“It’s Time,” a nonprofit viral video from Australia, shows the power of YouTube for raising awareness.
Project 4 Awesome on YouTube: 5 years of online community organizing
Target audience: Nonprofits, foundations, social enterprises, cause organizations, NGOs, brands, businesses, Web publishers, educators, journalists, general public.
Guest post by Hunter Walk
Director, Product Management, YouTube
In 2007, YouTube stars John and Hank Green, known online as the VlogBrothers, asked everyone on YouTube to upload videos for their favorite causes and charities on Dec. 17. This YouTube community driven movement became known as Project for Awesome — so many people participated that the videos actually took over the YouTube homepage in a “flurry of awesomeness.”
Last year Project for Awesome generated 10 million video views, raised hundreds of thousand dollars, and was the No. 1 trending topic on Twitter for 36 hours.
Now celebrating its fifth year, P4A is a shining example of how YouTube can help nonprofits of all shapes and sizes raise awareness, funds, and friends.
Leveraging the YouTube community to do good
At YouTube, we have 800 million unique visitors a month. That is a big, engaged audience wanting to be inspired, informed, and entertained. As seen with Project for Awesome, when you talk to the YouTube community, they talk back to you and to each other. As in any community, the YouTube community has celebrated figures leading trends and movements. Savvy nonprofits are figuring out how to interact with YouTube stars to reach a new generation of supporters.
For example, YouTube comedian Kevin Wu, aka KevJumba, has been using YouTube to help raise awareness and build a middle school in Kenya with The Supply, a nonprofit supporting education. Through his second channel on YouTube, JumbaFund, Kevin donates 100% of the ad revenue to charity. The JumbaFund channel, currently at over 43 million total views, is solely dedicated to supporting the school. Continue reading