Recently, the social media-focused Mashable posted a blog entry about nonprofits that are making effective and creative uses of content marketing. Those noted by blogger Frank Barry, a professional services manager at Blackbaud by day, included Big Brothers Big Sisters, March of Dimes, Charity: Water, and Make-a-Wish—all of whom were lauded for their use of YouTube to accomplish traditional nonprofit ends in creative new ways.
For instance, Big Brothers Big Sisters offers an inside look at the value of the relationship between “littles” and “bigs” in its “Start Something” video series, an example of which can be seen here:
March of Dimes has also made a splash on YouTube with personal videos, including some from the nonprofit’s 2011 and 2012 national ambassadors, as you can see here:
In a new twist on the traditional act of thanking supporters, Charity: Water has drawn on YouTube to recognize superstar backers in video tributes, such as this one:
And Make-a-Wish has posted online many of the wishes it has fulfilled for children threatened by terminal illnesses—if doing so is in accordance with the instructions of the children and parents, of course—such as this performance from Shemar, a nine-year-old diagnosed with a brain tumor who wanted to be a comedian:
What other nonprofits do you see maximizing the potential of YouTube to advance their mission? –Mike Keefe-Feldman