This is a webinar I presented for NTEN on March 31, 2011 about how nonprofits can can customize and strategize using YouTube and web video.

1. You & Your Channel From Getting Started To Using it Strategically

2. Stay tuned… How to set up and customize a YouTube channel for your nonprofit How to produce basic, but compelling and professional videos for your nonprofit Develop a web video strategy that works for your organization Learn some YouTube Kung Fu

4. Customize your background

5. Set your color scheme

6. Set your featured video

7. Use channel “tags”

9. Customize your background 1500px by 2000px image for channel background (256KB max) Go to “my channel”, select “themes and colors” and click “advanced options” to upload your own background image.

10. Set your color scheme The color of your modules and fonts. Go to “my channel”, select “themes and colors.”

11. Humane Society’s YouTube Channel http://www.youtube.com/user/hsus

12. Set your featured video Which video do you want visitors to see when they arrive at your channel? Go to “videos and playlists” and use the drop down menu to set your featured video.

13. Unicef’s YouTube Channel http://www.youtube.com/user/UNICEFUSA

14. Use channel tags Tags, like keywords, label your channel and help when people are searching. Go to settings and enter channel tags.

15. Apply for YouTube’s Nonprofit Program http://www.youtube.com/nonprofits Available in the United States, the United Kingdom, Canada, and Australia. Premium branding capabilities and increased uploading capacity The option to drive fundraising through a Google Checkout "Donate" button Listing on the Nonprofit channels and the Nonprofit videos pages Ability to add a Call-to-action overlay on your videos to drive campaigns

16. GiveMN.org’s YouTube Channel http://www.youtube.com/givemn

17. Creating compelling videos Video on a budget Equipment Tips & Tricks for quality video Which kind of video are you? Story telling video Testimony/announcement/response Promotional/Commercial Event coverage/keynote

18. Video on a budget Best Video 2011 Audio Technica Wireless Mic System $125 Kodak Zi8 $99 Sunpak Tripod $13 $237 + + =

19. 3 Simple tips for better video 1. 2. 3. Don’t Shoot into the light! Frame up your subject Use ME!

20. Better Video Good audio is half the video (watch/listen for ambient noise) You can use free software (Windows movie maker or iMovie) to edit movies

21. What kind of video are you? Story telling video Show impact, emotionally connect Testimony/announcement/response Provide information, personal connection Promotional/Commercial Explain benefits, show process, call to action Event coverage/keynote Provides a service to your viewer

22. Story telling video The story of a teenager afflicted with Duchenne muscular dystrophy who embarked during the Summer of 2005 on a 7,000 mile road trip across the United States to promote awareness of the fatal disease, and to raise money for research into a cure. The filmmakers had originally hoped the film might raise $70,000, but by June of 2009 they had raised $2 million.

23. Announcement video The American Red Cross used their YouTube channel to post this quick update on their relief efforts in Japan.

24. Process video Google for Nonprofits launch in March and used video to explain the new program and how nonprofits could use it.

25. Event/Interview video At The Saint Paul Foundation, we used YouTube to broadcast an exclusive interview with Naomi Tutu while she was in town to deliver a keynote address at an anti-racism event.

26. Video strategy Know exactly what you want your video to achieve: Conversation Donations Awareness person-to-person dissemination issue framing concrete actions Know your chief audiences

27. Video strategy What are the 1-3 priority take-away messages? What’s your call to action? Once you’ve moved people, be sure to tell them what you want them to do. Don’t forget your marketing/distribution plan. DVDs YouTube Your website Facebook/Twitter/etc. Email the link Distribute a cheat sheet for marketing? Remember YouTube is a SOCIAL network. Monitor your comments and respond Participate in conversations on your network’s YouTube Channels “Favorite” other videos on other organizations’ channels

28. Kung Fu How/Why to hide a YouTube video Video was created for a specific website other than your YouTube channel You don’t want the general public to see it WARNING: Unlisted is not the same as private

29. Kung Fu Closed captioning Shows your commitment to access for all Helps your video’s message to be searchable by Google and other search engines Services: http://captionmax.com/ http://www.omegatranscripts.com http://www.captionhouse.com

30. Kung Fu Use YouTube “insights” to analyze traffic Learn about your audience Which videos are getting traction

31. Kung Fu How to download YouTube videos Other nonprofits or news organizations featuring your organization? Want a copy? MPEG Streamclip is a free, reliable software download for converting video files. http://www.squared5.com/

32. Kung Fu How to download YouTube videos Other nonprofits or news organizations featuring your organization? Want a copy? MPEG Streamclip is a free, reliable software download for converting video files. http://www.squared5.com/

33. Kung Fu Screencasts Perfect for doing instructional videos (can you say “call to action!”) Low/no-cost software, easy to use. iShowU HD (for Mac) Windows Movie Maker

34. Questions or comments?

35. You & Your Channel Jeff Achen Interactive Media Strategist GiveMN.org | Minnesota Community Foundation | The Saint Paul Foundation jda@saintpaulfoundation.org @jeffachen www.delicious.com/ache_75