Anaheim Ballet used video to put their story centre stage
If you’re a local nonprofit, how do you tell your story outside of your community? When Anaheim Ballet was looking to expand their message and audience, they turned to YouTube. Traditionally, ballet was only available live on stage and at a cost. Anaheim Ballet reduced those typical barriers of entry and made ballet accessible to a global audience by creating YouTube videos that could be seen anytime, anywhere and for free.
Using video allowed them to not only share their stories, but also build an engaged global online community. In their YouTube videos, Anaheim Ballet created a discussion with their viewers by asking questions and seeing responses in real time. Their weekly videos and connection with their viewers has helped this local nonprofit hit more than 46 million video views from all around the world.
Anaheim Ballet have used YouTube to gather an online community and supporter base of over 80k people.
The power of video allows them to tell the full story behind their production with dancer profiles, filmed rehearsals and instructional videos. Anaheim Ballet has gathered an online community and supporter base of over 80k people, this audience can peek into the inner workings of performances and develop deeper connections to the organisation. Viewers can click on the Donate Button on the channel and its videos to support Anaheim Ballet. To hear more of their story, check out the video below.
"I love YouTube because it's given us a global stage to perform on." (Evan Rosenberg, Media Director, Anaheim Ballet)
1. Become a Regular.
Just as it's important for you to maintain a consistent fundraising schedule, the same rule applies to how you program content on YouTube. Stick to a consistent schedule and regularly produce and share timely and relevant videos. Making video a regular part of your fundraising activities can help extend the impact of your campaign. Looking for inspiration? Rainforest Action Network and Oxfam GB create regular thematic content and then organise the videos into featured playlists on their channels.
2. Reach goals with your viewers using the Campaigns feature.
The Campaigns feature on YouTube encourages viewers to contribute towards goals that you set, such as increasing views or subscribers. Google recently launched the ability to set the goal of number views for your whole channel. With the help of Campaigns, Sesame Street became the first nonprofit organisation to reach over a billion viewers of videos on their channel.
3. Google Wallet “Donate” Button.
All registered YouTube nonprofit partners can use a Google Wallet “Donate” button. Once you sign up as a nonprofit, go to your Google Wallet Options, enter your ID and Merchant Key, and choose donation amounts. When you’ve filled in the information, the button will appear on your public profile and on your video pages. You can find the Google Wallet options in the upper right-hand corner of “My Channel” and click on the “Add Donation Module” button. The button appears on both your channel page and the watch video pages.
4. Let your viewers drive with Annotations.
| || |
If you want to be really creative about how you get your message across, try using Annotations to create an interactive, “choose-your-own-adventure” style video. This video from Droptheweapons.org for the “Drop the Weapons” campaign lets the viewer decide what to do in a series of life or death decisions. It’s intended to educate kids about the consequences of making the wrong decisions.
5. Don’t let your shoestring budget keep you from making great videos.
You don’t need fancy equipment and years of experience to tell a compelling story on YouTube. In fact, many nonprofits make the biggest impact with YouTube by posting authentic and scrappy videos on a regular schedule. You can hear these nonprofits’ stories (and more tips) by watching this Hangout:
How to join YouTube for Nonprofits?
Your first step is to become registered with Google for Nonprofits. Once you've been accepted into the program, you can start using YouTube for Nonprofits, we can help you set this up.
If you want to start using YouTube to tell your story, then please contact us on 020 3021 4854 or email firstname.lastname@example.org, We can’t wait to watch the stories you tell!