How do nonprofits build visibility, trust and engagement? Whether we embrace it or not, social media plays a significant role in how nonprofits are perceived and judged today.
While I would argue nonprofits should not necessarily “chase” likes and follows (quality counts), it remains important to be “searchable,” present and polished online.
Earlier this year, I enjoyed sharing my thoughts about YouTube with TechSoup Connect Austin. In August, I gave an updated version of my talk to TechSoup’s Quad audience (you can see my slide deck on ISSUU by click on the image below).
Part of my work with nonprofit organizations is to ensure they are communicating professionally using the best possible platforms. The ultimate aim is to inspire confidence, and to increase visibility and trust, as well as engagement. Hence, creating and curating new websites, YouTube channels, Facebook pages and the like come with the territory today. With forty years of hands-on fundraising experience – conducting my work partly in the old-fashioned way, with new techniques incorporated as required – I have witnessed many changes during my career. The rise of video communications is one of society’s big shifts.
I have become a fan of the Voronoi app, which visualizes data of all kinds. The infographic below illustrates well the influence of YouTube globally.
Kevin Suttlehan observes for Focus on Good LLC:
“When done well, video serves as a powerful storytelling tool that complements an organization’s use of written narratives and still photography to explain, influence and motivate.
On social media, viewers engage with video content more than non-video content and, as a result, the videos are delivered to many more people, including non-followers.”
On LinkedIn, I also enjoyed reading Muhammad Farhan Aslam:
“In 2025, audiences no longer trust picture-perfect brands. Instead, they crave brands that feel human. So, what does this shift mean for your social media strategy? The answer lies in authenticity. Gone are the days when highly polished, overly produced content was the gold standard. Today, audiences are drawn to brands that feel real, relatable, and genuine.”
These observations combined lead me to believe YouTube is a powerful tool for nonprofit organizations that should not be overlooked. Even by sharing rough, brief “Shorts,” one can convey activities underway and show how “real” and authentic your nonprofit, its staff, volunteers, and programs truly are!
It is interesting to see the swift rise of AI and artificial reality (or VR) in society, being countered to some degree by the public’s desire for more authenticity and non-AI presentations in video and elsewhere.
From Microsoft Copilot:
“Visual AI refers to the application of artificial intelligence to enable machines to interpret and understand visual data, similar to human vision.
Definition and Functionality
Visual AI is a discipline within computer science that empowers machines to identify, understand, and act upon images and visual data. It combines various technologies … to derive insights from visual inputs. Essentially, visual AI allows computers to “see” and comprehend the world in a way that mimics human perception.”
I was an early adopter of virtual reality for nonprofit fundraising purposes. Hence, you can say I am a fan of VR. In a couple of my prior major gift campaigns, prospective donors had trouble visualizing what would be possible should they contribute substantially to those projects. Virtual non-real imagery based on formal architectural renderings contributed to the ultimate success of those initiatives, and millions in charitable donations were raised. Read more in, “Virtual Tours Can Bring Campaigns (Back) to Life.”
But our nonprofit “feet” must also be grounded in being authentic. There are situations that call for sophisticated visual presentations, but also for less formal, short and timely videos. I suggest nonprofits make use of both. We must strike a balance, conveying professionalism as well as authenticity. Ultimately, nonprofits will want to share their missions, their success stories, their needs for funding, but they must inspire confidence in partners and donors in order to be successful. Balancing the video style “mix” should lead you there.
Creating a YouTube channel sounds daunting to many, however. My TechSoup Connect Austin presentation provides insights into how to get up and running on YouTube by making use of existing materials like slide presentations, converting them to video, which can then be uploaded to YouTube. Once uploaded, background music can be added thanks to the content “editor” and the YouTube audio library.
You can also access my video of the TechSoup Quad slide deck on my YouTube channel @CarolynAppleton.
A few additional hints not included in the slide deck, which were voiced during my “demo” include:
- I use iPhone videos, Adobe voice recordings and graphic design features, Microsoft PowerPoint and Google Slides for my videos. Today, there are other platforms that can help you create attractive videos. If you are interested in Microsoft and Adobe products, check out the TechSoup catalog. Discounts are available to nonprofits!
- One thing I like about YouTube is that it is very “shareable.” Everywhere.
- Whether it is YouTube or Facebook, steer clear of letting personal opinions influence your work on these powerful, global platforms. For example, getting off Facebook because of what you perceive to be the parent company’s politics could be a mistake. Constituents including donors will be seeking you out there, and if you aren’t present, you could miss out on an important “connection.”
- Housecleaning is important on every social media platform where you are active. Remove old videos and posts that are no longer conveying timely information. Or create a playlist specifically for older videos that you would like to keep up online. Change “featured” videos on your channel to keep your channel looking fresh and up to date.
- You can create playlists on your channel with videos from other organizations (if they are active on YouTube), to show you are partnering with them and/or approve of the content they provide. You can see how I have done this – and how I have “ordered” my playlists – on @CarolynAppleton.
- YouTube does occasionally change its rules, and laws do change. Unless you visit the backend of your channel occasionally via YouTube Studio, you may miss important “boxes” that need checking (or unchecking, as the case may be). Be vigilant.
- I am not an IT expert. I learned YouTube by simply giving a try! You do not need to pay someone to create videos for you, unless you want to do so. Give some of the many fun tools available today a try! I just tried the Instagram Edits app, and it is great fun and creates attractive short videos.
- In terms of managing your YouTube channel, I would suggest a seasoned professional who understands the proper “messaging” for your nonprofit be put in charge of all social media communications. Read more in, “Social Media: Mature Fundraising Professionals Make Ideal Managers.”
- Check out the YouTube Nonprofit Program.
- Have questions? Let me know by emailing. While YouTube may seem daunting at first, the nonprofit sector must become active on this influential platform. Society is moving toward video, and we need to move with it.
Best wishes for your fundraising and communications success! Get the good word out …
Carolyn M. Appleton
Carolyn's Nonprofit Blog 
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