THE

VA L U E D O N O R S & C U LT I VAT E E N G AG E R S

Donor Video Story

YouTube is a donation driver and the platform for nonprofits to engage with their future donor base. New research from Google and Millward Brown Digital reveals video behavior of donors and engagers.

84%

38%

of nonprofit videos are discovered through nonbranded search.

Engager

of nonprofit videos discovered through search are discovered through a traditional search engine.

Donor

Donors are more likely to be on YouTube than the general public

Don’t count out the engager 25% of engagers take actions other than donation, such as signing up for email or watching a video.

25%

9/10

Engagers have the funds to donate, but may not be inspired to donate Engagers skew slightly younger than donors but make as much income or more than donors.

9 in 10 donors visited YouTube in the 6 months before donation compared to 6 in 10 for the general population.

Donors are on YouTube now more than ever before

20%

+18%

Donors are visiting YouTube more, with an 18% YOY growth of donors on the platform.

Inspire engagers while they are watching YouTube content 1/3 of engagers watch nonprofit videos on YouTube. However, they also outwatch donors in the categories: music, entertainment, people, how-to, news and comedy.

39%

Donors are serial watchers of nonprofit content

1/3

engagement rate lift among those that watched a nonprofit video versus those that did not.

68%

Frequency is an indicator of an intent to donate

x2

3 Things Nonprofits Can Do Today TELL YOUR STORY WITH VIDEO: There are more donors on YouTube than the general population and they watch more video before making a gift. Take your story to them with TrueView and create a meaningful experience for them on your YouTube Channel in order to reach them at the moments that matter in their giving process.

68% of nonprofit video watchers view similar videos within 30 days.

2x increase in the number of videos donors viewed prior to donation.

The ask matters

81%

81% of people are not sure or would not donate if monthly was the only option.

WEAVE A NARRATIVE WITH VIDEO: Donors need to be inspired, educated and thanked depending on their stage of giving. Tell them the right story at the right time by using video to provide the initial chapter of your story and following up with remarketing on both video and display to deliver the next chapters of your narrative catered to where they are in your giving cycle. ENGAGERS ARE FUTURE DONORS: The volunteers, event participants and newsletter recipients of today are the donors of tomorrow. They share equal giving potential as donors and YouTube is essential to their engagement with your nonprofit. If you are a part of their YouTube experience by offering video where they spend time through TrueView, you are cultivating future donors. Millward Brown Digital, YouTube Clickstream Study, August 2014-January 2015

Google for Nonprofits REVISED Video Research Infographic.pdf ...

Page 1 of 1. Donor Video Story. Engager. 3 Things Nonprofits Can Do Today. Donor. YouTube is a donation driver and the platform for nonprofits. to engage ...

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