Tube Talk

YouTube for Nonprofits Podcast – TubeTalk Episode 107

By May 17, 2016 July 21st, 2017 No Comments

Today we’re gonna be talking about YouTube and non-profits. YouTube actually has a program. And the name of the program is YouTube Non-Profit Program.
>> Pretty hard to recognize that.
>> A lot of time and energy into that title.
>> Absolutely. Well, there’s a lot of stuff online where they’re also calling it YouTube for Good. So I think that may be either the actual name of the program, or something they’re moving towards. Tim, how do you actually get donation cards and be able to collect money with YouTube now?
>> Yeah, well maybe we should first talk about what the donation card is.
>> Sure.
>> And people are, I’m assuming by now, familiar with interactive cards, are supposed to replace the annotation’s basically. And those work across all devices, mobile, desktop, everything, and the cool thing about it is that it just kinda slides open, you can click on it, and you can then do whatever action it’s prompting you to take.

And one of the cards that they have now is the donation card. Which lets people donate to any non profit 501C3 in the US organization. And Google doesn’t take a cut of it, they even pay for the processing fees. So 100% of the donation goes to the non-profit.

And it’s cool because anyone, any creator, like Jeremy, you could, or I could on my channel, anybody could use these to raise support or raise money for a non-profit of their choice. So, the way you get your non-profit registered so that other creators could start potentially earning money and raising funds for your cause, is you have to go to YouTube and apply for a non-profit channel, first of all.

And you can do that at, there’s a little blue button there that says, Apply to Google for Nonprofits. So you go there first. And then once you’re approved, then your 501C3 organization is set up in Google, then you are then able to use the donation card for your own non-profit.

You’re entered into a database and other creators can then also search, find your non-profit, and use a card in their videos to raise funds for your non-profit as well.
>> And that’s where it gets exciting from my perspective I think collaboration and people, there’s been a lot of YouTube celebrities coming together and doing charity work and there has been that for many, many years.

I remember several years ago there was, I think it was Charity Water. Hundreds of YouTubers came. How could would it have been if everyone could have added that donate button on their videos for the non-profit?
>> Well, Project for Awesome from the Vlogbrothers is like an annual thing that’s been going on for as long as I can remember.

And it’s just, again, a whole bunch of YouTubers in this space just saying, hey, we wanna raise awareness for the non-profit of our choice, the one that we really think hey, you guys should contribute, you guys should raise funds. And every year they do this I should have maybe prep’d for this better.

Do you know how much this, was is it the millions or the hundreds of thousands?
>> I remember it’s a lot, I don’t remember how much.
>> Yeah, I don’t remember, but I’m always blown away by the amount of money that gets raised for these non-profits as a result for Project for Awesome every year, which is cool.
>> We worked with a non-profit for vets and we did 3 small videos and it raised over $250,000 in 6 weeks.
>> Wow!
>> So, that’s pretty cool. For a non-profit, that was pretty powerful. I definitely believe that images are great.
>> Mm-hm.
>> Pictures are powerful, maybe even worth a thousand words.

But if you are a non-profit, I would take video serious, even though you’ve never possibly had success yet. And the reason for that is I don’t think there’s a more powerful way to express a story online other than video.
>> Yeah.
>> I mean, images and pictures are great but I just think that video is the most powerful way to deliver messages.

If you wanna make someone cry, laugh, be upset.
>> Don’t do a podcast.
>> I sense the irony of what you’re saying, but I totally agree.
>> So I’m definitely encouraging anyone with a non-profit, or even if you like a non-profit, I recommend affecting change by making powerful videos.

Now, not every video you make has to make someone cry. But if you wanna affect change, I definitely believe using the emotional response technique that video is obviously is so good at.
>> Yeah, and the other thing that I like about video that no other media, even podcasting can do, is you can show body language, you convey human emotions.

You probably heard all of the stats, it’s like 7% of communication is what you say, blah, blah, blah, right? And I don’t remember the exact number, but it’s a huge percentage of communication is in the non-verbals. And it’s hard to get that in any other medium besides video.

So that’s one of the reasons I really got interested in the video, really fell in love with it is because I felt like I could communicate really well here as opposed to other, I was writing full time a few years ago on a blog and things. But this I’m like, I can actually make a much deeper human connection with people through video than I could any other way.
>> You know the biggest excuse or question I get, we do work with several nonprofits, is, Jeremy this video stuff doesn’t work for us. We’re a big nonprofit, it doesn’t work. My response is usually pretty mean.
>> I can imagine you being pretty candid.
>> Yeah, I’m a really shy person when it comes to that, no, I’m kidding.

And I just say, well, you’re not doing it right. That’s all there is to it.
>> What are they doing, usually?
>> Well, I think what they’re doing is they’re creating videos that suck. For the most part, right?
>> Yeah.
>> I think that what happens a lot of time, especially with non-profits, is a lot of them have limited budgets.

And I think they think of a video like a task or a blog, or I gotta do this thing today. Instead of thinking of it as the most powerful communication message available to their company. And once I’m able to get past that concept with non-profits, typically they take it more seriously.

And then a lot of times, we help them develop the types of content they need to move people through the funnel. And the funnel, in this case, is getting people to donate, to care, to raise awareness, to become fans.
>> Volunteer maybe?
>> Volunteer, spread the message. There’s literally 5 to 15 different ways someone can help a non-profit.

From a YouTube perspective just sharing that video is probably enough.
>> Yeah, so sounds like it’s pretty much the same type of content that a for-profit business would make just with different call-to-actions at the end, is that the main difference?
>> I believe so and I believe that the videos themselves need to be a little more impactful in general.

Also for example, if you’re in the medical space and you’re trying to raise awareness, it would be the same thing as making how-to videos. So a lot of awareness can come through the form of how-to. It doesn’t have to make you cry, you just have to let people know how things work, or why they work, or what’s important.

So like you said, a lot of the times the entire publishing schedule ends up looking almost identical to a brand. Of course, everything is relevant to that non-profit and what they do maybe information and teaching someone something doesn’t apply to particular non-profits. Most of the time it does, and in those cases if it doesn’t, then you may have to do more powerful videos, more testimonials, more thought provoking or emotional based.

And I was involved in a video with a really big brand that raised awareness for women’s rights. And it got about 50 million views.
>> Nice.
>> It was really awesome. And the cool thing about that one, is there is no end game, literally just raised awareness. It was on every major magazine in the world and it did exactly what it was supposed to do, which is provoke thoughts.
>> So is that a non-profit or is that a brand you thought, and there is no kickback for them at all?
>> There was zero. It was not a non-profit, it was a brand doing a cause marketing campaign. It was really neat to be a part of.
>> Yeah.

So what would like a non-profit, if they’re, like you said, their content just sucks right now, it’s just flat and they’re one of the people saying it doesn’t work for us, video just doesn’t work for us. What are like the next few steps they would take to get started to make it start working for them?
>> I think the biggest is just to really understand how video has worked for non-profits that they may consider their competitors or in their space or near them, and really education, just educating. A lot of non-profits have people in the marketing departments that have been doing this stuff for a long time and they have their go-to avenues to generate funds.

And the reality I think is it’s just an education piece.
>> Yeah.
>> I don’t think it takes a rocket scientist to know that video is kind of a big deal online, right?
>> Yeah, right.
>> But leveraging that to where you physically put dollars down and time down hoping to get an ROI, it’s scary.
>> Yeah.
>> So I think finding the right partner to help guide you through that is probably a good thing.
>> Like
>> I’ll throw that in there. Jeremy did not ask me or pay me to do that. I think one of the big things for non-profits, at least in the non-profit videos I’ve seen, anyway.

And these are probably ones, like you said, Jeremy, whose videos kinda suck and they’re not getting any traction. Because a lot of them are just kinda talking about what they’re doing, and they’re not causing anybody to care about what they are doing. And I think overall a lot of these non-profits, need to just talk more about what they believe, like what their mission is, why are they doing this thing.

And that’s far more compelling I feel, than just saying, this is what we do. We do this, we do that. That’s nice, I’m glad you’re doing that. I’m glad someone’s out there doing, right? As opposed to saying, this is why we do it, this is what we believe.

This is the impact it’s gonna have on the world, and this is an opportunity for you to have a similar impact in some corner. Anyway, so at the end, it’s kind of about the viewer and less about like, hey, look at us this is what we’re doing. We’re so awesome, we’re such a cool organization.

And people are like that’s nice I’m glad you’re a cool organization.
>> It’s kind of like an engineer talking about a medical machine for 10 minutes versus showing someone’s life that just got saved from that machine, right?
>> Yeah. That’s the difference in the paradigm. And what happens with the lot of businesses is they talk about their products and how cool they are.

But the companies that actually show results from their services and how they saved a company $15 million, that’s gonna get your attention if you’re in that game. So instead of talking about how cool your technology is or what you plan to do one day, visually show the impacts.
>> Right, and people who share that story are the ones who will be impacted the most. So if you are a, I’m making this up, this is not a true story. But let’s say you are helping teenage pregnancy, and so you’re the mom and your daughter is pregnant at age 13.

You probably feel, as the mom, like you’re in some sort of crisis and now your story connects with that non-profit who helps moms help girls in that situation. Now there’s a natural emotional connection but I think, don’t you think, Jeremy, it’d be harder for someone who does not share that story?

And ultimately, if you were talking a brand language, it is not in that target audience, is not a brand avatar, it’s harder to make them care. And so I think targeting your content, your videos, and the stories that you’re telling as a non-profit to the people that are in your target audience, really helps.

Rather than just assuming hey, we got this tear-jerker story, we’re gonna share it, it’s gonna go viral cuz everyone’s gonna love it. I think we both agree that it’s better to hit the right people than a ton of people who may not care.
>> No doubt, and it’s funny, winning the lottery is not a business plan right?

A lot of people assume that the story itself is enough to get distribution. Our typical distribution for a non-profit video is about 100 different places. For example, that non-profit we did the Vet stuff for, it’s called Invisible Vet. Before the video went live, we had a writer for come fly down to Dallas and talk to us.

And I’m not bragging, I’m just saying this is engineered. We had a compelling enough story to where a writer in New York City, from Forbes, flew to Dallas, Texas to just talk to us and say, okay, what’s going on? So telling a compelling story is very important.
>> And then seeding that story too.
>> Seeding that story too. We personally have 100 source minimum, because we wanna tell 100 different magazines and influencers about our story before we even launch, we make it unlisted. And then we might put a 5 to 10% of total of view budget behind. If we think the video is gonna get a million views, we’ll seed it with 100,000 views to the right target audience.

And we just do that for, again, a velocity and seeding perspective. It’s social proof, if you see a video with ten views, you may not like it. If you see a video with a million views, you may share it and like it because we’re all sheep and we want social proof.
>> Yeah, I actually look at the other stats and be like okay, cuz I’m so skeptical of view counts now because of that. That’s just me.
>> Right.
>> I’m like, does it have shares, thumbs ups, is it being shared on Twitter, do a quick search. Okay, yeah, there’s a conversation here this isn’t just inflated view counts.

But yes normally that’s definitely.
>> Well we threw a lot at you guys. If you’re a non-profit I would definitely consider re-thinking your video strategy. Even if your successful, I think it’s something like 70% of internet traffic is gonna be video by the end of 2017. So video’s here to stay online and traditional television’s pretty expensive these days compared to a one or two cent view ad on YouTube.

So definitely consider really focusing on your online video strategy and content marketing strategy for non-profits. Tim Schmoyer, what the heck do you do, and how can people find you?
>> Most of the time I’m up in the middle of the night just feeding our baby twins. That’s basically all I do now.
>> But when I’m not taking care of our six kids I am trying to get some work in between at I’m just helping people grow on YouTube and helping them serve their audience as well.
>> And you can find me at, until next week.
>> Keep talking tube.
>> Thanks for listening to this episode of Tube Talk. Don’t forget to get your free YouTube channel audit now by going to