When you consider the enormous presence of YouTube it’s crazy to realize it’s only been around for four years. Just four years from anonymous air guitar players and unfortunate grape mishaps to real-life YouTube celebrities like iJustine, over a billion views worldwide a day, and a Peabody Award for providing a forum for democracy!
Even more surprising is its burst of growth in the charity world. WhatGives!? YouTube’s ability to level the playing field has allowed charities using the website to raise millions of dollars and awareness for causes large and small.
The face behind YouTube's Non Profit & Activism Programs, the lovely Ramya Raghavan (@CitizenTube)
Ramya Raghavan is YouTube’s Non Profit & Activism Manager. She’s seen incredible examples of digital activism online and off, and is doing an amazing job of increasing the power of YouTube for non-profits. I had the chance to chat with Ramya last week, and we talked about YouTube’s integrated social media strategy, how non-profits can benefit from YouTube, and how the YouTube Generation interacts with causes.
“A lot of what YouTube was originally known for was the ‘cat on the treadmill’ video,” admits Raghavan. “But that also means that we have thousands of great animal welfare activists on the site built in! So we have the same community that can laugh at the cat on the treadmill are the same people that will take action to stop puppy mills. So I don’t like to think of them as two separate types of people.”
It’s obvious that Raghavan loves her job and is proud to be a part of YouTube’s role in social activism. YouTube has created several programs to ensure causes get their voices heard, and are using tools like Twitter and Facebook to spread the word.
http://youtube.com/nonprofits
American 501c3 registered charities can take advantage of a special section dedicated to nonprofits, which includes enhanced tools, customizable branding capabilities, and a fundraising option via Google Checkout. We’re devoting a second post to sharing Raghavan’s how-to’s on using these tools and creating compelling videos, so look for that next week. 
The Video Volunteer Program
http://www.youtube.com/YTvideovolunteers
Each month YouTube highlights a different issue and asks citizens to create videos on behalf of their favorite non-profit working on that issue. The top three videos are then featured on YouTube’s homepage! Raghavan tells me that they try to make sure the issue is relevant, important to the YouTube community, and broad enough that there is a large number of related non-profits that can benefit from the exposure. This month, they are spotlighting Hunger in America and have teamed up with David Arquette and Feeding America to encourage videos submissions. And since we are focusing on Food the rest of the week, it’s perfect chance for you to do something. Check out the video!
On Twitter & Facebook
YouTube is the 15th most popular fan page on Facebook, just behind Coca-Cola and the Twilight series. Raghavan says that success was not necessarily a conscious goal. “People like YouTube videos, they share them a lot, and we wanted to have a place to aggregate the videos that were bubbling up to the top. That’s what we do on our homepage and on our blog. Facebook is a great tool.” YouTube is also active on Twitter as well. Follow @YouTube or the Non-Profit & Activism channel that Ramya tweets from, @CitizenTube.
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Tags: Ramya Raghavan, Social Activism, social media, Video Volunteer Program, YouTube
Great article!! I love YouTube and I love reading your blog!
Thank you Katey! Did you have any idea YouTube was doing so much for charities? So cool. I’m glad you’re enjoying the blog