YouTube For Nonprofits

YouTube for Nonprofits: 25 Strategies to Attract Donors Allan Pressel, CharityFinders Use Twitter Hashtag #npweb Special Thanks To Our Sponsors

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YOUTUBE FOR NONPROFITS: 25 STRATEGIES TO ATTRACT DONORS Nonprofit Webinars January 12, 2011 Presented by: Allan Pressel, CEO/founder CharityFinders 877-456-3210 www.CharityFinders.com Allan@CharityFinders.com Special Thanks To Our Sponsors

7 Key Goals of an Effective Online Video You should strive to achieve these goals for your video: •Findability •Stickiness •Loyalty •Referability •Maximum conversion rate •Dynamism •Positive ROI © CharityFinders, proprietary & confidential, not for reproduction

Other Goals •Incite action •Inspire •Grow brand awareness •Fundraise •Wide audience •Viral-ness © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, proprietary & confidential, not for reproduction

SHARE YOUR VIDEO  YouTube  Facebook  Twitter  MySpace  Blogs © CharityFinders, proprietary & confidential, not for reproduction

TECHNICAL CONSIDERATIONS  Don’t use Flash (yet)  Use HTML5 (incorporates video playback)  Video Spokesperson (VSP)  Links between website, social media, blog, e-newsletter, video  Non-linear editing  Licenses/copyrights © CharityFinders, 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  CharityFinders, proprietary & confidential, not for reproduction ©

TOOLS TO PRODUCE/EDIT YOUR VIDEOS  cnet.com  YouTube Downloader  PhotoScape  Windows MovieMaker  VideoSpiritPro  PowerPoint, Keynote © CharityFinders, proprietary & confidential, not for reproduction

TYPES OF VIDEOS  Testimonial  Conference  Client  Keynote  Client’s family  Breakout sessions  Donor  Workshops, seminars  Volunteer  Webinars  Staff  Podcasts  Board member  Organizational history  Industry expert  Celebrity  Biographical  Tribute  PSA  Awards ceremony  Marketing  Major donor  Capital campaign  Major volunteer  Accomplishments  Long-term  Membership recruitment employee  Field work  Event  iReport  Highlights  Performer  Speaker © CharityFinders, proprietary & confidential, not for reproduction

Private Website Consultation I’d like to offer each of you a free private website consultation  One hour  Consultation includes:  CharityFinders’ assessment of your site  Recommendations  Building your nonprofit's most-needed functionality  In person or by webinar  Include anyone you want (e.g., ED, DD, board members, etc.)  In one location or several  We’ll contact you in 1-2 business days to schedule the consultation © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, proprietary & confidential, not for reproduction

“DO”S: PLANNING YOUR VIDEOS  Ensure consistency in the way different stories are presented  If possible, tie results directly to prior donor or volunteer action  Take notes on what you like and don’t like about other nonprofits’ vdeos  Collect stories, examples, humor, and other content  Exercise to think about what videos to include in your site  Identify types of website visitors  For each  What do they want to SEE on your site?  What do they want to DO on your site?  Use videos to build better relationships with your constituents  Address confidentiality issues  Update your videos frequently  Drive search engine traffic to your videos © CharityFinders, 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 © CharityFinders, proprietary & confidential, not for reproduction

“DO”S: NAVIGATION  Easy to find/navigate  Hierarchical/drill-down © CharityFinders, 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 © CharityFinders, 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 © CharityFinders, proprietary & confidential, not for reproduction

Contact Information Allan Pressel, CEO/founder Allan@CharityFinders.com www.CharityFinders.com 1-877-456-3210 641 21st St. Hermosa Beach, CA 90254 © CharityFinders, proprietary & confidential, not for reproduction

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YouTube For Nonprofits

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