For several years, YouTube‘s nonprofit program has allowed organizations to raise money for their causes. Several humanitarian efforts, such as Darius Goes West, World Food Program, and Invisible People have used YouTube as a tool to raise money and spread awareness for their causes. All three of those organizations are profiled in the intro video for the nonprofit section of YouTube.

Previously, the tools available for nonprofit users have been geared towards those organizations that are attempting to raise money. Now, YouTube is diversifying its nonprofit tools by adding a campaigns feature, allowing users to reach a goal of video views rather than dollars raised.

In the age of Kickstarter, ‘campaign’ is a big buzzword, so it’s not surprising to see the leader in online video utilizing new types of campaigns. I expect this tool to be useful for a nonprofit like Khan Academy, which achieves a lot more from spreading knowledge than it does from donations.

The campaigns feature is one of many ways that YouTube is improving the coverage it gives nonprofits. It has also added live streaming and a prominent donate button, and last year found a great group of nonprofits in an installment of its NextUp contest. The site is doing its best to champion users who fight for human rights, and that truly is a good cause.

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