New Marketing Trends

Marketing Ideas for Non-Profits and Libraries

The M Word helps librarians learn about marketing trends and ideas.

Thursday, March 04, 2010

YouTube Non-Profit Program

Did you know about YouTube's non-profit channel? Organizations with 501c3 status (Friends and foundations!) can join.

YouTube created the nonprofit program for organizations that want to connect with supporters, volunteers, and donors but don't have the funds to launch expensive outreach campaigns? (I think we fit that description:-) I've included the benefits they listed- take note that there is a "Donate" button!!!

Program Benefits

Here's their video campaign tip sheet:

Thinking of launching a video campaign here on YouTube? Here are some tips that will help to maximize your efforts.

1. Do your research. YouTube is more than a video-sharing site; it's many communities of active and engaged users. Look for current trends on the site (or ask us for tips) and find people who you think would engage with your campaign. If you launched your campaign today, can you see individual users who might contribute? If so, you'll know that what you're asking for isn't out in left field.

2. Be you, be different. Your campaign should reflect your organization's sensibility, so think of a concept that's in keeping with who you are. YouTube users appreciate authenticity. Emphasize how your campaign is unique to your organization and its goals.

3. Keep it simple. A simple campaign with a low barrier to entry is essential if you want to get a large number of submissions that resonate with your call-to-action.

class="yt-static">4. Create a great call-out video. The call-to-action video is your most important piece of media—you don't get a second chance to make a first impression. The video should be concise, interesting, and clear about what you're asking people to do. Short, snappy call-out videos that use humor to pique people's interest usually do very well. Your choice of spokesperson is also important.

5. Set up your platform. As a rule of thumb, it’s best to use your organization’s current YouTube channel to host the campaign; this way you can build your subscriber base. To collect entries, you can ask people to upload their videos as reply videos to your call-out video, or you can create a group on YouTube and use that as your home base for the campaign. You should also make a playlist of all the entries you get and post it to your channel.

6. Show examples. You may want to make a few example videos to give people a sense of the type of content you're looking for.

7. Create incentives. What is the upshot if someone participates in your campaign? A prize or reward? Recognition on a bigger stage? Connecting with a well-known figure in your organization? Being part of a larger movement? Make it clear what people stand to gain—individually or collectively—if they participate and/or win.

8. Partner up. There is power in numbers on YouTube; it may be helpful to partner up with other organizations on the site whose work closely mirrors your own so that you can cross-promote your campaign on YouTube and off.

9. Beat the weeds. Merely uploading your call-out video and launching your campaign doesn’t guarantee participation. Before you even start, find individual YouTube users who you think will like your campaign. Engage the blogosphere in critical markets. Embed your call-out video on your website and in your email action alerts to drive traffic.

10. Stay involved right until the end. Post videos along the way that give progress reports on how the campaign is coming along. Stay engaged to reassure people you're watching their content and interested in what they have to say.

11. Finish strong and leverage the content. Create a mash-up video of the best videos in the campaign and post it to YouTube and/or embed it on your own site. You can also send it to news outlets for promotion.

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