Over the next few weeks we will be sharing tips on how to get started with each of the Google For Nonprofit products. This week we are kicking things off with YouTube! YouTube’s Nonprofit Program offers free premium perks to organizations in the United States, United Kingdom, Canada and Australia like branded channels, the ability to add call-to-action overlays to videos to drive traffic to external sites, and the ability to add a Google Checkout button to your channel. These tools can add another layer of interactivity to the content you’re creating. Check out the tips below on how your organization can make a powerful non-profit video.1. Content is still king Tell serial stories. Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more. Once you've created a few episodes, put them into a playlist . This allows you to develop several video narratives targeted at particular demographics. A good example is Rainforest Action Network’s “Greenwash of the Week” series or “Oxfam’s Green Granny” series.Respond to current events. Address relevant news stories by posting videos that explain your position. You can then embed them in emails to your supporters — a video message can be more effective than a text-laden email. Also, users are probably more likely to be searching for topics currently in the news and may be more likely to find your video organically through the YouTube search bar. You’ll want to be sure to tag your video with timely and relevant words.Make your audience part of the video. Using YouTube annotations , you can create a “choose your own adventure”-style video, which puts the viewer in the driver’s seat and allows them to decide their video “fate.” Two great nonprofit examples of this style are “A Different Ending,” a campaign combating knife crime in the U.K., and “That’s Not Cool,” a campaign from the Ad Council about staying safe online.2. You don’t need a Hollywood budget to succeed YouTube’s Good Work program , which matches professional ad executives with nonprofits who need help creating video. The best videos created will be included in a special showcase at June’s Cannes Advertising Festival.3. It’s OK to follow the leader Fred , a sneezing panda or Dancing Matt , but these videos are resonating with a huge number of people on YouTube. See if you can replicate elements of these viral videos in your own organization’s content. Seriously, couldn’t Keyboard Cat be the next poster cat for animal welfare?“The Pink Glove Dance,” arguably the most viral nonprofit video ever with over 8 million views, followed this method beautifully. The Portland St. Vincent Medical Center snatched a page right out of the J.K. Wedding playbook. Posted by Ramya Raghavan, YouTube Team
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