Thousands of organizations across the US depend on fundraising to make an impact, from nonprofits and charities to universities and hospitals. If you need to up your organization’s funding, a series of heartfelt fundraising videos could offer the boost you need to tell your story, connect with your donors, and meet your campaign goals.
Learn more about the ingredients that go into successful fundraising videos and commercials below, from early preproduction to posting on social media, courtesy of a Rhode Island videographer.
The Power of Video Marketing for Fundraising
Americans gave nearly $600 billion to philanthropic causes in 2024 alone, and nearly 70% of those donations came from individuals, not corporations. If you want to capture the attention of those donors, video marketing could help you get on their radar.
Donors who watch fundraising videos are almost 50% more likely to donate after watching a video, while nonprofits that use videos generate 54% more leads than those that don’t.
When you consider that most non-profits see a 7:1 return on investment for fundraising videos, video marketing is a true no-brainer.
Storytelling: Your Secret Ingredient in Nonprofit & Charity Video Production
You know you need a video to drive donations. But how do you ensure that it makes viewers want to donate? When we make fundraising videos, we always rely on one key tool: Storytelling.
We’re hardwired to connect with stories. Harrowing or emotionally charged stories make our brains release oxytocin, the “love hormone” that helps us build trust and empathy. Impactful stories also drive us to action.
In fact, a 2015 study found that PSAs using storytelling techniques prompted the release of oxytocin and, in turn, led to more donations.
In other words, when a video makes viewers feel empathetic and shows them how an organization makes a difference in someone’s life, they’re more likely to give.
Tips for Nonprofit & Fundraising Video Production
Start With a Real Story
The most effective fundraising videos always focus on real people.
Whether it’s a patient explaining how a healthcare organization saved their life, a student grateful for a scholarship, or a pet parent gushing about their newly adopted fur baby, personal connections resonate. Instead of reading statistics or a case report, you can see and hear directly from the people affected.
In this fundraising video example for Xaverian Brothers High School, we focused on three different families impacted by the school’s scholarship program. Each storyline focuses on the personal challenges of students and parents, who explain in their own words how the XBHS scholarship fund changed their lives for the better.
Build an Emotional Story Arc
Most stories follow a basic three-act narrative structure:
- The Setup: Begins by illustrating the status quo and the problems the characters face.
- The Confrontation: Shows how the character confronts their challenges.
- The Resolution: The aftermath of the story, illustrating how a character’s life has changed.
In a fundraising video, following this story structure can help you demonstrate the problems your organization helps solve in your community and how it creates hope for a better future. Again, letting real people tell their true stories is especially powerful.
Capture Authentic Scenes
In our fundraising interviews, we like to pair one-on-one interviews with supporting footage of people in their daily routines.
Whether that’s a coach mentoring a basketball game or a volunteer playing with rescue pets, seeing authentic footage helps bring the story to life for viewers.
For example, in our video promoting the partnership between IRYS Trade School and the Safe Harbor Shipyard, we filmed students working on ships in a classroom setting and graduates at their jobs in the marina. The footage shows the real-world side of the collaboration and illustrates the impact it has on trade students’ lives.
Make Your Video an Event
At fundraising events and galas, a storytelling video can be an excellent way to set the tone for the evening.
When your guests can see real footage of what your organization does, and who it helps, it creates the perfect foundation for connection. Instead of hearing about it through speeches, they can see the impact firsthand. That visual element can prompt them to be a part of the movement by writing a check.
Post in the Right Places
Beyond in-person events, storytelling fundraising videos can also help you get the word out on social media. For example, 84% of Facebook users share their support for causes that matter to them, while nearly 60% of people who watched a nonprofit YouTube video went on to make a donation.
So, if you’re not already employing a social media marketing strategy, there’s never been a better time to start uploading and fundraising on YouTube, TikTok, Facebook, and other platforms. Make sure to use a combination of long and short-form videos.
If you can find the people who resonate with your cause, a well-timed fundraising video can show them the real people working behind the scenes, remind them why your work matters, and inspire them to make a difference by donating.
Create Your Fundraising Video with a Rhode Island Videographer
If you’re ready to create an authentic, emotional fundraising video that can resonate with the people in your community, McVeigh Media is here to help.
With over 25 years of industry experience, we’ve created fundraising and brand storytelling videos for organizations across New England, including nonprofits, hospitals, universities, schools, and private brands.
We’ll help you capture the real-world stories at the heart of your mission, and help your audience understand why your work truly matters. If you want to elevate your organization’s messaging with professional, impactful fundraising videos or commercials, contact us today to share your project with us.
We can’t wait to help you share your brand’s stories and raise more donations!
