Engaging donors with online video

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CharityComms

Maryam Mossavar, Google Charity online engagement conference www.charitycomms.org.uk/events

Engaging Donors
with Online Video
Maryam Mossavar – Industry Manager, Non-Profits

Google Confidential and Proprietary

YouTube reaches 85% of UKs online
population

35 Million
unique users per month

6 Billion
videos watched per month

1h 40min
time spent per user per month

Source: ComsScore Nov 2012, eMarketer Dec 2012, Cisco 2009 5

YouTube Audience

18% 19%
17%

13% 14%
12%

7%
53% Male
47% Female
58% ABC1
2-17 18-24 25-34 35-44 45-54 55-64 65+

Source: Nielsen/UKOM, Home and Work, July 2012, % based on total Unique Users (22.8M) 6

68% of the YouTube audience donate
to charity

25x more likely to donate
online

54% would be willing to
volunteer time for a good
cause

7

Video + Social = Earned Media

30% of YouTube viewers share with a
friend after watching a video

700 YouTube videos are shared via
Twitter every minute

People comment, share or “like”
100M a YouTube video each week

500 Years of YouTube videos are viewed on
Facebook every single day

8

Bring to life the impact your charity is having
10

Recruit
volunteers
and
generate
donations

12

Reach your audience through targeted and
engaging ad formats

from specific search queries on YouTube to
100% share of voice on the homepage
20

discover your build your
story audience
analytics

deepen make better
engagement videos

22 Google Confidential and Proprietary

Analyze by channel,
video, country and
custom date ranges

Top-level performance
and engagement metrics

Click for more detailed
data

Easy-to-read
demographic stats

Easy-to-read
discovery stats
23 Google Confidential and Proprietary

Great content should…

•Be targeted
•Be relevant
•Be emotive
•Have a call to action
30

Thank You

Maryam Mossavar – Industry Manager, Non-Profits

Google Confidential and Proprietary

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Engaging donors with online video

1. Engaging Donors with Online Video Maryam Mossavar – Industry Manager, Non-Profits Google Confidential and Proprietary

2. 2

3. ONE BILLION 3

4. 4

5. YouTube reaches 85% of UKs online population 35 Million unique users per month 6 Billion videos watched per month 1h 40min time spent per user per month Source: ComsScore Nov 2012, eMarketer Dec 2012, Cisco 2009 5

6. YouTube Audience 18% 19% 17% 13% 14% 12% 7% 53% Male 47% Female 58% ABC1 2-17 18-24 25-34 35-44 45-54 55-64 65+ Source: Nielsen/UKOM, Home and Work, July 2012, % based on total Unique Users (22.8M) 6

7. 68% of the YouTube audience donate to charity 25x more likely to donate online 54% would be willing to volunteer time for a good cause 7

8. Video + Social = Earned Media 30% of YouTube viewers share with a friend after watching a video 700 YouTube videos are shared via Twitter every minute People comment, share or “like” 100M a YouTube video each week 500 Years of YouTube videos are viewed on Facebook every single day 8

9. Why use video? 9

10. Bring to life the impact your charity is having 10

11. Build awareness of your cause 11

12. Recruit volunteers and generate donations 12

13. Share your story and inspire others 13

14. 14

15. Build Your Audience 15

16. 16

17. 17

18. 18

19. TV YouTube V S & 19

20. Reach your audience through targeted and engaging ad formats from specific search queries on YouTube to 100% share of voice on the homepage 20

21. Measuring effectiveness 21

22. discover your build your story audience analytics deepen make better engagement videos 22 Google Confidential and Proprietary

23. Analyze by channel, video, country and custom date ranges Top-level performance and engagement metrics Click for more detailed data Easy-to-read demographic stats Easy-to-read discovery stats 23 Google Confidential and Proprietary

24. Make Better Videos 24

25. START WITH A GOAL IN MIND 25

26. 26

27. 27

28. 28

29. 29

30. Great content should… •Be targeted •Be relevant •Be emotive •Have a call to action 30

31. Thank You Maryam Mossavar – Industry Manager, Non-Profits Google Confidential and Proprietary