What Is Your Nonprofit’s YouTube Strategy?
Enough already of Facebook and Twitter strategy!
Better be thinking about YouTube, which just hit the mark of 1 billion monthly users! That’s almost 1 in 2 people on the internet. Its monthly audience makes YouTube the third largest ‘country’ in the world.
YouTube is now second only to parent Google itself in terms of search queries. And in a big month serves up over 2 billion video ads.
What happens when someone searches for your nonprofit on YouTube?
Here’s a good infographic on consumers and online/mobile video …
Video works … any doubters?
Tom
P.S. Hey Roger, where’s The Agitator’s YouTube video?!
2 responses to “What Is Your Nonprofit’s YouTube Strategy?”
Behavioral Science Q & A
Thanks so much for raising this. Yes, capturing donor information can be helpful for stewardship like newsletters, thank-you letters, impact updates. But how you ask matters. Forcing full data capture introduces friction that can significantly depress conversion, many donors may simply abandon the process. Beyond the friction itself, required fields also shift the emotional experience […]
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Unlike holidays that everyone already knows, Giving Tuesday is a created event. Many donors recognize the name but not the exact timing, so referencing it becomes a helpful cue. It serves as a reminder and taps into social norm activation (“everyone’s giving today”), which boosts response. However, we still want it paired with the mission, […]
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When a subject line leads with the match (“Your gift matched!”), it risks triggering market-norm thinking: the sense that giving is a financial transaction rather than an act rooted in values, identity, and care. This shift reduces intrinsic motivation and, over time, can weaken donor satisfaction and long-term engagement. It also makes the email indistinguishable […]
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There’s no evidence that QR codes suppress mid-value giving; all available research suggests they either help or have no negative effect. In fact, behavioral and usability research consistently shows the opposite: reducing friction at any point in the donation process increases completion rates and total response. And that has nothing to do with capacity and […]
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What you’re experiencing is very common. Resistance often isn’t about capability, but about motivation quality. If board members feel pushed into fundraising, that triggers controlled motivation (low quality motivation) i.e. obligation, guilt, or fear of judgment, which often results in avoidance. Instead, we need to create conditions for volitional motivation (high quality motivation) by satisfying […]
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That’s a really thoughtful question, and you’re not the first to raise it. Many of our clients have been cautious about placing the ask at the very end. To address their concern, we’ve tested both approaches, and the results are clear: when the ask comes last, even if that means it appears on the second […]
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Interesting graphics. Thanks!
We used a video with our in-person testimony to a State committee a few weeks ago. We weren’t able to take kids out of school to testify, but we were able to show them immersed in Outdoor School activities, in the forest, streams, and fields. No amount of verbal testimony could replace those visuals, and we didn’t have the option to take all the Legislators out on a field trip. I WISH! It was very impactful, and we ended up getting the result we wanted.
Hi,
These all look very nice, especially those gaudy numbers, but what does the 174% represent in terms of actual people – if it is 1,000 might be relevant, night not. Also, what are they looking at? Big ticket items like cars are a little different than getting somebody to give 20$month to your average non-profit. Anyplace we can see the core statistics, just reads a little but like a great youTube ad right now.