What is YouTube for Nonprofits?

In 2007, YouTube launched the Nonprofits Program to provide a platform for nonprofits to share their message with the world. The program offers a variety of benefits for nonprofits, including the ability to create a branded channel, live stream events, and fundraise directly through the platform. Additionally, nonprofits can access a suite of tools and resources to help them optimize their channels and reach a wider audience.

With over two billion monthly active users, YouTube offers a massive potential audience for nonprofits to tap into. So whether your nonprofit is looking to raise funds, recruit volunteers, or promote awareness for your cause, YouTube can provide a powerful platform to help you achieve your goals. In this article, we’ll explore some of the key benefits of using YouTube for nonprofits, as well as some tips and tricks to help you create engaging and effective content for your channel.

The benefits of using the YouTube Nonprofits Program

There are numerous benefits to utilizing the YouTube Nonprofits Program for your organization. First and foremost, the platform has a massive user base, with over 2 billion monthly active users. By creating a branded channel and sharing compelling video content, you can reach a wider audience than ever before.

Additionally, the platform offers a variety of fundraising tools, including donation cards and fundraising features, making it easier than ever to collect donations and support your cause.

Another benefit of using the program is the ability to live-stream events. Whether you’re hosting a charity event or a virtual fundraiser, live streaming can help you connect with supporters in real-time and generate more engagement. Plus, YouTube’s live streaming tools are easy to use and offer a variety of features, such as chat and Q&A functions, to help you engage with your audience.

youtube for non profits social impact

Learn more about YouTube’s social impact

Eligibility requirements for YouTube for Nonprofit

To be eligible for the YouTube Nonprofits Program, your organization must meet certain criteria. First and foremost, your organization must be a registered nonprofit in your country. Additionally, you must have a valid bank account and tax ID number. Finally, you must adhere to YouTube’s community guidelines and terms of service.

If you meet these eligibility requirements, you can apply for the YouTube Nonprofits Program through the Google for Nonprofits platform. Once your application is approved, you’ll have access to a variety of tools and resources to help you optimize your channel and reach a wider audience.

How to apply for the YouTube for Nonprofit program:

To apply for the YouTube Nonprofits Program, you’ll need to create an account on the Google for Nonprofits platform. Once you’ve created an account, you’ll need to provide some basic information about your organization, including your tax ID number and bank account information. You’ll also need to provide proof of your nonprofit status, such as a charity registration number or 501(c)(3) certification.

Once your application is submitted, it may take several weeks for Google to review and approve your application. If your application is approved, you’ll receive an email notification and can begin utilizing the YouTube Nonprofits Program.


To be tax-exempt under section 501(c)(3) of the Internal Revenue Code, an organization must be organized and operated exclusively for exempt purposes set forth in section 501(c)(3), and none of its earnings may inure to any private shareholder or individual. In addition, it may not be an action organization, i.e., it may not attempt to influence legislation as a substantial part of its activities and it may not participate in any campaign activity for or against political candidates.

Source: www.irs.gov

Watch this great Tutorial by Google: Easy Steps to Get Your Nonprofit on YouTube

Tips for Optimizing a YouTube Channel

Once you’re approved for the YouTube Nonprofits Program, it’s important to optimize your channel to maximize your impact. Here are some tips for optimizing your channel:

1. Create a branded channel

Your channel should reflect your organization’s brand and mission. Use your logo and brand colors throughout your channel to create a cohesive look and feel.

2. Optimize your video titles and descriptions

Make sure your video titles and descriptions are clear and concise, and include relevant keywords to help people find your content.

3. Use custom thumbnails

Custom thumbnails can help your videos stand out and attract more viewers. Make sure your thumbnails are high-quality and visually appealing.

4. Engage with your audience

Respond to comments and messages from your audience to build relationships and foster engagement.

5. Use analytics to track your progress

YouTube offers a variety of analytics tools to help you track your progress and identify areas for improvement. Use these tools to optimize your content and reach a wider audience.

How to create compelling video content for your Nonprofit

Once your channel is optimized, it’s time to start creating compelling video content that resonates with your audience. Here are some tips for creating great video content:

1. Tell a story

Use your videos to tell a story about your organization and the impact you’re making. This will help viewers connect with your cause on a deeper level.

2. Keep it short and sweet

Attention spans are short on the internet, so keep your videos short and to the point. Aim for videos that are 3-5 minutes in length.

3. Use visuals to convey your message

Visuals can be a powerful way to convey your message and evoke emotion. Use compelling imagery and video footage to bring your story to life.

4. Include a call-to-action

Every video should include a call to action, whether it’s asking viewers to donate, volunteer, or share your content.

How to promote your Nonprofit on YouTube?

Once you’ve created compelling video content, it’s time to promote your nonprofit on YouTube. Here are some tips for promoting your organization:

1. Share your videos on social media

Share your videos on social media to reach a wider audience and generate more engagement.

2. Collaborate with other nonprofits

Collaborating with other nonprofits can help you reach new audiences and generate more engagement. Reach out to other organizations in your space and explore opportunities for collaboration.

3. Utilize paid advertising

YouTube offers a variety of paid advertising options to help you reach a wider audience. Explore these options to see what works best for your organization.

Measuring your channel: KPIs Are Key!

To measure the success of your YouTube Nonprofits Program, you’ll want to track certain metrics & KPIs over time. Here are some key metrics to track:


Track the number of views your videos receive over time to see how your content is performing.

2. Engagement

Track engagement metrics, such as likes, comments, and shares, to see how your audience is interacting with your content.

3. Donations

Track the number of donations you receive through YouTube to see how your fundraising efforts are performing.

4. Subscribers

Track the number of subscribers you have to see how your audience is growing over time.

Resources for Nonprofits on YouTube

YouTube offers a variety of resources to help nonprofits optimize their channels and reach a wider audience. Here are some resources to explore:

1. Creator Academy

The Creator Academy offers a variety of courses and tutorials to help you optimize your channel and create compelling video content.

2. YouTube for Nonprofits playbook

The YouTube for Nonprofits Playbook is a comprehensive guide to utilizing the YouTube Nonprofits Program to its fullest potential.

3. YouTube Nonprofits help center

The YouTube Nonprofits Help Center offers a variety of resources and support to help nonprofits navigate the platform and optimize their channels.

Add a YouTube channel link to your Nonprofit Email signature

Adding a video to your email signature can make it more engaging and visually appealing. However, different email clients have different capabilities when it comes to embedding videos in signatures.

Learn how to add videos to Email signature on Gmail and Outlook.


Utilizing the YouTube Nonprofits Program can be a powerful way to maximize your impact and connect with potential donors and volunteers. By optimizing your channel, creating compelling video content, and promoting your organization on the platform, you can reach a wider audience than ever before. And with access to a variety of tools and resources, it’s easier than ever to get started. So what are you waiting for? Start utilizing the YouTube Nonprofits Program today and take your organization to the next level.