YouTube for Nonprofits: 25 Strategies to Attract Donors

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YouTube for Nonprofits: 25 Strategies To Attract Donors

Allan Pressel August 6, 2013

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Allan Pressel, CEO/founder

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YouTube for Nonprofits:

25 Strategies To Attract Donors

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August 6, 2013

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You should strive to achieve

these goals for your video: •Findability

•Stickiness

•Loyalty

•Referability

•Maximum conversion rate

•Dynamism

•Positive ROI

7 Key Goals of an Effective Online Video


•Incite action

•Inspire

•Grow brand awareness

•Fundraise

•Wide audience

•Viral-ness

Other Goals


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


Cool technology

• Client/donor thank you videos

• Video spokesperson

• Animoto


Share Your Video

YouTube

Facebook

Twitter

MySpace

Blogs

www.digg.com

www.mixx.com

www.delicious.com

Recommend through StumbleUpon

http://www.digg.com/

http://www.mixx.com/

http://www.delicious.com/


Share Your Video (cont.)

Press release

www.eReleases.com ($319)

www.prlog.org (free)

www.helpareporter.com

Video email

www.mailvu.com

QR code driving people to your video or landing page

www.qrstuff.com

http://www.ereleases.com/

http://www.prlog.org/

http://www.helpareporter.com/

http://www.mailvu.com/

http://www.qrstuff.com/

http://www.websitegrader.com/


Private Internet Consultation

I’d like to offer each of you a free private Internet consultation

One hour

Consultation includes: PowerSite123’s assessment of your site/social

media/SEO/marketing

Recommendations

How to easily implement all recommendations

In person or by webinar

Include anyone you want (e.g., CEO/ED, board, etc.)

In one location or several

We’ll contact you in 1-2 days to schedule the consultation


Technical considerations

Don’t use Flash

Use HTML5 (incorporates video playback)

Video Spokesperson (VSP)

Links between website, social media, blog, e-newsletter, video

Non-linear editing

Licenses/copyrights

Tiny URL (www.tinyurl.com)

http://www.tinyurl.com/


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


Tools to produce/edit your videos

cnet.com

YouTube Downloader

PhotoScape

Windows MovieMaker

VideoSpiritPro

PowerPoint, Keynote

MAGIX

Animoto


Types of videos

Testimonial

Client

Client’s family

Donor

Volunteer

Staff

Board member

Industry expert

Celebrity

Tribute

Awards ceremony

Major donor

Major volunteer

Long-term

employee

Event

Highlights

Performer

Speaker

Conference

Keynote

Breakout sessions

Workshops, seminars

Webinars

Podcasts

Organizational history

Biographical

PSA

Marketing

Capital campaign

Accomplishments

Membership recruitment

Field work

iReport


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: 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

Landing page/call-to-action


Thanks! Allan Pressel

[email protected]

www.PowerSite123.com

310-793-9707

877-456-3210

PowerSite123

641 21st St.

Hermosa Beach, CA 90254

mailto:[email protected]

http://www.charityfinders.com/

YouTube for Nonprofits: 25 Strategies to Attract Donors

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