YouTube for Nonprofits

Michael HoffmanCEO, See3 Communications

for NonprofitsYouTube

www.see3.net | @Michael_Hoffman

Call in: 773-945-1011Access code: 269-800-274Questions? Email [email protected]

Upcoming Webinar

What Donors Want This

End-of-Year SeasonDate: Wednesday, October 21 – 1pm EST

Host: Shirley Sexton, Director, InteractiveMarketing & Fundraising

Register: www.see3.net/endofyear

Today!s Plan• About See3

• Why a YouTube Strategy Matters

• Technical Considerations

• The YouTube Nonprofit Program

• You Uploaded a Video, Now What?

• 5 Time-Saving Takeaways

StrategySee3 will help you develop a

blueprint for effective online

communication.

See3 will help you maximize your

online fundraising and

turn those website visitors

into donors.

Online Fundraising

Web DevelopmentFrom complex organizational

websites to campaign microsites.

From Convio to Drupal, See3 can

manage your web needs.

OutreachSee3 will help you reach your

audience with the right message

at the right time.

Why YouTube Matters

48%27.3Female

52%29.8MaleGender

19%10.955+

21%11.945-54

22%12.335-44

19%11.118-34

19%11.0<18

–57.1AllAge

% UsersUsers (M) "

In 1 Minute

20 hours of video are

uploaded to YouTube

Source: Compete.com

#4 Biggest Site in US

Bigger than MySpace and

Wikipedia

58 Minutes

Average time spent on

YouTube

Source: Nielsen//NetRatings (October 2007) - US audience.

Your Audience is Watching

Search

The Tools areImproving

Key Planning Questions• What are our goals?

• Who are we trying to reach?

• What message do we want to send?

• How will we reach our audience?

• What action do we want them to take?

• How will we measure success?

What to Put on YouTube

Existing AssetsYouTube

Specific Content

• PSAs • Regular new content

• Campaign videos • Vlog

• Intro videos • Updates from the field

• Video contest entrants • Trainings

Shooting Video for YouTube• Imagine watching video on a 5-inch TV

• Fonts should be big and bold

• Color of font shouldn!t be too similar

to the background

• Any consumer camera will do

• Be careful of cameras that shoot “widescreen”but just put black bars on top and bottom

• Don!t forget sound

Preparing Video for YouTube• Upload limit of 2GB (10 minutes max)

• Exporting to YouTube settings might be built intoyour editing software

• Look for “export to web” or “share” options

• iMovie allows you to export directly to YouTubefrom the program

• Rule of thumb: bigger the file, better it will look

• For advanced users: export using H264Quicktime codec at 640x360 for 16x9 and480x360 for 4x3

Setting Up Your Profile• New channel layouts are on their way

• Log into YouTube > My Account > Edit Channel> Update Channel

The New Channel Profiles• In-channel editing

• Pre-set color themes available

• Select modules to display(uploads, particular playlists, favorites)

• As always, background can be color, image, orrepeatable image

The Nonprofit Program -

Eligibility• Organizations must be US- or UK-based

nonprofits

• May not be religious or political in nature

• May not be focused primarily on lobbying forpolitical or policy change

• Commercial organizations, credit-counselingservices, donation middleman services, fee-based organizations, universities, andnonprofit portals are not eligible

• More info: http://www.youtube.com/nonprofits

The Nonprofit Program -

Benefits• Increased branding capabilities

• HTML channel banner

• Branded side column image

• Ability to receive donations using GoogleCheckout

• Ability to add Call to Action overlay andexternally linkable annotations

• Opportunities using Video Volunteershttp://www.youtube.com/videovolunteers

Call to Action Overlay

Linkable Annotations

Embed Your Video

Find Ways to Drive Action• Build interactivity into the concept

• Annotations

• Overlay

• Solicit feedback in the video

• Put URL in first line of description(use “http://…”)

Measuring Success• Redefine “viral”

• Determine your metrics upfront

• Views/comments

• Blog mentions

• Website traffic

• Legislation/advocacy/awareness

• Use “Insight” to measure how people

are finding your content

Insight

How Viewers Find Your Video

Embedded Video Views

Search Terms Inform Tagging

5 Time-Saving Takeaways• TubeMogul

• AutoShare – FB, Twitter, Google Reader

• Upload by Phone

• Closed Captioning

• Favorite Videos to Add Content to Channel

Questions?

Michael Hoffman• Email: [email protected]

• Twitter: @Michael_Hoffman

• Phone: 773-784-7333

We will send out follow-up email with

slidedeck and other resources.

Upcoming Webinar

What Donors Want This

End-of-Year SeasonDate: Wednesday, October 21 – 1pm EST

Host: Shirley Sexton, Director, InteractiveMarketing & Fundraising

Register: www.see3.net/endofyear

Photo Credits• A Classic Cash Register - Heath Bar

• Blueprints, Typewriters and Gears - Traveling Steve

• Audience in 3D Glasses - Diamond Geyser

• Encyclopedias - Stewart Butterfield

• Hammer - Austin Camera Guy

All photographs licensed under Creative Commons