The YouTube Nonprofit Program gives registered charities extra YouTube features, including Link Anywhere cards that link to any website and dedicated technical support. You join through a Google for Nonprofits account: sign in, find YouTube Nonprofit Program, click Get Started, and Google reviews the request in 2 to 14 business days.
Nonprofits often confuse two separate things here: the Nonprofit Program, which is for the charity's own channel, and YouTube Giving, which lets creators raise donations for a charity. They have different rules. Here's how both work, using YouTube's own help pages.
What the YouTube Nonprofit Program includes
YouTube's help centre lists these benefits for program partners:
- Link Anywhere cards. A special card type that can link to any external web address, so you can send viewers to a campaign, donation or volunteer page from inside your video.
- Help to grow. Guidance on using YouTube to understand your audience and increase your impact.
- Dedicated technical support. Help setting up your nonprofit channel.
- All standard creator features. Everything other YouTube channels can use.
Link Anywhere cards are the standout, because normal cards are limited in where they can point. If you haven't used cards before, my guide to adding cards to YouTube videos covers the basics.
Who's eligible
YouTube points to the Google for Nonprofits eligibility guidelines. In short, if your organisation has a Google for Nonprofits account, it's eligible for the YouTube Nonprofit Program, as long as the program is available in your country. You'll need:
- A Google for Nonprofits account for your organisation.
- A YouTube channel and its channel ID, and the channel should be easy to verify as belonging to your organisation.
How to join the YouTube Nonprofit Program
- Sign in to Google for Nonprofits with your organisation's administrative account.
- Find YouTube Nonprofit Program and click Get Started.
- Follow the steps and enter your channel details.
- Wait for Google's review, which takes 2 to 14 business days. You'll get an email when it's done.
One warning from YouTube's help centre: if you later change the channel linked to the program, the change is permanent, and all the nonprofit features move to the new channel. Pick your main channel carefully before you apply. If you still need to set one up, see how to make a YouTube channel.
YouTube Giving: fundraising with creators
YouTube Giving is separate. It lets eligible creators add a donate button to their videos and live streams so viewers can give to a nonprofit. YouTube says it covers the transaction fees, so the whole donation goes to the nonprofit.
| Rule for creators | What YouTube's help centre says |
|---|---|
| Subscribers | At least 10k |
| Monetisation | Channel must be in the YouTube Partner Program |
| Audience | Channel can't be set as made for kids |
| Location | Channel must be based in an available location, which includes the US, the UK and Canada |
| Live streams | Live Chat Donations has replaced Super Chat for Good |
So a charity with a small channel can't usually run its own fundraiser this way, but a creator with a big audience can raise funds for it. That's why many nonprofits partner with creators instead of waiting to grow.
What donors see
For supporters, giving is quick. They select Donate on the video or in live chat, pick an amount, choose a payment method and confirm. YouTube says the nonprofit and the creator won't see the donor's personal information, donors get an emailed receipt, and donations to nonprofits are non-refundable. In live chat, donors can tick a box to show their username, or give as Anonymous.
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For tax questions about a donation, YouTube points donors to its separate Donations Help Center rather than answering on YouTube itself. If you're the charity, it's worth putting a short line in your video description telling supporters where their receipt will come from, so nobody mistakes it for spam.
My verdict
If you run a registered charity, apply for the Nonprofit Program as soon as your Google for Nonprofits account is approved: Link Anywhere cards alone are worth it. Link the channel you'll keep long term, because switching is permanent. Then, instead of waiting until you're big enough for YouTube Giving, approach creators who already care about your cause and ask them to run a fundraiser for you.
Frequently asked questions
Who is eligible for the YouTube Nonprofit Program?
Organisations with a Google for Nonprofits account, in a country where the program is available. You'll also need a YouTube channel that clearly belongs to your organisation.
How long does YouTube Nonprofit Program approval take?
YouTube says Google reviews your request within 2 to 14 business days and emails you when the review is complete.
What are Link Anywhere cards?
A card type for YouTube Nonprofit Program partners that can link to any external web address, such as a campaign or donation page.
Is YouTube Giving the same as the YouTube Nonprofit Program?
No. The Nonprofit Program gives a charity's own channel extra features such as Link Anywhere cards. YouTube Giving lets eligible creators add a donate button to raise donations for a nonprofit.
Can a small charity channel use YouTube Giving?
Usually not on its own channel. YouTube Giving fundraisers need at least 10k subscribers and YouTube Partner Program membership, so many charities ask eligible creators to fundraise for them.
