Your 4-Step Facebook Advertising Checklist

Social media remains a great way to get eyes on your cause, but because of those ever-changing algorithms, it’s also become much more difficult to get people to actually see your posts. So, what’s the next step? Social media advertising.

You’re interested in getting started with something like Facebook ads, but it’s also darn confusing. It seems overwhelming to take the first step, and how do you even know what the first step is?

Today’s post is going to help answer that pesky question and more. Dana Bakich is the Founder and CEO of Positive Equation, a purpose-driven social media consultancy, and she’s a wiz when it comes to social media advertising. So, I asked her to share what steps you need to know as you get started with your Facebook ad strategy, and she’s broken it down to four steps.

Don’t let the daunting Facebook Ads Manager push you away from social advertising. Here are four, simple steps to set you up for success.

It’s no secret that your social media News Feed is in high demand. It’s more difficult than ever to have your posts seen, let alone engaged with. Within the past year, you’ve heard news of Facebook’s News Feed algorithm changing—a few times. The content coming from companies and brand pages is no longer the priority content on our feeds. Facebook’s goal is to connect people with messages they’ll authentically care about.

Due to the News Feed changes, there’s been a rush to figure out social advertising. You might be thinking that if people don’t see your message, you’ll just add some $$ to make it so, right? However, from boosting posts to creating a full social campaign, there are four things to consider before you spend a penny.

1. Listen to Facebook’s algorithm change. Does your campaign creative (images/video) speak to your target audience?

2. Have you created custom target audiences that contain people who are most likely to engage with your content and be moved to take action?

3. Can you measure success? Do you have tracking pixels in place to evaluate whether your campaign was a success or not?

4. What’s your goal for this ad? What type of ad needs to be created based on that goal—a boosted post or ad campaign created within ads manager?

CAMPAIGN CREATIVE

Let’s rewind to the note about Facebook’s new algorithm. How does it actually work? Well, Facebook uses a tool called, “Ranking,” and it’s broken down into four steps:

1.  Inventory of stories – what content is available from your friends and pages you follow

2. Signals – information available about the stories/content, such as how popular they are, what type of device you’re using, and your internet connection

3. Predictions – how likely you are to engage with that post

4. Relevancy Score – Each piece of content receives a relevancy score of how interested Facebook thinks you would be in that post/story.

Understanding how they rank content is helpful when you’re developing your campaign creative. Do your photos, videos, or articles align with what your audience is most likely interested in? How can you shape your organization’s content in a way to receive a high relevancy score? Think about it from the viewer or reader’s perspective, not just the perspective of your nonprofit or social enterprise.

Is your content social ready? Meaning, is up to the specs of the platform and ready to go? Video is hot right now, but the video length and size depends on the platform you’re posting to. For example, make sure to follow Facebook’s guidelines to maximize engagement. Also, 85 percent of videos on Facebook are watched without sound, so always include captions with videos that have audio. I recommend a company called Rev. They only charge $1/minute to create captions for your videos.

CREATE CUSTOM AUDIENCES

This is one of the most important aspects of a social advertising campaign.

WHO do you want to reach, and WHAT do you want them to do?

The WHO:

Within Facebook Ads Manager there’s a section called “Audiences.” This section allows you to upload csv files of your email newsletter contact list and retarget them through social media, create lookalike audiences to your current pages, and build a brand-new audience to reach a different market with demographics, interests, location, etc.

The WHAT:

The other component is understanding WHAT you’re asking for. Do you want to raise awareness of your cause? Maybe a video campaign makes the most sense to generate a large reach. Do you want to encourage your audience to purchase tickets to an event or make a donation? A conversion campaign might be a better fit to track the exact outcome.

NOTE: Think about the first time you’ve come across a new brand. You probably needed to see it a few times and engage on social media before making any financial commitment. If you’re running any kind of “ask” campaign, make sure you’re publishing educational, informative, or entertaining content first to increase your chances of success.

TRACKING PIXELS

One word: necessary. What you’re thinking: confusing. Don’t be!

Pixels enable you to understand the impact of your social advertising campaigns. Whether your goal is to increase website views, email signups or donations, adding pixels to your website is the only way to see how your ads are performing.

Here’s a step-by-step process of how to add pixels to your website from Facebook. (You don’t need a developer, but they help!) If Twitter is more your thing, they have them as well!

It’s helpful to install the Facebook Pixel Helper chrome extension. This will allow you to see if your pixel is active and working on the web pages you’ve applied it to. It usually recognizes the pixel within a few minutes.

Additionally, with any Facebook ad, the company recommends running the ad for a minimum of four days to allow the Facebook algorithm to work properly.  

Can you think back to a time when you’ve been scrolling through your feed and said, “That’s SO me.” Or, “I MUST share this—right now.” That’s the impact you want to create with your content.

BOOSTED POST vs AD CAMPAIGN

When you’re considering which type of ad to run, think about your goal. Boosted posts are usually created right within your Facebook Page News Feed post. They have limited options and audience selections to choose from. If you’re simply looking to amplify that piece of content for a short period of time, boosting is the way to go.

However, an ad campaign provides a much richer and controlled experience to get specific on your audiences, upload new ad content, and run longer campaigns. You can usually get much better results with ad campaigns, so don’t let any intimidation hold you back.

YOUR FORMULA FOR SOCIAL ADVERTISING SUCCESS

Use content that’s meant for social use + Tell a compelling story to a key audience(s) + Use tracking tools = A very Positive Equation.

To dive further into the latest social media tools, tactics, and executing a social ad campaign for nonprofits, check out my online course, The Ultimate Social Media Toolkit for Nonprofits.

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Dana Bakich is the Founder and CEO of Positive Equation, a purpose-driven social media consultancy. She’s launching her first online video course to help nonprofits with the latest and greatest that social media has to offer. She’s also a Digital Producer for Season 2 of American Idol! Dana is based in LA, but you can most likely find her 30,000 feet in the air traveling somewhere.

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Behind The Scenes Of A Small Business/Nonprofit Partnership

Many of the nonprofit leaders I speak to are eager to align with companies for short-term sponsorships or long-term partnerships. And many of the small businesses owners I talk with want to be more charitable. It seems like an easy match, right? Not always.

Nonprofits are more likely to target individual donors or grants before approaching companies. And small businesses aren’t always sure how to implement a giving strategy, so they may only take advantage of opportunities that fall into their lap.

More often than not, it looks like a middle school dance with each occupying their own side of the gym. But I’m hoping to help fix that issue, and one way I’ll do that is by bringing you stories of philanthropy in action. Having an example to follow can not only show you what a for-profit/nonprofit partnership looks like in action, but give you a glimpse of the magic it can create—on both sides.

So, on the eve of International Day of the Girl, I’m beyond delighted to tell you about the successful partnership between Foojee, an outsourced Apple IT department, and Global Village Project, the only school in the country dedicated to educating refugee girls who’ve had their education interrupted.

Lucas Acosta, the owner of Foojee is a long-time friend, and Amy Pelissero, head of Global Village Project, is someone I’ve heard about for years and am glad to finally meet. They are a fantastic case story of what is possible for a local social impact partnership.

Amy Pelissero and a few of the students at Global Village Project

First, we’ll get Lucas’ point-of-view on the partnership, and then bring it home with Amy’s perspective. I loved reading their responses, and think you will too!

Why did you choose to partner with Global Village Project?

Amy and her team have created this education from scratch, and have proven it to be successful with hundreds of refugee girls. They’re doing such impactful work, and I wanted to be a part of it in some way.

Why is this cause important to you?

There are two main reasons why GVP is important to us. Education is near and dear to our hearts at Foojee. We feel that education has an opportunity to improve a life regardless of a child's parents, culture, or religion. Secondly, GVP is focused directly on a segment of our society that is often overlooked: refugee girls. Women, especially in developing countries, are often the last to be recognized and supported, and GVP is solely focused on them.

What are the benefits you provide to the nonprofit?

We provide all of GVPs IT services including Mac and iPad management, networking, and security, and we do it at no cost to them. Why not just give money? We could donate money, but GVP’s efforts are so close to Foojee’s values that we want to offer our strengths to their cause.

What has this partnership done for your internal culture?

We’re not here to just provide IT services. We can use our strengths for good. We’re doing IT work, yes, but we’re here to serve a bigger purpose. We can make a positive impact in our society by our work, and partnering with GVP gives us a tangible way to contribute to our purpose.

Has this partnership benefited you externally, for example with clients or other partners?

We’ve been able to partner with Apple’s volunteer program, which has been a great opportunity for all three organizations. We introduced GVP to our local Apple team and within a few months, Apple employees were volunteering at the school by helping teachers best utilize their iPads and Macs in the classroom.

What is your hope for the future of your partnership with Global Village Project?

My hope is that GVP can continue to assist more girls, and extend their reach into more communities. If Foojee can play just a small part of their success, then I’m happy to continue partnering with them.

Anything else you’d like to add?

Sign up to volunteer! The stories I hear every time I visit just send chills down my back. GVP is on the front lines of restoring hope and building foundations to an underserved segment of our society. Here’s a video we made a couple years ago about the school to learn more.

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Lucas Acosta is passionate about Apple technology and people. If it’s got an Apple logo on it, his company, Foojee, makes it work in business and education. Lucas has been converting Windows users since 1993 (at the age of seven).

When he’s not building Foojee, you’ll find him reading about tech and business, crafting fine coffee, running, catching up on his favorite TV shows, or hanging out with his wife, Cristina and their daughter, Emilia.

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Here’s what Amy had to say.

Other than simply getting your IT needs managed, how has this partnership benefited GVP? What makes Foojee a good partner?

GVP was connected with Foojee in 2014—just as I was finishing my first year as Head of School—and I feel certain that our partnership has been foundational to the tremendous growth we have seen over the past four years. When we met, GVP was tightly strapped financially, and the pro bono work Foojee provided allowed us to broaden our services and our capacity across the board at a time when we could not otherwise afford to do so.

We were able to invest in new laptops, interactive whiteboards for our classrooms, online assessments and learning platforms for our students, and a STEAM and Career Exploration program because of what they were providing.

Foojee also acted as a powerful connector. They introduced us to Apple Education support services, Apple Store volunteers, and new potential friends and donors through their strong social media presence and the powerful promotional video they produced highlighting our partnership.

In addition to allowing us to expand and strengthen our services and our capacity to do the good work we do, Foojee provided us with knowledge, skills, and leadership that we desperately needed around IT and education.

Our partnership with Foojee has allowed us to build and develop a model STEAM program for refugee teenage girls with limited English and schooling and to enhance our program’s impact. GVP would not have been able to integrate and take advantage of technology in so many powerful ways without Foojee. They have provided invaluable support for our staff and students and directly and positively impacted the lives and learning of our students.

Foojee’s partnership has strengthened GVP in so many ways, including adding strength to our voice, our mission, and our vision of ensuring that refugee girls have the education they need to pursue their dreams. They believe in the work we do, stand beside us, and support us. We know that our strong collaboration allows us to join together to create a bigger impact in our community and dream a better world.

How do partnerships in general benefit both your internal and external culture at GVP?

In August we started our 10th academic year at GVP! Founded in 2009 by a handful of visionary volunteers with big dreams and a very brave first class of 30 students, GVP has become a place where we make a difference and dream a better world, one girl at a time.

Since our inception, we have served 225 refugee girls with limited English and interrupted formal schooling in our all-day academic program. Currently, 37 of our graduates have gone on to graduate from high school and 26 are enrolled in or have graduated from college.

Given that 75% of older newcomer refugee students do not complete secondary school and only 1% of refugees access tertiary education, we are proud to report that 96% of GVP alumnae who completed our program continue their education beyond our school. We depend on partners like Foojee to turn our dreams and our students’ dreams into a reality.

GVP’s founders understood the power of a strong community of support and imagined and created a place where a village of support enabled them to start and sustain a brand new school for refugee girls. GVP is the only school in the nation dedicated to educating newcomer refugee teenage girls.

We are certain that we have been able to make a difference for almost a decade now due to the strength and support we have found in our friendships and partnerships. We rely on our connections and relationships to influence our ways of thinking and doing, and are incredibly humbled by the opportunities our partners have opened to us. Together, we are transforming lives, our work, and our world.

What is your hope for the future of the partnership with Foojee?

I hope that our partnership will continue to develop and deepen with time. I see a future where we generate more recognition for the good work both organizations are doing, where we can help each other increase connections and meet new potential partners, and where the relationship is more evenly balanced.

Foojee has done so much for GVP, and we aim to give back to them in all the ways that we can. Specifically, I hope that we can continue to work thoughtfully and strategically to increase brand recognition and media coverage, to increase sales and funding, to attract new donors, volunteers, and clients, and to inspire change.

What do you wish more for-profit organizations knew about partnering with nonprofits?

Positive collaboration allows organizations to join together and make even bigger strides in bettering their community and improving the world. The end result of this kind of collaborative partnership is that both organizations are stronger.

Working with nonprofits can provide for-profit employees and leaders with a stronger sense of purpose, engagement, and create recognition for the good they are doing. Nonprofit partnership is a worthy and wise investment of resources.

Anything else you’d like to add?

We strongly believe in the power of collaboration and community—and in the power of each one in a partnership to positively influence and impact the other. We are deeply grateful to Foojee for their strong support and for the impact they are making in our school and in our students’ lives each and every day.

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Amy Pelissero is the Head of School at Global Village Project, a special purpose school for newcomer refugee teenage girls with limited English and formal schooling. She has more than 20 years of teaching experience with students from preschool through adulthood, and strong ties to the refugee community.  

Amy lives in Decatur, GA with her husband and two daughters, and loves reading, writing, travel, live music, and time with family and friends. 

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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2 Simple Ways to Keep Your Website and Work Protected

Okay, let’s face it. Few of us lean in with anticipation when we start talking about intellectual property protection and legal stuff. But you know who does? My friend, Christina Scalera.

Christina was my business mentor for just over a year, and boy, did I learn a lot from here! She’s super smart, and removes a lot of the confusion and barriers to protecting your company and assets. Her genius business idea is The Contract Shop, a place to grab most of your legal needs in just a few minutes.

While you may not have any contract needs at this moment, most all of you will have a website (or will soon). And, guess what—it needs protecting.

I used to freelance write for a website developer, and we once found a site that was almost entirely copied from his design! Lawyers got involved, and the website got taken down, but it was just plain weird. I mean, who does that?

And while you may not get your website ripped off, you do need to protect the time, effort, and money you’ve put into it. I love writing websites for my clients, and would be heartbroken if anything happened to them.

Besides, you have your mission to think about, not to mention the secret sauce of the way you work. There’s also any proprietary photography and other assets. It’s all those details that add up to your beautiful and unique brand.

So, while this may not be the most exciting topic to discuss, it’s super important! Give it a read, and see what you think. Plus, Christina makes legalese a little more fun.

You’ve got the shiny new website, blog topics nailed down, beautiful social media graphics, and curated photos to drive your mission home. You’re almost ready to announce the launch of your brand spankin’ new website!

But whoa—hold up for just a minute, buckaroo!

Have you posted the Privacy Policy and Terms and Conditions on your site yet?  

Some of you are nodding along, and some of you are saying, “Wait, what?! What the heck is that?”

There’s no need to get freaked out! These two bits of legalese aren’t hard to understand and use, but it is a good idea to have them displayed prominently on your website. In fact, you could be violating federal law if you don’t.

So let’s talk about what they are, and what you need to do.

Privacy Policies

At their heart, Privacy Policies are intended to create transparency between users (in our case, readers) and yourself via your blog or website.

If you read blogs (like this one!), then you know that you leave little bits of your personal information behind when you visit. Things like your IP address, your name (or username), and email. If you make a purchase, there’s even more personal info that can be collected by the seller.

A Privacy Policy informs your visitors what information is collected from them when they visit your site, how you use that information (i.e: emails for your newsletter), and who else has access to the information (like your website hosting company).

The Federal Trade Commission (FTC) requires that any webpage collecting information from consumers, and/or that uses cookies, have a Privacy Policy available to visitors.

Not only is it legally required, but having one builds a greater sense of trust with your readers and makes you look more professional.

Where do I get a Privacy Policy?

Creating and implementing a Privacy Policy doesn’t have to be hard. You can start with an attorney-approved template, and then customize it to your situation.

You can also take note of what similar organizations use for their Privacy Policy. While I’m not recommending that you simply copy and paste, you’ll likely run across a few things you haven’t thought of, and you’ll get a sense of how a Privacy Policy can be made to represent your brand.

While this is the cheaper option, if you want to just get ‘er done and move on sans any worry or weird Frankenstein-ish policies you put together yourself, click here and snag your policies today.

Terms and Conditions

A basic Terms and Conditions policy tells people what they can and cannot do with your original content (like your photos, written words, or that cool idea you talked about in your last blog post). If you also sell content, it can be extended to protect you in the event that someone wants a refund or shares your content illegally.

It’s not at all uncommon for photos and content to be shared—with or without the permission of the creator—and often without credit. If this happens to you, what recourse do you have?

This is where a Terms and Conditions can help protect your interests. If you’ve clearly spelled out that you need to be asked for permission before your content is shared, then you’re on firmer ground if you need send a cease and desist letter or claim copyright infringement.

Just like the Privacy Policy, having a Terms and Conditions puts you on the level with your readers and consumers, lets them know that you’ve given thought (and care!) to what you’re doing and creating, and gives them clear instructions on how they can interact with your content.

Where do I get a Terms and Conditions policy?

Here again, you can cobble together your own, or start with a solid, attorney-approved Terms and Conditions template and customize it, which should cover everything you need and some things you might not have thought of.

Now you’re ready to rumble (legally-speaking anyway)!

I want to mention a couple other things before I wrap this up.

First, make sure that both the Privacy Policy and Terms and Conditions are posted with a prominent and direct link on your blog or website footer somewhere.

Second, don’t stress too much about making sure your policies cover every tiny thing. You can always update them as you go along. (Pro tip: It’s also a nice thing for your visitors if you include a “last updated on” date at the top of your policies, and make sure you mention that the policies can be updated at any time.)

Third, and finally, if you have visitors from the European Union, you should check out this article to make sure you have that extra step covered.

The moral of the story? Privacy Policies and Terms of Conditions are important. Don’t ride the range without one! (Or launch a website… you know what I mean. ;)

Note: Links are affiliate links, but I have Christina’s Privacy Policy, Terms and Conditions, and Independent Contractor templates myself! They are awesome and so easy to use.

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Christina Scalera is the attorney and founder behind The Contract Shop, a contract template store for creative entrepreneurs, wedding professionals, and coaches.

When she’s not staring at a computer or awkwardly standing on cafe chairs for the perfect overhead latte photo, you can find her in the woods doing things that are sometimes dangerous but always fun, like riding horses, skiing, and reluctantly camping.

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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How to Start a Successful YouTube Channel

Been thinking about starting a YouTube Channel for your nonprofit or social enterprise? if so, you’re not alone. My intern, McKenzie Bethel, is about to share some compelling stats that may move you beyond simple curiosity.

In fact, for nonprofits, it may be the perfect time to begin! Just a few weeks ago, the video giant announced YouTube Giving, which will offer expanded tools for soliciting and receiving donations. But no matter your business model, here are a few, easy ways to create your YouTube channel.

It can be difficult to clearly convey what you are thinking and feeling through written text. While traditional social media sites are great for starting, growing, and expanding your organization, sometimes the human to human connection can get lost in translation. This is one reason video has become so popular. It’s the next best thing to being in the room with someone.

And when it comes to video, there’s still no one bigger than YouTube. Along with connecting to your audience, YouTube can be used as a great marketing tool.

Why YouTube?

Over two million videos are viewed on the platform each day. Just imagine how much attention even a portion of that could bring to your nonprofit or social enterprise!

A little over 10 years ago, Google bought YouTube, making it one of the most searchable platforms around. This merger is great news for your organization and growing a channel, as this allows you to appear in many more search results.

YouTube has become a powerful form of communication because it makes sharing your message incredibly simple. And unlike other social media outlets, YouTube’s content is widely consumed outside of itself, such as on other websites. Embedded videos allow users to share your content almost anywhere for more people to see.

Another perk is its longevity. Videos are often watched and shared months after they were posted, even without promotion.

Before you jump in, though, there are a few things you need to know to make the best out of your new YouTube channel.  

1.     Choosing a URL

As they say, the internet is forever. Well at least your YouTube URL will be. Google, the owner of YouTube, makes it very difficult to change your URL, especially if you have a young and growing channel. Unless you qualify for a custom URL, you are stuck with the first one you select.

Choose something that is synonymous with your organization and brand. It’s also a good idea to examine your other platforms. Having the same username across all of your different social media channels makes it easier for your audience to find and connect with you. Using a tool like Namechekr will help you make sure that the name you want is available on multiple platforms.  

 2.     Consistency

The key to a successful YouTube channel is being consistent! To keep an active audience, you must be active as well. One way to stay consistent is to let your viewers know when you will be posting and to stick to that promise. It lets them know that you will be coming back regularly and are committed to your work. It also gives them something of yours to look forward to.

The frequency of your uploads depends on the type of channel you have. With a vlog, you would want to post more often to keep the audience in tune with your daily life. For most other channels, posting once a week is sufficient.

Whatever upload schedule you decide on, stick to it! Your audience will lose trust in you and your nonprofit or social enterprise if you make promises that you cannot keep. 

3.      Optimization

If you haven’t heard yet, YouTube is going through major algorithmic changes. It’s becoming increasingly difficult to keep up with, even for the current, popular creators. However, there are a couple of ways to stay ahead of the game.

Quality, quality, quality. No one wants to watch a blurry, difficult to see video. High resolution, high quality videos will attract more viewers. More viewers will, in turn, encourage people to like, share, and subscribe. And greater interaction will increase the ranking of your video and that is how more people will see it.  

Close behind video quality is content optimization. Telling YouTube what your videos are about will help them reach more people. The title, tags, and description will tell YouTube’s algorithm how to categorize your video and make it appear in the appropriate search results.

Find the right buzzwords that relate to your video. Use them in your title, tags, and description along with other relevant words that will attract a larger audience. Shorter descriptions tend to perform better. Not many people want to read an essay before watching a video.

A good rule of thumb is to keep the description under 180 characters without forgetting the most important information. With that being said, do not use fluff words. YouTube can detect “filler” tags and will shift your video ranking lower. Use words that are relevant to the context of your video, channel, and cause-focused organization as a whole. Always include your website, social media links, and other links you want your viewers to have handy.

 4.     Thumbnail, Title, and Trailer

The thumbnail and title are the first two viewed elements of your video. If they are not interesting enough, no one will click to watch more. YouTube is considered one of the largest search engines at the moment, so having a catchy title can increase your channel traffic tremendously.

Make sure your title is short, yet engaging and descriptive. One thing to note is that video titles are not permanent! You can play around with different keywords and title structures to see what works best for you.

One of the easiest ways to gain views is by having incredibly eye-catching thumbnails. YouTube will offer random screenshots for you to use as thumbnails, but it is a much better decision to create custom thumbnails. A great resource for that is Canva, which has numerous templates, including one specifically for YouTube thumbnails and intro videos. This way you always get to control what people immediately see on your videos, rather than worrying about someone’s eyes being closed or mouth being open.

While you want to make your thumbnail interesting, avoid click-bait! Click-bait is using a provocative title or photo in order to get someone to click on it, only to find out the topic is not related to the content at all. Click-baiting is very deceiving and will make your current followers, and new viewers, lose trust in you.

Your video titles should be short, sweet, and clever but not to the point where they are difficult to understand. They should hint to the biggest point in the video without giving too much away.

Your channel trailer, or intro video, may be the first video your growing audience will see when they visit your channel. It’s a short clip that promotes your channel and hooks your audience into wanting to see more. The best trailers show the highlights of your page and display your businesses content in a fun way. Instead of sitting down and talking about your channel, show us!  

If possible, use clips from previous videos and compile them into your own little story reel. That is a creative way to explain what your channel is all about. Keep your trailer short and sweet, too. YouTube analytics predict that trailers under 40 seconds perform better than longer ones. Keep in mind that the ultimate goal is to make the viewer subscribe. If you were a new viewer, what is something you would be excited to see?

5.     Content

Content is the heart and soul of your channel. Ultimately, it’s what draws viewers in and keeps them coming back. Your channel is the perfect place to introduce your work or cause, share ideas, and promote upcoming launches. The most common and successful videos for small businesses and organizations are product explanations, customer testimonies, and tips.

It sounds daunting to create so much new content, but that doesn’t have to be the case. Repurposing video and content is more than welcome in the YouTube community. For example, if you are already producing a podcast, try taping it and posting that footage to your channel. People would love to see the mannerisms and facial expressions that go along with their favorite podcast.

Another way to repurpose content is by using footage from a previous event and adding to it. Show snippets of the event and add in your commentary so the viewer is engaged. Of course, the type of content you choose to post will depend on each organization, but a good rule to follow is to mix it up. Switching it up between sit-down videos and “in the field” type videos will keep your audience looking forward for your next upload.

6.     Be social, share, and collaborate

Popular videos are promoted more often by YouTube and that’s all thanks to engagement levels. More subscribers and more views will place your videos higher in search results. It’s a huge plus if someone subscribes to your channel right after watching one of your videos, according to YouTube.

The easiest and most organic way to generate growth is to ask for it! Share your channel and videos on your other social media channels and website, tell your friends and colleagues, and collaborate with other entrepreneurs and organizations. Using a Call To Action (CTA), is a great way to get the word out about your cause and YouTube is no different.

Each one of your videos should have a CTA at the end to further engage your audience and encourage them to take action. Tell viewers exactly what you want them to do whether that’s subscribing, liking, or sharing your video. 

Last but definitely not least—become a part of the YouTube community. Find channels that correlate with your organization, cause, or personal brand and engage with them! Even leaving a simple comment on another creator’s channel can connect you with the right person.  

Contributing to discussions will attract new viewers to your channel as well. Leaving thoughtful comments will grab the attention of passer-by and encourage them to check out your content. Avoid spamming others’ comment sections, however. That gives of an insincere vibe and will not yield great channel traffic results. 

Would you like to see this advice in action?

Here are four examples that showcase the tips above. The first two are nonprofits, and the latter are for-profit organizations.

The Task for Global Health has a wide variety of videos. Some explain who they are and what they do, and others are stories from communities they have served. And Dosomething.org caters to young people, so they have a more laid-back approach to their channel. The incorporate interviews, challenges, and some public service announcements into their content.

The Body Shop is a cause-oriented brand. They use their YouTube channel to show tutorials for their products and on occasion, have serious conversations. Finally, most of us know about Tom’s Shoes and what they stand for. Their videos range from completely creative content to their newest shoe to showing off their charity work. These four organizations can be great inspirations for your own channel.

Does your organization have a YouTube channel? If so, leave your link in the comments, and we’ll check it out!

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I’m McKenzie Bethel and I’m a fourth-year Economics Major at the Georgia State University with a minor in Journalism.

I have many hobbies but writing, filming, and creating content hold a special place in my heart. I hope to use economics to advocate for caused-focused organizations in the future.

LinkedIn

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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