youtube for nonprofits: 25 strategies to attract donors
DESCRIPTION
Has your nonprofit posted any videos on YouTube? Why should you? We’ll examine how to create, post, embed, and drive traffic to videos – and photos – on YouTube and other social media sites. Learn how to do all these things for free or low cost. Learn what kinds of videos and photos to post, and how they can benefit you. We’ll examine how to build awareness, raise funds, recruit volunteers, spawn viral marketing, communicate effectively, build online communities, interact with constituents, and drive traffic to your website, blog, and social media. We’ll explore some interesting case studies. YouTube and other online videos are an effective way to connect with donors, build awareness for your cause, and raise more funds. What type of videos and content best connect with your donors and prospects? What steps do you need to take to incorporate YouTube in your fundraising strategy?TRANSCRIPT
Sponsored by:
YouTube for Nonprofits: 25 Strategies To Attract Donors
Allan Pressel August 6, 2013
Use Twitter Hashtag #npweb
Part
Of:
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
Part
Of:
Sponsored by: Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, 4Good
Part
Of:
Allan Pressel CEO/Founder
PowerSite123
© PowerSite123, proprietary & confidential, not for reproduction
Presented by:
Allan Pressel, CEO/founder
PowerSite123 (formerly known as CharityFinders)
877-456-3210
www.PowerSite123.com
YouTube for Nonprofits:
25 Strategies To Attract Donors
Nonprofit Webinars
August 6, 2013
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
•Incite action
•Inspire
•Grow brand awareness
•Fundraise
•Wide audience
•Viral-ness
Other Goals
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
Cool technology
• Client/donor thank you videos
• Video spokesperson
• Animoto
© PowerSite123, proprietary & confidential, not for reproduction
Share Your Video
YouTube
MySpace
Blogs
www.digg.com
www.mixx.com
www.delicious.com
Recommend through StumbleUpon
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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)
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
Tools to produce/edit your videos
cnet.com
YouTube Downloader
PhotoScape
Windows MovieMaker
VideoSpiritPro
PowerPoint, Keynote
MAGIX
Animoto
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
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
© PowerSite123, proprietary & confidential, not for reproduction
“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
© PowerSite123, proprietary & confidential, not for reproduction
“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
© PowerSite123, proprietary & confidential, not for reproduction
“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
© PowerSite123, proprietary & confidential, not for reproduction
“Do”s: Navigation
Easy to find/navigate
Hierarchical/drill-down
© PowerSite123, proprietary & confidential, not for reproduction
“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
© PowerSite123, proprietary & confidential, not for reproduction
“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
© PowerSite123, proprietary & confidential, not for reproduction
Thanks! Allan Pressel
www.PowerSite123.com
310-793-9707
877-456-3210
PowerSite123
641 21st St.
Hermosa Beach, CA 90254