YouTube for Nonprofits: What You Need to Know

By Ilia Jones | June 2021


As a nonprofit organization, you're likely operating on a slim marketing budget. So, why not take advantage of all of the free and discounted programs available? Google offers several benefits to nonprofit organizations, including free Google Workspace, Google Ad Grants, Google Earth and Maps, and the YouTube for Nonprofit Program.

If your organization already has a Google for Nonprofits account, you are eligible for a YouTube Nonprofit Program as well. 

What is the YouTube for Nonprofits Program?

YouTube is a video-sharing site that allows you to use the storytelling capability of video to get your organization's message out. And the audience you have the potential to reach is huge—1.5 billion viewers worldwide that visit the site monthly. The YouTube for Nonprofits program is designed to make it easier and more affordable for nonprofit organizations to reach a larger audience. 

Some of the program's features include:

  • Link Anywhere Cards - A special card that allows you to link to your website in your videos
  • Content Optimization Help - Access to the YouTube Creator Academy to help you create highly visible videos
  • Dedicated Technical Support - Dedicated support for your YouTube channel to help you get up and running

Use Video Storytelling to Engage Your Audience


The YouTube for Nonprofits Program was created to help organizations like yours get their message out, inform people about their cause and connect with people passionate about change. Video storytelling is an emotionally compelling medium. And with the help of the YouTube Creator Academy, your organization can start crafting video content that is:

  • Sharable
  • Discoverable
  • Consistent
  • Community-focused
  • Sustainable

In addition to creating premium video content for the YouTube platform, you can also host videos to use on your website, in email campaigns or in fundraising efforts. 


How to Use YouTube for Nonprofits

While video content on YouTube can be informative, helpful or hilarious, there are several ways that nonprofit organizations can use video. 

Awareness and Education

One of the primary ways nonprofit organizations can use video is to raise awareness for the cause they support. If people aren't aware of the issue, they won't be motivated to help. So creating a heartfelt video highlighting some of the most important aspects of your cause or individuals you've helped can educate your audience about the issue. 

Education is another great way to get people involved in your cause. Once they are aware the problem exists, educate your viewers on what they can do to help. Go beyond asking for donations. Give people simple, actionable changes they can make in their lives.

For example, if your organization is trying to preserve habitat for orangutans, educating people about the impact of palm oil production on the environment is a great place to start. Then advise them on how to look for sustainably farmed palm oil in products when shopping. 

Campaign and Event Promotion

Odds are your organization hosts at least one big event every year to raise awareness for your cause and collect donations. Using video to promote your event can show people what a great time people had last year (or maybe in 2019) to get them excited. 

Video is a great way to promote your marketing campaigns as well. Aim for creating shareable content that explains your organization and goal in a quick, easily digestible format. Then encourage your audience to help you get the word out. 

IMpact and Appreciation

Creating an annual impact video can be a great way to show your appreciation for your donors and to illustrate the impact you've made. Collect video clips and stats from the past year to compile a video that shows the progress you've made and the lives you've touched. Be sure to thank your donors at the end and let them know that it wouldn't have been possible without them. 

Collect Donations

Lastly, one of the most notable features of the YouTube for Nonprofit Program is called YouTube Giving. It gives you the ability to add a donation button to your videos. You can also use it to set up fundraisers. Google partners with Network for Good to collect the funds and YouTube covers the cost of any transaction fees, so your organization gets 100% of the proceeds. So make sure you add a donation button to every video you publish!

How To Activate Your YouTube for Nonprofit Account

To get started, you will need an active Google for Nonprofits account and a YouTube channel and ID for your organization. If you don't have a Google for Nonprofits account and would like to learn more, check out How to Use Google for Nonprofits for more information.

  1. Go to the Google for Nonprofits page. From there, you can find information on all of the nonprofit programs that Google offers. 
  2. Click YouTube for Nonprofit Program. 
  3. Click Get Started and follow the steps to enroll.  

Google will typically respond within three days after reviewing the request, sending you an email once approved. Then you can access your YouTube for Nonprofit Program and the features and benefits it offers your organization.  


If you have questions about how the YouTube for Nonprofits Program can help raise awareness and increase donations for your nonprofit, ArcStone can help. To schedule a meeting with one of our digital strategists, contact us today.




Topics: Nonprofit Help