YouTube For Nonprofits

YouTube for Nonprofits: 25 Strategies to Attract Donors
Allan Pressel, CharityFinders

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Today’s Speakers

Allan Pressel
CharityFinders

Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars

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

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


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

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


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


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

SHARE YOUR VIDEO
 YouTube
 Facebook
 Twitter
 MySpace
 Blogs


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


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


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


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


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


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


“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


“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


“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


“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


“DO”S: NAVIGATION

 Easy to find/navigate
 Hierarchical/drill-down


“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


“DO”S: INTERACT WITH YOUR VIEWERS

 Feedback
 Referrals

 Polls

 Blogs

 Online Q&A

 E-mail list sign-up

 Video submittal


EXAMPLES

 Let’s go online!


Contact Information

Allan Pressel, CEO/founder
Allan@CharityFinders.com
www.CharityFinders.com
1-877-456-3210

641 21st St.
Hermosa Beach, CA 90254


Find the listings for our current season of webinars
and register at

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Chris Dumas
Chris@NonprofitWebinars.com
707-812-1234


YouTube For Nonprofits

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