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 …

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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  • 1. Sponsored by: YouTube for Nonprofits: 25 Strategies To Attract Donors Allan Pressel August 6, 2013 Use Twitter Hashtag #npweb Part Of:
  • 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. Sponsored by:Part Of: Coming Soon
  • 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. © 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. © 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. © PowerSite123, proprietary & confidential, not for reproduction •Incite action •Inspire •Grow brand awareness •Fundraise •Wide audience •Viral-ness Other Goals
  • 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. © 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. © 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. © 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. © PowerSite123, proprietary & confidential, not for reproduction Cool technology • Client/donor thank you videos • Video spokesperson • Animoto
  • 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © PowerSite123, proprietary & confidential, not for reproduction “Do”s: Navigation  Easy to find/navigate  Hierarchical/drill-down
  • 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. © 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. © 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