Recently, a charity:water video was passed around HMA that left everyone at their desks dramatically taken aback.  The video is both inspired and inspiring. Fast paced, high contrast, bright colours, highly momentous music, a brilliant concept, human joy, a humble yet passionate front man, and of course - fulfilling a basic human need, water. 

New to this world of fundraising, but well versed in pop culture, I was acutely aware that while the cause is phenomenal, the success of the video lies beyond that.  It is not by coincidence that this video strikes a chord in everyone! The design, the images, the editing is meticulous; a well-crafted aesthetic with a stylistic appeal that is flawless but hard to put into words: it is just so cool.  Is that what makes me want to get on board?

To test my own theories of cool vs. the internet status quo I went to the online video mecca: You Tube.  My interest was to compare this video with other humanitarian/social justice causes PSA rating success on number of views. Recently, I have been following the Tck Tck Tck campaign, to which Oxfam, our client, is a contributor.   A  60-second advertisement featuring heartthrob Mexican actor Gael Garcia Bernal with people from around the world mimicking the ticking hand of a clock has been launched on the 100-day milestone until climate change negotiations begin at a vital United Nations conference in Copenhagen in December. The video is dramatic, serious and simple. The warning message about climate change is clear, frightening and powerful.

The charity: water September 2009 Campaign video pulls in at 114, 513 views.  Tck Tck Tck’s latest online campaign video (reminder: starring Mexican heartthrob) rings in at a mere 9,133. Posted only three days after the charity: water video, it is almost 100, 000 views behind. And Tck Tck Tck!!! pardon the pun- is a time limited blast campaign! Their goal is maximum exposure within a short time frame.

Many questions arise that are relevant to our work and our causes.  How do people view videos on YouTube? Are they searched for? Are they stumbled upon? It is through the organization’s list of subscribers? Are people (donors and prospective donors) following the work of the charities they support or in whose work they are interested to see if they are producing these types of videos? Are they advertised elsewhere? Is it word of mouth? Is it the appeal of the organization? The cause? Celebrity backing?

YouTube as source for online video has the potential to dramatically impact the fundraising and non-profit community.  The videos showcased here are an excellent way to create support, raise awareness, disseminate information and hopefully increase donor bases and funds raised.  We have to understand, as we deepen our involvement in the fully participatory online world, how our campaign videos can know the success of doglover199709, a YouTube phenomenon whose cover of Rhianna’s Disturbia (and there are more....) has now been watched bymore than 3.5 million people.