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!

PLEASE NOTE: 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 configured to be your profile image. Your logo has never been more important or more valuable than in this era Web 2.0 and if you've been utilizing Web 2.0, then it likely already has brand recognition amongst your online supporters. Continue building that brand by making your logo - or a variation there of (88 pixels by 88 pixels) - your YouTube channel's profile image. To Upload your logo, go to Edit Channel > Personal Profile.

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

YouTube is about reading... it is about watching videos and social networking. Don't overwhelm your viewers with text and keep your description limited to your sharpest, most condensed summary of your organization's mission and programs. To add a description, go to Edit Channel > Personal Profile.

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

Under Account > My Channel > Channel Design you will see pre-coordinated color themes across the top that you can choose from. Since you are using your logo as your channel's profile image, use the colors in your logo instead. Each color in your logo will have six-digits. If you don't know what they are, ask your web or graphics designer. Learn more about the [4096] Color Wheel. See the Harvesters YouTube Channel for an example of good use of color.

5) Upload a back ground image: 1280 pixels in width, 1024 pixels in height.

If you have the capability to design a background image, create one [in Photoshop] that is 1280 pixels in width and 1024 pixels in height. Don’t put graphics in the centered 900 pixels. Again, view Harvesters YouTube Channel and right-click the background and save it to your desktop to view a simple example of a background compatible with YouTube. After you have uploaded the background, make sure you select "Yes" to "Repeat Background Image."

6) Apply to the YouTube Nonprofit Program.

If your nonprofit has 501c3 status and is correctly listed in Guidestar.org, 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 just start subscribing 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 just like on MySpace. Make sure you send friend requests to Nonprofit Organizations, Colleges & Universities, and Small Businesses, and then search YouTube by key words relative to your organization's mission and geographical location, and start sending friend requests in order to build a community of "Friends" on YouTube.

11) Post "Channel Comments" on your friend's Walls.

Again, just like on MySpace, after someone accepts your friend request on YouTube, post a thank you/introduction comment on their wall. See "Nonprofit Organizations" for an example.

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

Whatever you do, don't disable the wall on your YouTube Channel! Web 2.0 isn't about control... it's about building online community and allowing your friends to engage around your mission and videos. Channels that have turned off 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.

13) 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.

14) Get creative with your Tagging!

For example, let's say your an animal advocacy organization. The most common tags would be "nonprofit Organization animals save help". Get a little more creative: "mean people animal cruelty spay neuter dog fighting puppy mills feral cats san francisco california". Get the idea? Most people find videos on YouTube by searching for them. M<ake sure your videos pop-up above the rest by using lots of creative Tags.

15) 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!

16) 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!

17) Add the YouTube Video Box App to your Facebook Page.

The YouTube Video Box App allows you to import your videos on YouTube to the "Boxes" Tab on Facebook Pages. This will increase exposure to you YouTube channel and videos inside of Facebook, but only minimally. Unfortunately, this App can not be moved to the home view of your Facebook Page.

18) Post your YouTube videos as "Links" on your Facebook Page to maximize Facebook exposure.

One of the best ways for your organization to get exposure in News Feeds on Facebook is to use the Links App on your Facebook Page. Using the App, link to you YouTube videos to increase video and channel views.

19) Add the YouTube Favorites App to your MySpace profile.