1) YouTube Nonprofit Program a) Free benefits (Increased upload capacity, Fundraising through Google Donate button, Listed on Nonprofit

videos page, Call to action overlay on videos b) Application process cant just be on Nonprofit page c) Special nonprofit newsletter page i) Offers tips on branding optimization ii) News for whats new on YouTube (announcement for Call to Action overlay) iii) Volunteer program finds willing YouTube users with filming knowledge to volunteer to create videos for nonprofits 2) See3 a) Dogooder Awards Awards for best nonprofit org video (sponsored by See3) b) Prizes: Have video featured on YouTube homepage, $3500 donation, plus Cisco products, free registration for Nonprofit Technology Conference, $2500 grant for most Fearless video in every category from Case Foundation c) Categories: Small Org, Medium Org, Large Org, Storytelling Video i) Last years winners: Post Carbon Institute, Ronald McDonald House Austin, TX, American Jewish World Service, Watershed Management Group (Thrifty Video under $500) 3) Social Media ROI (Book) a) Social Media for Nonprofits i) Outcomes: not sales, certain goal (save 500 Pelicans in 1 year) (1) Members = customers Help create revenue (2) Add members and reactivate current ones (3) Low cost, enormous reach ii) Member Support in place of Customer Support (1) Listening and communicating dont just push orgs message iii) HR Hiring volunteer employees iv) PR Brand awareness and clarify orgs purpose (1) Social media for education and awareness (better received than selling) v) Member loyalty create friendship with members through frequency b) Create objectives to SM dont just go in blindly (like any business plan) c) Have Social Media guidelines for organization keeps everyone on track an using SM appropriately d) What factors to measure: Venn of What you CAN measure and what you SHOULD measure i) Always tie back to original objectives ii) Test, measure, learn, adapt, repeat constantly evolving process 4) The Reference Shelf: Social Networking a) Go to where your followers are, dont force them to come to you b) location-based social networking i) Effective for organizing volunteers and events ii) Find a few online places that work for your org iii) Always give a network some time before calling a lost cause 5) Using Video to Build an Organizations Identity and Brand: A Content Analysis

a) Identity mostly shaped by strategic communication and interactions with an orgs stakeholders i) Stakeholders for NPO: clients, volunteers, donors, community at large ii) Video most powerful method for creating strong mental impression/identity of organization. iii) Communication and mass media greatly influence how org is perceived (1) Internet ability to create own messages and send directly to stake holders rather than going through the media to convey messages (2) Use videos to build image share video on social networks and have convos with viewers and commenters to increase reputational yield makes YouTube a legit twoway communication channel iv) Viral marketing a hot trend Kony 2012 b) Video goals: i) Raise visibility, raise funds, increase volunteer support ii) Primary use: inform and educate about missions (1) Need to move online audience to offline action ask them to participate in specific activities (2) Need to integrate video with entire communication package (See3 does that!) c) NPO video purposes i) Educate about mission, entertain audience, increase personal involvement, inspire ii) Should want to envision engagement beyond video (1) Need to make a call to action besides sharing at minimum tell them to contact for more info (donate link on NPO YouTube site) d) Since 2007 the viewership of educational videos has risen from 22% to 38% of adult Internet users e) NPOs should create a channel more videos = more info = more involvement f) IN GENERAL create awareness well; bad at discussing fundraising, volunteering, and advocacy efforts

6) Stanford Executive Briefings: Creating Winning Social Media Strategies (Video) a) Learn i) Use monitoring tools what are people saying? Where are they saying this? (1) Program: Radian 6 b) Dialog i) Communicate with customers What do they want from your company? ii) Pyramid of engagement (watchers and sharers need most focusing most potential) c) Help i) Redefine customer service (Comcast on Twitter) d) Innovate i) Let go of total control of communication let it happen on its own, facilitate

References
Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization. Boston, MA: Pearson Education, Inc. do-gooder Nonprofit Video Awards. Retrieved from (A)http://www.youtube.com/user/nonprofitvideoawards/nonprofitvideoawards Li, C. (Producer). (2009). Stanford executive briefings: creating winning social media strategies [DVD]. United States: Kantola Productions. Need help making videos for your cause? Announcing YouTube Video Volunteers. Retrieved from https://groups.google.com/group/youtubenonprofits/browse_thread/thread/57e4f683a0706d66 New Way for Nonprofits to Drive Action from YouTube Videos. Retrieved from https://groups.google.com/group/youtubenonprofits/browse_thread/thread/fbc833e5ed6daff7 Nonprofit program. Retrieved from (B)http://www.youtube.com/nonprofits Partridge, K. (2011). Road kill social media. The reference shelf: Social networking, 83 (1), 103-106. Waters, R., & Jones, P.. (2011). Using video to build an organization's identity and brand: a content analysis of nonprofit organizations' youtube videos. Journal of nonprofit & public sector marketing, 23(3), 248. Retrieved February 22, 2012, from ABI/INFORM Global. (Document ID: 2459810701). YouTube Creator Playbook. Retrieved from (C)http://www.youtube.com/creators/playbook.html

http://www.washingtonpost.com/business/on-small-business/kony-2012-offers-businesses-lessons-onviral-marketing/2012/03/09/gIQAGBsh1R_story.html Kony 2012 Viral marketing: 70 million views after 3 days (posted Friday, March 2) http://www.washingtonpost.com/world/who-is-joseph-kony-353/2012/03/08/gIQArtq8zR_video.html Ask viewers to send video to celebrities makes video viral quicker - advocates