These cards allow creators to choose any “IRS-validated 501(c)3 public nonprofit organization” and the charity they pick will receive 100 percent of the money donated.
Nonprofits already had this option on their own videos, but now the creators of YouTube have an easy way to help out their favorite charities as well.
Using cards makes it easier to ask for these donations by calling more attention to the donation screen, without having to rely on wonky annotations or description box links. It’s also minimally invasive. While the window is a pop-up, you can click away to return to your video, or make a donation without ever leaving YouTube.
Currently, the program is only available to YouTube users in the US, but Google plans to open the program to more countries in the coming weeks and months so that “creators across the world can power nonprofits they care about.”
➤ Transform a view into a donation [YouTube Creator Blog]