YouTube For Nonprofits

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Has your nonprofit posted any videos on YouTube? 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, & drive traffic.

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  • A good basic overview, appropriate for an organization just starting to think about creating videos and putting them online.
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YouTube For Nonprofits

  1. 1. YouTube for Nonprofits: 25 Strategies to Attract Donors Allan Pressel, CharityFinders Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  3. 3. Today’s Speakers Allan Pressel CharityFinders Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
  4. 4. 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
  5. 5. 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
  6. 6. Other Goals •Incite action •Inspire •Grow brand awareness •Fundraise •Wide audience •Viral-ness © CharityFinders, proprietary & confidential, not for reproduction
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. SHARE YOUR VIDEO  YouTube  Facebook  Twitter  MySpace  Blogs © CharityFinders, proprietary & confidential, not for reproduction
  12. 12. 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
  13. 13. 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 ©
  14. 14. TOOLS TO PRODUCE/EDIT YOUR VIDEOS  cnet.com  YouTube Downloader  PhotoScape  Windows MovieMaker  VideoSpiritPro  PowerPoint, Keynote © CharityFinders, proprietary & confidential, not for reproduction
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. “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
  20. 20. “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
  21. 21. “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
  22. 22. “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
  23. 23. “DO”S: NAVIGATION  Easy to find/navigate  Hierarchical/drill-down © CharityFinders, proprietary & confidential, not for reproduction
  24. 24. “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
  25. 25. “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
  26. 26. EXAMPLES  Let’s go online! © CharityFinders, proprietary & confidential, not for reproduction
  27. 27. 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
  28. 28. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors

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