1. • Founded on February 14, 2005
• Based in San Bruno California
• Formed a video sharing website on
which users can upload, view and share
videos
• Subsidiary of Google, limited liability
company

2. WORLD WIDE CONNECTION
• Purpose: allow people to discover, watch and share
originally-created videos
• Partnership: More than 1 million in 27 countries
worldwide
• Partnered up with Google

3. • Over 800 million visitors each month
• Over 4 billion hours of video watched each month
• 72 hours of video uploading per minute.
• 70% of traffic comes from outside the U.S.
• Available in 43 countries and in over 60 languages
• In September 2007, non-profit channels
were launched
• In December 2007, YouTube Partner
Program was launched.
• Connected to Facebook and Twitter.

4. HELP ACTIVATE A CAUSE
BENEFITS
• Donate button
• Channel branding
• Video annotations
• Live streaming
• Call to action overlays
• Community forum
• Volunteer :
• Volunteer Abroad Programs

5. • YouTube Non-Profit is only available in U.S., U.K., Canada and
Australia
• Partnered up with Google, for raising money, promoting work and
operating more effectively
• Requirements to be met
• Tips and Tricks provided
• Non-Profit tip sheet
• Links to help run video campaigns
• Online advice on running the business
• Free Google tools

6. APPLICATION #1
VIDEO

7. VIDEO
• Main objective of YouTube
• Registered users are able to upload videos while
anyone can view or share them
• Can be used to spread awareness campaigns
• In 2010, non-profits uploaded over 42,000
hours of content

8. Pros
• Can reach a wide audience
• Visual medium
• Can call attention to important issues or causes
• Easy and efficient
• Can be instrumental in disaster relief efforts
• Channels
Example:
Plan Australia’s Haiti
relief efforts

9. Cons
• Can sensationalize messages
• 15 minute limit
• 4 billion videos streamed per day, hard to stand out
Example: Kony 2012
was criticized for
misleading people

10. Non-profits who use YouTube
WORLD VISION PLAN INTERNATIONAL
WORLD FOOD PROGRAM

11. APPLICATION #2
DONATE BUTTON

12. How it works
YouTube non-profit partners can embed a “donate”
button on their video page and proceed through the
Google Checkout.

14. Pros
Time efficient
Attract impulse donors
Build relationships with younger donors.

15. Cons
Limited payment method
No modifications
Donations have to be managed and reviewed
by Google.

16. APPLICATION #3
ANNOTATIONS

17. VIDEO ANNOTATIONS
INTERACTIVE COMPONENTS ADDED TO VIDEOS
• Speech Bubbles
• Notes
• Hot Spots or Spotlight
• Video Pause

18. PROS
• Videos become dynamic and collaborative
• Makes it easy to act on a video
• Provides additional information

19. CONS
• Do not work on most mobile devices
• Not indexed
• Can be overwhelming

20. Are non-profits underusing annotations?
Non-Profit Other users

21. CASE STUDY-STARBUCKS VS. ETHIOPIA

22. WHAT IS THE ISSUE?
• Oxfam claims Starbucks used influence with NCA
to block bid
• Potential extra revenues of 88 million per year
for farmers

23. WHAT DID OXFAM DO?
• Oxfam embarked on multiple communications platforms to
raise awareness
• Starbucks Day of Action engaged 100,000 protestors
globally

24. WHAT ELSE DID THEY DO?
• Video-taped the events
• Campaign piece on YouTube
• Ethiopian partners submitted their own video

25. WHAT DID STARBUCKS DO?
• Posted their own YouTube video in response
• Unconventional response
• Unconventional assault
• First online public dialogue between NGO and large
corporation
• An agreement was reached!

26. WHY DID IT WORK?
• Seen as unusual methods
• So many different audiences reached
• Different platforms & stages of engagement
• Created a visual story with a happy ending

27. Can you describe a YouTube non-profit video
that affected you?
How has YouTube changed your view of non-
profits?