• Founded on February 14, 2005

• Based in San Bruno California

• Formed a video sharing website on which users can upload, view and share videos

• Subsidiary of Google, limited liability company

WORLD WIDE CONNECTION

• Purpose: allow people to discover, watch and share originally-created videos

• Partnership: More than 1 million in 27 countries worldwide

• Partnered up with Google

• Over 800 million visitors each month

• Over 4 billion hours of video watched each month

• 72 hours of video uploading per minute.

• 70% of traffic comes from outside the U.S.

• Available in 43 countries and in over 60 languages

• In September 2007, non-profit channels

were launched

• In December 2007, YouTube Partner

Program was launched.

• Connected to Facebook and Twitter.

HELP ACTIVATE A CAUSE

BENEFITS

• Donate button

• Channel branding

• Video annotations

• Live streaming

• Call to action overlays

• Community forum

• Volunteer :

• Volunteer Abroad Programs

• YouTube Non-Profit is only available in U.S., U.K., Canada and Australia

• Partnered up with Google, for raising money, promoting work and operating more effectively

• Requirements to be met

• Tips and Tricks provided

• Non-Profit tip sheet

• Links to help run video campaigns

• Online advice on running the business

• Free Google tools

APPLICATION #1

VIDEO

VIDEO • Main objective of YouTube

• Registered users are able to upload videos while

anyone can view or share them

• Can be used to spread awareness campaigns

• In 2010, non-profits uploaded over 42,000

hours of content

Pros

• Can reach a wide audience • Visual medium• Can call attention to important issues or causes• Easy and efficient• Can be instrumental in disaster relief efforts• Channels

Example: Plan Australia’s Haiti

relief efforts

Cons

• Can sensationalize messages• 15 minute limit • 4 billion videos streamed per day, hard to stand out

Example: Kony 2012 was criticized for misleading people

WORLD VISION PLAN INTERNATIONAL

Non-profits who use YouTube

WORLD FOOD PROGRAM

APPLICATION #2

DONATE BUTTON

YouTube non-profit partners can embed a “donate” button on their video page and proceed through the Google Checkout.

How it works

Pros

Time efficient

Attract impulse donors

Build relationships with younger donors.

Cons

Limited payment method

No modifications

Donations have to be managed and reviewed by Google.

APPLICATION #3

ANNOTATIONS

VIDEO ANNOTATIONS

INTERACTIVE COMPONENTS ADDED TO VIDEOS

• Speech Bubbles• Notes• Hot Spots or Spotlight• Video Pause

PROS

• Videos become dynamic and collaborative

• Makes it easy to act on a video

• Provides additional information

CONS

• Do not work on most mobile devices

• Can be overwhelming

• Not indexed

Non-Profit Other users

Are non-profits underusing annotations?

CASE STUDY-STARBUCKS VS. ETHIOPIA

WHAT IS THE ISSUE?

• Oxfam claims Starbucks used influence with NCA to block bid

• Potential extra revenues of 88 million per year for farmers

WHAT DID OXFAM DO?• Oxfam embarked on multiple communications platforms to

raise awareness

• Starbucks Day of Action engaged 100,000 protestors globally

WHAT ELSE DID THEY DO?

• Video-taped the events

• Campaign piece on YouTube

• Ethiopian partners submitted their own video

WHAT DID STARBUCKS DO?

• Posted their own YouTube video in response

• Unconventional response

• Unconventional assault

• First online public dialogue between NGO and large corporation

• An agreement was reached!

WHY DID IT WORK?

• Seen as unusual methods

• So many different audiences reached

• Different platforms & stages of engagement

• Created a visual story with a happy ending

Can you describe a YouTube non-profit video that affected you?

How has YouTube changed your view of non-profits?