YouTube for Nonprofits Webinar: Digital Marketing for Nonprofits

We recently did an animated five-part series  on YouTube for non-profits which I will link up there somewhere but I had a request to  do it in more of a webinar style format because so many organizations are  embracing YouTube It is a fantastic way to reach new audiences to educate  to build awareness and to fundraise so I'm going to take you through five steps  for YouTube for non-profits Before I begin I have to ask please like share comment  subscribe do all that kind of Youtubey this stuff B

efore I get you dreaming of all of the really  cool things that you can do on YouTube I do want to warn you it can be very time consuming and one  of the biggest tips that I have is consistency we upload every Tuesday so again make sure to  subscribe but you've got your storyboarding and your scripting and your managing of your talent  and then filming and editing and SEO and marketing and there is a lot to it but it is well worth  it so let's go to the computer and I'll show you the first step

Step one we're going to  start building our strategy which means gather the team we have some questions that  we have to ask The first question is what is the purpose for doing this YouTube channel are we  doing it because we're looking to gain awareness maybe we want to educate maybe we're using it  as a fundraising tool maybe it's for positioning how are we going to use the channel are  we going to use it by doing explainer videos maybe webinars like this maybe  client story who is our target

audience we should always define our target audience so  what is their personas it's not just about the donors the prospects the volunteers but  what are their age groups what are their demographics how are we going to use the channel  are we going to do explainer videos maybe animated videos like the one I did before on YouTube maybe  it's webinar style you can do zoom interviews so next what resources are we going to need do we  have and you can do we're going to discuss this a little bit late

r on but you can use very simple  equipment but do we have somebody who can edit it somebody who can do the graphics that  we need to do we have the talent for it so what will your upload schedule be again this  can be pretty time consuming so we've committed to once a week there are others who post multiple  times in a week or maybe it's every two weeks how are we going to promote the channel now I talk  a lot about digital integration that our website is where it all starts and we want to make

sure  that we have email sign up on our website we want to have a social media following so that we can  point it back to the website so that we can get their email addresses and is everything integrated  do you have the follower base to push these videos out to that will come and will subscribe to it  because it is going to take a while it can take up to six months or more to build a following on  YouTube and finally what your constituents want have you pulled them this would make an excellent

  social media poll find out what they're looking for so the next thing I can do is do a little bit  of research I want to know what my competitors are doing so if I head over to YouTube I can  just begin to search and I'm going to type in which I had already looked at digital fundraising  and I can see here who some of the competing videos are the competing channels are and then  if I click on one of these videos I have I'm not going to play it though but I have a couple of  neat little program

s that help me to understand and do my SEO so if you see here on the side I  have TubeBuddy and I'm going to link to these there's two programs TubeBuddy and VidIQ that  I use if I was going to pick just one it would probably be TubeBuddy but I can see here what  the total views are I get a really good snapshot of this particular video what tags they  are using and what my competition is like VidIQ does something similar again they have all  of the analytics and statistics so it helps me do a li

ttle bit of research one before setting up  a channel to see what the competition is like but then we'll discuss it again when we get  to SEO but it really helps me to do the SEO for my videos so step two is actually setting  up your YouTube channel and I'm not going to go into a lot of detail on this because there  are some great videos out there on YouTube on how to do this and how to optimize it but just a  couple of important things you want to make sure that your profile images are properly

sized  and engaging the banner can be a little bit tricky because it resizes depending on if you're  watching it on tv or on a pc or on a mobile device but again just stay within the recommended  aspect ratio you want to make sure that your about section is completely filled out include  some hashtags on it and make sure that you have your links for your website and your socials and  these will populate over in your banner for home you're going to also want to make sure that you  have your chan

nel keywords and this is where those two programs that I recommended tubebuddy and  VidIQ can come in very handy uh and you also can have a teaser video here's mine it just gives your  potential subscribers an idea what your channel is all about and then once you start uploading  some videos make sure to utilize playlists so for step three we're going to talk about  actually shooting your videos and once again there's a lot of good videos out there on how  to do it but some of the basics are sta

rt with a script and a plan before I do any videos i make  sure that I have it scripted and storyboarded it also makes it easier for doing takes so that you  can flow very nicely when you're speaking next equipment now I’m going to put a link in the  description for the equipment that I use but you can probably get away with a cell phone if you're  on a budget now I have my canon and I have a special lens but the two most important things are  lighting and sound you also want to double check you

r set now we're doing renovations so my set  is not the best I’m in my office so these are all just things to keep in mind when actually shooting  your videos the big thing is editing and I'm also going to put another link in the description  for up the program that I use I use Filmora um there's lots of free stuff out there but I  just like the options that it gives me with the pro version so the next thing we're going to  do is actually upload a video and optimize it for views so if we head ov

er to our YouTube the  first thing that I want to do and I’ve actually done this prior to creating this video is do some  research and this is where that program tubebuddy comes in very handy and I’m not getting paid for  this I know I’ve listed a lot of programs in this video but these are what I use so I’m going to go  to the keyword explorer and I want to type in the title that I was thinking of having for this  video which is so what not to do on Instagram and it's not very good so let's see

if we can  find a better title for our video there we have it this is a little bit better so for the sake  of saving time I'm actually going to use this title it also on this other side gives me a list  of tags that I can use once I get it uploaded but we're going to come back to this so now I go back  to my channel and we're going to upload the video so while it's uploading I can begin to do  some work on my title and on my description okay so I pasted in my description now I’m going  to come

back and I'm going to add timestamps to this video once I have it uploaded and I  can scrub through and then the next thing is I want to upload a thumbnail and I just use  Canva again I'll link it in the description but we will link to that and I want to make  sure that I'm using a thumbnail that's obviously clickable I want to add it to a playlist no  this is not made for kids no this video does not include a promotion even though I've  recommended a lot of different programs and now I get into

the tags so I'm going  to go back to my tube buddy program and I'm going to go back to the keyword explorer  and when I punch in my title it comes back up with those list of suggested tags so I'm going to  scroll through those and find the most appropriate so now that I have those I can go through and very  simply insert them to my video now TubeBuddy can also if I click on a keyword score it will give  me the scores for each of these keywords that I picked so once I have that done then I just 

go through and punch in all the rest of the information click next and now we can add our  end cards and our screens so a screen is just that thing that pops up on the end of the video  and I'm going to recommend another video and subscribe at the end of mine so I just want to  find where on the video I want to place it right about there and in terms of what video that I want  to I'm just going to pick the best for the viewer but for this particular video I am probably  going to suggest the pla

ylist that is YouTube for non-profits I also want to add my card  at the beginning of the video that points to another video that was recommended and in this  case I'm actually going to use a playlist which is my social media playlist and I'll add  some teaser text more social media tips okay so now I can publish it but I'm  actually going to schedule this video and I'm going to schedule it for November 2nd so  make sure to subscribe and once this is actually published I'm going to go back and I

'm going  to add my closed captioning I'm going to double check my SEO and make sure that everything is on  point again using those programs that I mentioned so step five is to use your analytics and if  you're using the TubeBuddy program it's pretty easy there's a lot of really cool stats that are  in there but basically you want to keep an eye on your engagement rates your click-through  rates your view time is very important and if you're looking to monetize your channel  you need 1 000 subsc

ribers and 4 000 hours of view time and then for a unique URL you need 100  subscribers so I hope you have found this helpful please feel free to leave a comment if there  is a topic that you want me to cover and happy got what I fundraising