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Call to Action: new feature on YouTube for non-profits

This week, YouTube launched a new “Call to Action” feature for nonprofit partners, which allows them to use InVideo overlays to drive traffic to an off-YouTube web page, where they can collect signatures, email addresses, or even donations.
To pilot test the feature, YouTube placed a video supporting charity:water on its homepage last Sunday, featuring an overlay encouraging YouTube users to donate money to the cause. In that one day, charity:water received a whopping $10,000 from YouTube viewers. Granted, the fact that the video was featured on the homepage clearly had a huge impact on the turnout, but the success of the new Call-to-Action ads is likely going to be a boon for many non-profits.