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To cite this article: Richard D. Waters & Paul M. Jones (2011) Using Video to Build an Organization's
Identity and Brand: A Content Analysis of Nonprofit Organizations' YouTube Videos, Journal of
Nonprofit & Public Sector Marketing, 23:3, 248-268, DOI: 10.1080/10495142.2011.594779
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Journal of Nonprofit & Public Sector Marketing, 23:248268, 2011
Copyright Taylor & Francis Group, LLC
ISSN: 1049-5142 print/1540-6997 online
DOI: 10.1080/10495142.2011.594779
RICHARD D. WATERS
School of Management, University of San Francisco, San Francisco, California, USA
PAUL M. JONES
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248
Enhancing Organizational Identity With YouTube 249
INTRODUCTION
ences with the organization, the mission and activities of the organization,
and its success stories (Cliffe & Motion, 2005).
Success stories have been a key component of strategic communica-
tion efforts for years. Ranging from public addresses to civic groups and
casual conversations to one-way communication outlets like annual reports,
brochures, and websites, these stories demonstrate the impact of the orga-
nization and enhance the publics feelings of trust toward the organizations
leaders (Courtright & Smudde, 2009). These traditional forms of organiza-
tional communication have helped shape how people perceive organizations
for years; however, as marketing and public relations move toward a philos-
ophy of relationship development with their stakeholders, the public expects
more information from the organization.
While pictures help reinforce the words and content of identity-oriented
messages, Brown (2005) suggests that the creation of organization videos
may be the most powerful methods of creating a strong mental impres-
sion of the organization in the publics mind. Videos enhance the publics
impression of the organizations products or services, put a human face
on the organization, and ultimately build the brand. The three Vs of
communicationverbal, vocal, and visualare brought together in the
video form so that an audience is impacted on multiple communication
fronts. These three characteristics of communication were found to have
the strongest effect on recipients of the message in terms of remembering
the key messages (Mehrabian & Reed, 1968; Mehrabian & de Wetter, 1987;
Hall & Schmid Mast, 2007). Studies have found that sound video productions
cannot ignore any of the three Vs of communication without risking losing
the audiences interest (Holbrook & Batra, 1987). Hamilton (2011) reiter-
ates the importance of holistic communication with video but notes that the
three Vs are not the only characteristics that impact an audiences recollec-
tion of the videos message. Additionally, the words, the tone of the speaker,
and the imagery work together to form lasting images in the viewers mind
(Lunsford, 2006).
250 R. D. Waters and P. M. Jones
2010). The spread of broadband, the increased use of social networking and
status update sites like Facebook and Twitter, and the ability to embed and
link to YouTube videos by untold numbers of websites have all contributed
to the surge in online video watching.
Nonprofit organizations are capitalizing on the YouTube phenomenon
by creating videos to reinforce awareness of their programs and services,
promote their fundraising efforts, and shape their organizational brand and
identity. Videos have even been used by nonprofit organizations to recruit
volunteers for online and offline activities and to broadcast special events
and recorded board of directors meetings.
While the scholarly community has examined nonprofit organizations
use of public service announcements, advertisements, and documentaries
to promote their efforts, little is known about how nonprofit organizations
are using YouTube and other online video-sharing sites beyond anecdotal
evidence. The purpose of this article is to help fill that void by examining
how content and style are used by nonprofit organizations in their YouTube
videos to shape their organizational identity. Through a content analysis
of the top 100 nonprofit YouTube videos of 2009, the research provides
benchmark numbers for understanding how organizations are using video
as well as makes recommendations for nonprofits on how to maximize their
videos potential.
LITERATURE REVIEW
Organizational Identity
Scholars have defined organizational identity as the central, distinct, and
enduring aspects of an organization (Albert & Whetten, 1985), and marketing
and public relations have come to embrace the concept as a key driver of an
organizations brand (Balmer, 2002; Whetten & Mackey, 2002). Rosson and
Brooks (2004) defined the concept rather simply as the way an organization
Enhancing Organizational Identity With YouTube 251
views itself and how it would like others to view it. While research has
acknowledged that an organizations identity is partially negotiated by the
interactions and experiences inside the organization (Sha, 2009), it is largely
shaped by the strategic communication and interactions with an organiza-
tions stakeholders (Rowden, 2004; Hatch & Schultz, 1997). With nonprofits,
this includes clients, volunteers, donors, and the community at large. The
identity that is presented helps shape the perceptions of the organization
and create a brand that helps cement the organization in the publics mind
(Alessandri, 2001; Diamond, 1998).
For the nonprofit sector, organizational identity should largely be driven
by the guiding mission and vision of the organization (Alessandri, 2001).
However, Aust (2004) noted that there are elements of organizations that
serve as distinctive characteristics that help separate them from their com-
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petitors and that these characteristics, which may range from program and
service delivery to something as simple as color schemes and logos, also
help shape the brand and identity of an organization. These characteristics
may be observed through the work being completed in the organizations
name and how it engages with its stakeholders, both inside and outside of
the organizations workplace (Rowden, 2004).
An identity generally is not created solely using mediated messages, but
organizational communication and mass media certainly influence how orga-
nizations are perceived. Nonprofits have complete control over the content
of their printed collateral, such as annual reports, brochures, and newslet-
ters, as well as their websites; this control allows them to influence how
outsiders view the organization and deflect any existing or potential criticism
directed toward their programs and services, governance and management,
and connected individuals (Bostdorff & Vibbert, 1994).
Given the comfort of being in control of shaping the organizations
brand and identity, research has shown that strategic communicators are
often uncomfortable when facing the reality that the media play a more sig-
nificant role in shaping how organizations are perceived (Morsing, 1999).
When under media speculation either as a result of an investigation or a
crisis, the aspects highlighted by the media quickly overshadow the iden-
tity that the organization has worked to create (Meijs, 2002). However,
organizations that work with the media and convey feelings of trans-
parency, accountability, and social responsibility are likely to bounce back
and have their identity largely withstand the media scrutiny (Howard &
Mathews, 2006).
Flanagin and Metzger (2001) has proposed that the Internet has shifted
the power slightly away from the media in creating short term damage to
an organizations identity because it has the ability to create its own mes-
sages and send them directly to their stakeholders rather than going through
the media to convey its messages. Aust (2000) suggested that the organi-
zation recognize how it is already perceived and then shape that identity
252 R. D. Waters and P. M. Jones
(p. 530) using the Internet to connect directly to their audiences. Given the
increasing dominance of Internet usage in the daily lives of the American
public, nonprofit organizations need to understand how to use it to maxi-
mize the impact of their branding and identity-development efforts (Hogg &
Terry, 2001).
Although a newer concept than traditional webpages, social media
sites, such as Twitter, Facebook, and blogs, are playing an even more sub-
stantial role in organizational identity development (Rindell & Standvik,
2010). However, images of the brand and organizational identity in the
social media realm are largely shaped through conversations and interac-
tions with individuals outside the organization through shared information
and word-of-mouth efforts.
An organization, however, should not fear the loss of control in
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regard to its brand and identity because of social media; instead, Brickson
(2005) encourages organizations to fully embrace social media and tap into
its power. Through frequent updates to the organizational website and
maintaining an open blog, organizations are able to engage directly with
stakeholders. The ongoing conversations created by social media enable the
nonprofit to highlight particular aspects of the organization and still work to
persuade and shape how it is perceived (Coupland & Brown, 2004). While
text-based conversations are a significant way to develop an organizations
reputation and build its brand, combining words with a visual element sig-
nificantly enhances the identity (Young, 2001). While Boyle and Parry (2007)
encourage organizations to use videos to build the image, sharing that video
on social networking sites and then having conversations with those who
view and comment increase the reputational yield.
their videos with multiple goals in mind; while the primary purpose of
the video may be to raise the organizations visibility and create a lasting
image with the audience, it should also help serve practical everyday pur-
poses, such as raising funds or increasing volunteer support. Kardas (1993)
felt that nonprofit videos primarily served four main purposes: educate and
inform the public about the mission and programsservices of the nonprofit,
entertain the audience, increase the viewers level of personal involvement
with the organization, and inspire the audience to change the world. With
these purposes in mind, the researchers created the first studys first research
question:
The content of these videos can vary significantly based on the style of
the video and its intended purpose. Practitioner handbooks offer a variety of
suggestions on particular types of content that have proven to be successful
for identity building efforts. These suggestions include, but are not limited
to, inclusion of client success stories, endorsement from well-known indi-
viduals, the use of humor and emotion, reiterating the nonprofits pressing
issues, and newsworthy content that taps into the issues of the organizations
community (Landen, 2005). To better understand how nonprofit organiza-
tions are illustrating their brand and identity, the studys second research
question was created:
RQ3: How are nonprofit organizations using YouTube and their organi-
zational videos to engage their stakeholders?
Enhancing Organizational Identity With YouTube 255
METHODOLOGY
RESULTS
Nearly 90% of the videos incorporated people into the videos (n = 87).
The 13 videos that did not have humans consisted of presentations of art-
work from cultural organizations and images of animals and environmental
scenes from conservation organizations. In terms of people highlighted in
the videos, the clients or users of the nonprofits programs and services
were highlighted most (n = 52). Celebrities were the second most com-
monly highlighted group of individuals (n = 48). Internal members of the
nonprofit organization were less likely to be featured in the videos; however,
when they were, staff members (n = 21) were featured more than volun-
teers (n = 9) and members of the board of directors (n = 6). Interestingly,
celebrities were more often shown providing testimony and praise for the
nonprofits (n = 27) than being highlighted quietly in the video (n = 21).
Staff members were shown speaking in two thirds of the videos that fea-
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tured them whereas volunteers and clients spoke in YouTube videos, 44.4%
and 23.1% of the time, respectively. Members of the board of directors
were featured in only six videos and largely were shown in background
shots as only one video featured a board member actually speaking in
the video.
The final research question looked at how nonprofit organizations
were using their YouTube videos to engage with their audiences. As dis-
cussed earlier, the videos had an average viewership of 872,556 times
(SD = 1,051,017.3). The built-in comment feature is an important ele-
ment of engagement because it provides an opportunity for viewers to
comment and ask questions about the videos content immediately after
watching it. Only three of the 100 nonprofit organizations had this fea-
ture disabled. The remaining 97 organizations welcomed viewer comments,
and their most viewed videos had an average of 2,219 comments, which
ranged from a minimum of two views to a maximum of 61,507 comments.
Despite allowing viewers to comment, the nonprofits did not perform well in
responding to their comments and questions. Upon searching the comments
of the 97 videos, only 25 organizations responded to viewer comments or
answered their questions.
Although only one quarter of the sample engaged in conversation
through the comment stream on their YouTube channel, it was significantly
higher than the number of organizations that provided the organizations
phone number in the video (5%) or asked the viewers to connect to the
organizations on social media accounts (4%). The videos were more likely
to refer to the organizations website (56%) though research has shown that
organization websites are largely virtual brochures rather than sources of
virtual interaction.
The final measure of engagement centered on Jarobes (2009) sug-
gestion that videos include either an online or offline call to action for
specific behaviors. Of all forms of engagement, nonprofits were most likely
to encourage viewers to share the video with others by sharing the link
Enhancing Organizational Identity With YouTube 259
(n = 37). Fifteen videos specifically asked for feedback on the videos and
the organizations. The next most common calls to action was in the form of
providing information on volunteerism and encouraging people to contact
the organization about volunteering opportunities (n = 11) and donating
to the organization (n = 9). Other calls for action included contacting leg-
islators on behalf of the organization (n = 5) and signing online petitions
(n = 4).
A summary table has been provided to recap the studys findings based
on the videos ratings. SPSS was used to break the videos into three roughly
equal groups based on their collective YouTube rating. The low rating group
represents all videos with ratings that averaged 4.49 and below. The middle
tier represents videos with an average rating of 4.5 to 4.99, and the top
tier represents those videos that maintained a perfect 5.0 rating by YouTube
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DISCUSSION
The results of this content analysis project indicate that nonprofit organi-
zations are primarily using their YouTube videos to inform and educate
viewers about their missions, programs, and services. While the videos also
occasionally discuss the organizations advocacy, volunteering, and fundrais-
ing efforts, nonprofits relied on the strength of their programs and services
to help build their identity. Nonprofits were more likely to use outsiders
words and stories to help build their image rather than using the individuals
who help deliver the programs and services. Despite having large numbers
of views and comments for the videos, nonprofit organizations were not
living up to their potential in terms of engagement. Nonprofit organizations
must take Jarboes (2009) advice and move their online audience to offline
action by asking them to participate in specific activities especially since
there is evidence that younger generations in particular respond positively
to behavioral requests made through well-made, meaningful digital videos
(Leppniemi, Karjaluoto, Lehto, & Goman, 2010).
Young (2001) introduced organizational identity in nonprofit manage-
ment scholarship and encouraged others to explore the complex concept.
In explicating the concept, Rosson and Brooks (2004) felt that organizational
identity is defined by two key components: who are the nonprofit organi-
zations stakeholders and what can the nonprofit do for those stakeholders.
The topics presented in the most viewed nonprofit YouTube videos indicate
that a nonprofits identity touches many different stakeholders. Although the
videos most often discussed the impact of programs and services on clients,
nonprofit videos also touched upon donors impact on fundraising cam-
paigns, volunteers efforts to help deliver programs, and advocates work
260 R. D. Waters and P. M. Jones
TABLE 1 Summary of the Studys Main Video Characteristic Variables Broken Down by the
Average Rating of the Top 100 YouTube Videos
Professional appearance 12 40 25
A title screen 9 20 11
Closing credits 11 33 12
Discussion about 1 7 3
nonprofits successes
Nonspeaking celebrities 2 12 6
Speaking celebrities 2 15 10
Nonspeaking board 0 1 0
members
Speaking board 0 3 2
members
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Nonspeaking staff 1 2 4
members
Speaking staff members 3 7 5
Nonspeaking volunteers 2 1 2
Speaking volunteers 2 2 0
Nonspeaking clients 2 18 18
Speaking clients 1 8 3
Organizations logo 10 30 14
Organizations phone 0 4 1
number
Organizations website 9 31 15
Organizations social 1 3 0
media presence
Video footage of 3 10 15
organizations
programs and services
Solicitation for a 1 7 1
donation
Discussion about 3 10 3
volunteer
opportunities
Emotional scenes 9 34 25
Statistical reports 6 23 7
Requests for feedback 3 10 1
from the audience
the analysis of the most viewed video from each of the top 100 nonprofit
channels provides insights into what types of information audiences are
seeing most often. In that regard, the nonprofit organizations do appear
to have the right focus by highlighting the good that they are doing for
the community and their clients. However, nonprofits should not neglect
telling the success stories that they have in other nonprofit management
realms. Highlighting volunteers, corporate and foundation funding partners,
and even presenting information about advocacy efforts in the form of video
help provide a more well-rounded view of the organization that enhances
the overall impact of its identity. While no one should fault the organizations
for highlighting their programs and services, organizations must think how
this medium will fit in with its entire communications package.
Creating a YouTube channel provides a significant outlet for nonprofit
organizations. If they were to create a video that was shared virally through
its external stakeholders, the videos audience has the opportunity to browse
other videos after watching the initial video to learn more about the organi-
zation. This appears to be an idea that the most-viewed nonprofit YouTube
channels follow as they have an average of 31.2 videos (SD = 17.8). Using
multiple videos to help build the organizations identity can be a valuable
strategy for nonprofits to consider. Just as no single piece of printed collateral
or single face-to-face conversation will make an organizations identity, nei-
ther will a single video; but, as the role of online video continues to increase
in educating the general public, YouTube videos cannot be ignored.
To create powerful videos that help strengthen the publics opinion of
the organization, nonprofits need to follow some basic rules to help create
effective videos that strengthen their organizational identity. The first rule is
one that the sampled videos do well; they must tell a story. Hamilton (2011)
stresses that this does not mean that organizations have to create fictional
anecdotes, but they should develop videos that have a clear beginning that
introduces a problem or situation, a middle that builds up to a climactic
scene, and a conclusion that wraps everything up for the situation discussed
262 R. D. Waters and P. M. Jones
The sixth and final rule of making good YouTube videos from an orga-
nizational perspective is to simply be genuine (Goodman, 2003; Hamilton,
2011). References to the mission statement, programmatic success stories
from clients, and praise from celebrities certainly helps enhance how an
organization is viewed. But one of the most important ways that YouTube
videos help build an organizations identity is that the video brings the
organization to life in a way that printed collateral and other marketing
communications cannot. The success stories and interviews with clients and
staff create a personality for the organization. Audiences can tell when an
individual is truly happy and satisfied with their involvement with an organi-
zation when theyre interviewed in a video. Warm, smiling faces and genuine
satisfaction that stems from being involved with the organization provide the
finishing touch on solidifying a strong organizational identity.
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CONCLUSION
Future Research
Because this is a new line of research for foundations and for nonprofit
organizations in general, future studies have a plethora of possibilities to
explore the sectors publicity efforts. Because photographs are most often
used in conjunction with other information subsidies, it would be interest-
ing to examine publicity photos in context with their accompanying press
releases and media kits. It would also be fruitful to examine how often these
information subsidies were actually used by media outlets; this could further
demonstrate whether sending publicity photographs over wire services is
worth the investment of time and money.
This study has introduced a variety of new research ideas on non-
profit organization communication patterns and video incorporation. While
the analysis provided initial benchmarking numbers for the current use of
the purpose and content of nonprofit videos, future analysis could deter-
mine if these trends remain stable over time and could be further examined
to determine if there are variations among the subsectors. A deeper level
of research, perhaps through qualitative inquiry, is needed to understand
strategic communicators attitudes toward YouTube videos and viral market-
ing; this analysis could provide insights into why nonprofit organizations are
using videos the way that they are. Finally, because YouTube is just one of a
handful of social media applications, it would be helpful to determine how
videos fit in with the nonprofit organizations social media repertoire as well
Enhancing Organizational Identity With YouTube 265
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