As part of the new YouTube for Nonprofits, Google has integrated Google Checkout donation processing for organizations in the program. What this means is that if you are in the program, viewers will see a “Donate” button both on your channel page and when your video is playing in a standard page.

Here’s an example in the channel page:
24 Hours for Darfur Channel

Here’s an example on the standard video page:
24 Hours for Darfur standard view

If you are a 501(c)3 it’s a no-brainer to sign up. Why not?

What we don’t know yet is whether it will work. If a decent percentage of people who view a nonprofit video actually give, then we have a revolution on our hands. The viewers/donors might look similar to what we see on Facebook causes but we will wait until we have some real data before speculating further.

What we at See3 would like to propose to Google is an addition to their nonprofit program that could greatly enhance the value to organizations. We all know that a newsletter sign-up or advocacy ask is an easier ask than a donation. Imagine if next to the Donate button we had a “Join This Cause” button. And when a registered YouTube user clicked on it, the email address (and other info) of the user was transfered to the nonprofit. (Like with comments, the system could tell a non-registered user that they needed to register.)

Another approach — not as good for the nonprofits but maybe more acceptable to Google — would be more like the Facebook approach. Don’t give me their email, but connect me to them through the social network. I think there has to be something more than Subscribe — which they already have. There has to be a way to say, “I am a supporter, but this doesn’t mean I have to watch every video you produce all the time.” A one-click to Join would have the most benefit if it enabled the nonprofit to message the viewer on a regular basis beyond pushing out new videos.

Facebook has taught us that people will opt-in to support the cause far more than they will donate. You can see the evidence in the mostly small donation totals in the Causes application.

Maybe we can make this request to Google through out friends and partners at NTEN. What do you think Holly?