Mission-first strategy
Topics and formats that connect the organization's work to what people care about and search for.
236K+ views for a US non-profit.
A YouTube channel that brings a non-profit's mission to new people every day: 236K+ views and 22.7K hours of watch time in the last 12 months, with nearly half of the audience in the United States.
ClientUS non-profit organization (name under NDA)
ScopeYouTube channel management
Result236K+ views in 12 months
Audience47.5% in the United States
236K+views in the last 12 months
22.7Khours of watch time, up 11% on the year before
+74%more new subscribers than the previous 12 months
75%of watch time from people who weren't subscribed yet
The challenge
Non-profits need awareness, trust and new supporters, usually without a big advertising budget. Social posts disappear in a day. The organization needed a channel that keeps introducing its mission to new people month after month and gives them a reason to stay and watch.
Our approach
We run the channel as a steady, mission-first media program: stories and explainers people actually want to watch, packaged so YouTube can recommend them, published on a regular schedule. The result is a library that works every day, not a one-off campaign.
Who watches
47.5%of views from the United States, the organization's home market
5.7 minwatched per view on average: people stay for the story
54%of viewers aged 25–54, the age of active donors and volunteers
Globalviewers in the UK, Canada, South Africa, India and beyond
What we do for the channel
Story-driven video
Stories and explainers that hold attention for minutes, not seconds, and leave viewers knowing the mission.
Titles & thumbnails
Packaging that earns the click from new viewers, who bring 75% of the channel's watch time.
YouTube SEO
Metadata and channel structure that help YouTube and Google show the videos to the right people.
Steady publishing
A consistent schedule that keeps views steady all year instead of spiking around one campaign.
Analytics & reporting
Clear monthly reports on reach, watch time and audience, so the board sees what the channel delivers.
Why YouTube works for non-profits
Every minute someone spends watching your story builds familiarity and trust, the same things that turn strangers into donors and volunteers. A channel with 22.7K hours of watch time a year is thousands of hours of people getting to know your mission, and the library keeps working long after each video goes live.
Running a non-profit?
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