As YouTube continues to release new features for the nonprofit community, it’s becoming clear that every organization must develop a YouTube strategy. Michael Hoffman discusses the technical, the strategic, and the creative sides of YouTube for Nonprofits.

1. YouTube
for Nonprofits
Michael Hoffman
CEO, See3 Communications
www.see3.net | @Michael_Hoffman
Call in: 773-945-1011
Access code: 269-800-274
Questions? Email info@see3.net

2. Upcoming Webinar
What Donors Want This
End-of-Year Season
Date: Wednesday, October 21 – 1pm EST
Host: Shirley Sexton, Director, Interactive
Marketing & Fundraising
Register: www.see3.net/endofyear

3. 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

5. Strategy
See3 will help you develop a
blueprint for effective online
communication.

6. Online Fundraising
See3 will help you maximize your
online fundraising and
turn those website visitors
into donors.

7. Web Development
From complex organizational
websites to campaign microsites.
From Convio to Drupal, See3 can
manage your web needs.

8. Outreach
See3 will help you reach your
audience with the right message
at the right time.

9. Why YouTube Matters
Users (M)" % Users
Age All 57.1 – In 1 Minute
20 hours of video are
<18 11.0 19%
uploaded to YouTube
18-34 11.1 19%
35-44 12.3 22%
#4 Biggest Site in US
Bigger than MySpace and
45-54 11.9 21% Wikipedia
Source: Compete.com
55+ 10.9 19%
Gender Male 29.8 52% 58 Minutes
Average time spent on
Female 27.3 48% YouTube
Source: Nielsen//NetRatings (October 2007) - US audience.

10. Your Audience is Watching

11. Search

12. The Tools are
Improving

13. 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?

14. What to Put on YouTube
YouTube
Existing Assets
Specific Content
• PSAs • Regular new content
• Campaign videos • Vlog
• Intro videos • Updates from the field
• Video contest entrants • Trainings

15. 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

16. Preparing Video for YouTube
• Upload limit of 2GB (10 minutes max)
• Exporting to YouTube settings might be built into
your editing software
• Look for “export to web” or “share” options
• iMovie allows you to export directly to YouTube
from the program
• Rule of thumb: bigger the file, better it will look
• For advanced users: export using H264
Quicktime codec at 640x360 for 16x9 and
480x360 for 4x3

17. Setting Up Your Profile
• New channel layouts are on their way
• Log into YouTube > My Account > Edit Channel
> Update Channel

20. 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, or
repeatable image

22. 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 for
political or policy change
• Commercial organizations, credit-counseling
services, donation middleman services, fee-
based organizations, universities, and
nonprofit portals are not eligible
• More info: http://www.youtube.com/nonprofits

23. The Nonprofit Program -
Benefits
• Increased branding capabilities
• HTML channel banner
• Branded side column image
• Ability to receive donations using Google
Checkout
• Ability to add Call to Action overlay and
externally linkable annotations
• Opportunities using Video Volunteers
http://www.youtube.com/videovolunteers

27. Call to Action Overlay

30. Linkable Annotations

33. Embed Your Video

35. 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://…”)

36. 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

37. Insight

38. How Viewers Find Your Video

39. Embedded Video Views

40. Search Terms Inform Tagging

41. 5 Time-Saving Takeaways
• TubeMogul
• AutoShare – FB, Twitter, Google Reader
• Upload by Phone
• Closed Captioning
• Favorite Videos to Add Content to Channel

42. Questions?
Michael Hoffman
• Email: michael.hoffman@see3.net
• Twitter: @Michael_Hoffman
• Phone: 773-784-7333
We will send out follow-up email with
slidedeck and other resources.

43. Upcoming Webinar
What Donors Want This
End-of-Year Season
Date: Wednesday, October 21 – 1pm EST
Host: Shirley Sexton, Director, Interactive
Marketing & Fundraising
Register: www.see3.net/endofyear

44. 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