Presenters• Laura Norvig,

The Resource Center, ETR Associatesnationalserviceresources.orgyoutube.com/serviceresources

• Michael Hoffman, See3 Communications

• Ramya Raghavan, YouTube Nonprofit Program

Today’s Plan• Why storytelling is important

• Crafting a nonprofit video strategy

• Exercise: What story will you tell?

• Leveraging YouTube channels and tools

• Discussion

Why Storytelling is Important“Stories are the best way to

convey information, ...the best way for people to remember things ... The best way to get to people's hearts and make them take action.”

-- Roger Burks

Rethinking Viral

Rethinking Viral

Planning

Creative

Cultural Moment

Think Strategically• Current video assets

• People

• Events

• Fundraising opportunities

• Organizational goals and messages

Grow Your Video Strategy• Get your calendar out!

• Determine what video resources you’ll need

• Build internal capacity through trainings

• Make at least one more video than last year

• Write grants focusing on visual storytelling

Key Planning Questions• What are our goals?

• Who are we trying to reach?

• What message do we want to send?

• How will we reach our audience?

• What action do we want them to take?

• How will we measure success?

Laws of Social Storytelling• Be prepared to tell 3 types of stories

• The story of self (org)

• The story of us (community)

• The story of now (change the world)

“A story communicates fear, hope, and anxiety, and becausewe can feel it, we get the moral not just as a concept, but as ateaching of our hearts. That’s the power of story.”

- Marshall Ganz

Documentary

Documentary• Strong way to show organization’s work and impact

• Focus on the individual stories of real people

• Create a media library to pull from

• Reuse and repurpose for different mediums (live events, DVDs, meetings, website)

Public Service Announcement

Public Service Announcement• Make PSAs accessible online on YouTube

• Reverse model: create PSA and publish online – raise funds to get it aired on TV

Staff Produced

Staff Produced• Behind the scenes looks at the office or on the ground

• Use computer cameras or Flip Video to staff members, interns, volunteers

• Conduct video interviews via Skype (i.e. bloggingheads.tv)

• Good for immediate updates from the field

Animation / Typography

Watch Video

Animation / Typography• Very popular style (use with caution)

• Great example is Girl Effect – success is in framing the problem in simple terms

• Distill the story through words and music

• Method to bring important speeches/text to life

Broadcast Live Events

Broadcast Live Events• Stream important news or organizational events

live using Ustream or Livestream

• Reach and connect with larger audience online

• Use live streaming to hook into top news stories

• Stream and archive trainings

Personalized Video

Personalized Video• Novelty and personalization increases probability

viewer will pass along

• Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience)

• Creates interactive opportunity – sharing or donating

• ClipCall takes it to the next level with phone integration

So Many Ways to Show Video

7 Ways to Distribute Video• Tie your video to an action/campaign

• Mobilize your email list

• Build relationships with bloggers

• Feature in multiple areas on your website

• Distribute on social networks

• Give as a tool to your partners

• Talk about it offline

5 Things You Can Do Right Now

• Get a pocket camera (or 10!) for your org

• Build a media library

• Start an account on TubeMogul.com

• Find the passionate people in your organization and let them loose!

• Apply for the YouTube Nonprofit Program

ExerciseTake a few minutes to write down the following on your worksheet

• What do you want to say?

• Who do you want to reach?

• What do you want them to do?

YouTube Demographics

In 1 minute… 24 hours of video are uploaded to YouTube

If YouTube were a country…it would be the 3rd most populous in the world

Source: Nielsen//NetRatings (December 2009) - US audience.

48%38.7Female

52%42.0MaleGender

20%16.355+

23%18.345-54

19%15.635-44

20%1618-34

18%14.4<18

–80.7AllAge

% UsersUsers (M)

Donor Demographics Last year, Convio, SeaChange Strategies and Edge Research released a report called “The Wired Wealthy: Using The Internet to Connect to Your Middle and Major Donors”

Surveyed donors with email addresses who donated over $1000 during an 18-month period

Findings: 9 % of these donors use Facebook16% of these donors use LinkedIn 52% of these donors use YouTube

User-Generated Content

In the past year… Volunteers have submitted over 500 videos about nonprofit organizations they care about

These videos have received over 8 million views with the help of YouTube homepage spotlights and celebrity curators like Morgan Freeman, Dr. Phil, Al Gore and Diane von Furstenberg.

The Video Volunteers channel has over 30,000 subscribers and close to 9 million channel views.

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Case Study: Video Volunteers for Human Rights In December, Video Volunteers partnered with guest curator Morgan Freeman and asked users to make videos about human rights organizations.

Eighty videos were submitted by the community in one month and the top 3 went on the homepage, alongside a video from Freeman.

The one day total was 900,000 video views. In one week, the 4 videos garnered over 1.5 million views.

Moderator on YouTube

• New crowdsourcing tool that allows anyone to hold their own public forum

• Users can submit ideas or questions through text or video, and vote on the ones they like the best

• Best submissions rise to the top

• Moderator is a standard feature for all YouTube channels

• New crowdsourcing tool that allows anyone to hold their own public forum

• Users can submit ideas or questions through text or video, and vote on the ones they like the best

• Best submissions rise to the top

• Moderator is a standard feature for all YouTube channels

Driving Action from Video

Call to Action Overlays Call to action is a way for

nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages.

The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people

Raised $36,000 in one day

How to Add an Overlay

Call-to-action overlays are one of the features of the YouTube Nonprofit Program

To gain access to overlays, apply to Nonprofit Program at www.youtube.com/nonprofits

Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box.

Video Annotations Video Annotations are a way to

add interactive commentary to your videos. Use them to:

Add background information about the video

Create stories with multiple possibilities (viewers click to choose the next scene)

Link to related YouTube videos, channels, or search results from within a video.

YouTube nonprofit partners have the ability to link to external web pages.

Embedding Multiple Action Items

Choose-Your-Own Adventure

Collaborative Annotations

Adding Video Annotations You can add video annotations to

any video, in any place on the screen, at any time during the video

For nonprofits, annotations have the ability to link to an external site

Annotations appear on embedded videos

To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page

Measuring Your Effect

YouTube Insight Easily monitor the performance of videos over time and

compare your channel’s popularity with other channels

Free demographic analysis - discover your audience

Track the efficacy of call-to-action overlays through CTR

Stay Updated

Read the Citizentube blog atwww.citizentube.com

Follow on Twitter @citizentube

Subscribe to the YouTube Nonprofit Newsletter atwww.youtube.com/nonprofits

Contact Us for More Info• Laura Norvig, the Resource Center

resourcecenter@etr.org Twitter @serviceresource

• Michael Hoffman, See3michael@see3.net Twitter @Michael_Hoffman @See3

• Ramya Raghavan, YouTube rraghavan@youtube.com Twitter @ramchopps

• More Resourceshttp://bit.ly/vidstory