It's important that your organization's YouTube URL match your website's URL in case you ever promote your YouTube channel in print materials or in your e-mail signatures. For example, Big Cat Rescue:

www.bigcatrescue.org
www.youtube.com/bigcatrescue

Even if you don't plan on using YouTube immediately, sign up and grab that URL before someone else does!

Important: When signing up for your YouTube account, your "username" becomes your YouTube URL. So, in this example, Big Cat Rescue has the username "bigcatrescue".

2) Use your organization's logo as your channel's profile picture.

Odds are that if you are setting up a YouTube channel, your organization is probably already utilizing other social networking websites where your logo is our logo is your profile avatar. Make sure that your use of logos/avatars is consistent across all your social networking profiles. To Upload your logo, go to Account > Profile Setup. You will need a square version of your logo.

3) Limit the description of your channel to your mission statement or one paragraph.

YouTube is not about reading. It is about watching videos and social networking. Don't overwhelm your viewers with a lot of text. Keep your description limited to your sharpest, most condensed summary of your organization's mission and programs.

4) Use the colors of your logo to design your YouTube Channel.

Under My Channel > Themes and Colors > Show Advanced Option, enter the colors of your logo to brand your YouTube channel to match your logo and website design. Each color in your logo will have six-digits. If you don't know what they are, ask your website editor or graphics designer. Learn more about web colors via the 4096 Color Wheel.

5) Add keyword "Tags" to your YouTube Channel.

Under My Channel > Settings > Channel Tags, add keywords relevant to your organization's mission. "Nonprofit" and "Charity" are important tags, as well as your city and state. YouTube is now the second largest search engine in the world only after Google. Adding tags is very important!

6) Apply to the YouTube Nonprofit Program.

If your nonprofit has 501c3 status, then apply for YouTube's nonprofit program. After applying, approval can take up to 6 weeks, so it's good to get your application in sooner than later. Make sure you meet the "Program Requirements" before applying. After approval, your channel will be listed in the nonprofit directory, you will allowed premium design and branding options for your channel [including a Google "Donate Now" button], and an increased opportunity to be promoted on YouTube. Be realistic about that last perk - it's not likely! YouTube can only promote so many videos per day. You don't get on YouTube to go "viral" - you get on YouTube to expand and organize your use of video in your communications and development strategies.

7) Post comments on the "Nonprofit Organizations" YouTube Channel.

Individuals on YouTube use the Nonprofit Organizations YouTube Channel to find new nonprofits and causes to support. Make your organization stand out by posting wall comments on the Nonprofit Organizations YouTube Channel.

8) Subscribe to Agent Change: The YouTube Vlog for Nonprofit Organizations.

YouTube has a Vlog for nonprofit organizations called Agent Change. Make sure you subscribe so you can stay current with what is happening on YouTube in relation to the nonprofit sector.

9) Get subscribers by subscribing to other channels.

Do searches on YouTube for anything related to your mission and programs and start subscribing. The more you subscribe to other channels, the more your channel is out there on YouTube. This will eventually result in more exposure to your channel as well as new subscribers. If your organization is local or regional, search for your hometown and subscribe to channels that are in your area.

10) Get in the habit of sending "Friend Requests" on YouTube.

YouTube allows you to send friend requests in order to build your YouTube communities. Again, search YouTube by key words relative to your organization's mission and geographical location, and send those potential new supporters friend requests.

11) Allow your friends to post comments on your Channel Wall.

Whatever you do, don't disable the wall on your YouTube Channel! Channels that have disabled their wall have almost no activity. If you want to use YouTube only for uploading videos, then OK... but if you want to build community around your videos, then keep the wall. See Stanford University's Channel Comments as an example.

12) Send Friend Requests to the "Most Viewed" Channels.

These individuals/Channels are the Super Stars of YouTube. Make sure your organization is on their radar screen by sending them Friend Requests. See Most Viewed Channels.

13) Thank your "Subscribers" with Wall Comments.

If someone has subscribed to your YouTube Channel then that means they are very interested in learning more about your organization. These are you most dedicated supporters on YouTube. Post some form of "Thank you for subscribing to our YouTube Channel" on their walls!

14) Send friend requests and subscribe to "Reporters".

Make sure the press and the reporters are aware of your YouTube Channel. Send the friend requests and subscribe to Reporter Channels. Mostly likely your local news stations have YouTube channels as well, so search subscribe, and send friend requests!

15) Post your YouTube videos as "Links" on your Facebook Page.

Make sure your promote your YouTube videos via Facebook Status Updates. Post a brief message explaining the video and then attach the link to your video. Facebook will automatically generate a thumbnail image of your video to attach to the Status Updates. This is fast, simple way to increase your video and channel views.

16) Upload a "Channel Banner" to your YouTube Channel that links to your homepage or "Donate Now" page.

On YouTube first impressions of a nonprofit's channel design are very important so make sure you invest in a well-designed banner. If you are going to have the banner link to your "Donate Now" page, then add a "Donate Now" button to your banner. See the ASPCA's YouTube Channel as an example. The banner must be (maximum) 960px by 150px.

To upload a banner, you must first be approved for YouTube's Nonprofit Program and the go to My Channel > Branding Options. Those with advanced skills, can ad "Image Map Code" to have the banner link to multiple websites. See the Humane Society of the United States Channel as an example.

17) Upload a "Channel Side Column Image" to your YouTube Channel.

Again, you must first be approved for YouTube's Nonprofit Program to be able to upload a "Channel Side Column Image". Once approved, go to My Channel > Branding Options. The banner must be (maximum) 300px by 250px. See SFMOMA's Channel for an example.

18) Add a YouTube Tab to your organization's Facebook Page.

Involver.com allows you to install two of their basic Apps for free. After just a few clicks, your new YouTube Channel will appear as a Tab on your Facebook Page. See the Nonprofit Organizations YouTube Channel for an example.