary & confidential, not for reproduction Cool technology • Client/donor thank you videos • Video spokesperson • Animoto
  13. 13. © PowerSite123, proprietary & confidential, not for reproduction Share Your Video  YouTube  Facebook  Twitter  MySpace  Blogs  www.digg.com  www.mixx.com  www.delicious.com  Recommend through StumbleUpon
  14. 14. © PowerSite123, proprietary & confidential, not for reproduction Share Your Video (cont.)  Press release  www.eReleases.com ($319)  www.prlog.org (free)  www.helpareporter.com  Video email  www.mailvu.com  QR code driving people to your video or landing page  www.qrstuff.com
  15. 15. © PowerSite123, proprietary & confidential, not for reproduction Private Internet Consultation I’d like to offer each of you a free private Internet consultation  One hour  Consultation includes:  PowerSite123’s assessment of your site/social media/SEO/marketing  Recommendations  How to easily implement all recommendations  In person or by webinar  Include anyone you want (e.g., CEO/ED, board, etc.)  In one location or several  We’ll contact you in 1-2 days to schedule the consultation
  16. 16. © PowerSite123, proprietary & confidential, not for reproduction Technical considerations  Don’t use Flash  Use HTML5 (incorporates video playback)  Video Spokesperson (VSP)  Links between website, social media, blog, e-newsletter, video  Non-linear editing  Licenses/copyrights  Tiny URL (www.tinyurl.com)
  17. 17. © PowerSite123, proprietary & confidential, not for reproduction Content considerations  Who is the intended audience?  What action(s) would you like them to take?  Will you include specific calls to action?  How will you achieve the desired emotional appeal  Music  Montage  Graphics  Animation  Humor  Shelf life  Interactivity  Discuss issues  Ask questions  Invite responses, feedback  Links  Dynamic content
  18. 18. © PowerSite123, proprietary & confidential, not for reproduction Tools to produce/edit your videos  cnet.com  YouTube Downloader  PhotoScape  Windows MovieMaker  VideoSpiritPro  PowerPoint, Keynote  MAGIX  Animoto
  19. 19. © PowerSite123, proprietary & confidential, not for reproduction Types of videos  Testimonial  Client  Client’s family  Donor  Volunteer  Staff  Board member  Industry expert  Celebrity  Tribute  Awards ceremony  Major donor  Major volunteer  Long-term employee  Event  Highlights  Performer  Speaker  Conference  Keynote  Breakout sessions  Workshops, seminars  Webinars  Podcasts  Organizational history  Biographical  PSA  Marketing  Capital campaign  Accomplishments  Membership recruitment  Field work  iReport
  20. 20. © PowerSite123, proprietary & confidential, not for reproduction Sample VIDEO Approach: Success Story  Call to action on your home page  Success story synopses (including pictures)  Provide information people are actually interested in… ...but not all the information  Give the reader a reason to click thru to the video  Success story of the month  Other success stories
  21. 21. © PowerSite123, proprietary & confidential, not for reproduction An Effective ONLINE VIDEO Strategy: 5 Steps 1. Define Content Strategy  what content your organization needs  how you are going to develop it  how you are going to accomplish this content strategy  Target Audiences  Target Messages  Target Transactions 2. Produce 3. Edit/Proof 4. Publish 5. Maintain/Update
  22. 22. © PowerSite123, proprietary & confidential, not for reproduction “Don’t”s  “Don’t say a little in so many words but a great deal in a few.” (Pythagoras)  Make your videos hard to find  Use old or obsolete stories  Automatically play sound
  23. 23. © PowerSite123, proprietary & confidential, not for reproduction “Do”s: Developing your style  Incorporate humor  Consistency with your branding, mission, and image  Each story should have a purpose  Present your nonprofit and cause in a positive light  Tug at their heartstrings, get them to believe in your mission and want to support it
  24. 24. © PowerSite123, proprietary & confidential, not for reproduction “Do”s: Developing Your Content  Engage: have an attention grabbing opening  Interest: present about what the website visitor wants to see/hear, not what you want to tell them  Entertain  Inspire  Motivate to take action  Be concise  Be credible  Ensure all videos are well-written/produced, error- free, and up-to-date
  25. 25. © PowerSite123, proprietary & confidential, not for reproduction “Do”s: Navigation  Easy to find/navigate  Hierarchical/drill-down
  26. 26. © PowerSite123, proprietary & confidential, not for reproduction “Do”s: Use Images  Pictures  Kids  Animals  Graphics  Animation  Images should be:  Large enough  Of a sufficiently narrow subject  Good resolution  Small file size  Properly cropped  Including a caption
  27. 27. © PowerSite123, proprietary & confidential, not for reproduction “Do”s: Interact With YOUR VIEWERS  Feedback  Referrals  Polls  Blogs  Online Q&A  E-mail list sign-up  Video submittal  Landing page/call-to-action
  28. 28. © PowerSite123, proprietary & confidential, not for reproduction Thanks! Allan Pressel allan@PowerSite123.com www.PowerSite123.com 310-793-9707 877-456-3210 PowerSite123 641 21st St. Hermosa Beach, CA 90254
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