How to Use Video in a Fundraising Campaign: A Guide for Purpose-Driven Organizations

Fundraising isn’t just about dollars. It’s about belief.

Belief that your work matters, and that others should care enough to support it.

But belief is hard to build with bullet points. And most donors aren’t moved by spreadsheets.

They’re moved by stories. The kind that feel real. The kind that show, not just tell, what’s at stake.

That’s where video comes in.

Why video is so effective for fundraising

Video isn’t an add-on. It’s an accelerator.

When you’re asking people to give, you’re not selling a product. You’re asking them to trust you. To invest in something bigger than themselves.

That takes emotional clarity. And video gives you that.

It builds trust

People give to people. Not to logos or generalities. When you show someone’s real story, you invite empathy and belief.

It makes the impact feel tangible

Good video makes the work visible. You’re not just saying “this matters.” You’re showing why and how.

It supports the ask

At events, a video can soften the room. In digital campaigns, it increases engagement and conversions. It sets the emotional tone so the appeal doesn’t come out of nowhere.

It works everywhere

The same story-first fundraising video can be repurposed across platforms: live events, email appeals, social media, grant proposals, and donor follow-ups.

How to structure a great fundraising video

Yes, there is a formula. Persuasive video storytelling has a reliable shape. Here’s what we’ve seen work best:

Start with a real person

Not your executive director. Not a narrator. A person who’s been helped by your work. That’s the emotional core of the story.

Introduce the challenge

What were they up against? What was life like before your organization stepped in? Keep it honest. Not heavy-handed.

Show the turning point

How did your work make a difference? Let them explain it. The more natural, the better.

Affirm the mission

Pull back to show how this one story represents a larger impact. This is where a staff voice or callout can help connect the dots.

End with a clear opportunity

You’re not just raising awareness. You’re inviting action.

When and where to use your video

Before a paddle raise or live appeal

This is the moment to build emotional momentum. Show the video just before the ask, not too early in the program.

Embedded in an email

Keep your message short and personal. Let the video carry the emotional weight. Use a thumbnail that invites the click.

On your donation page

People will scroll before they give. A good video here can reduce hesitation and increase trust.

As part of your grant application

Some funders want hard data. Others want stories. A well-crafted video does both. It shows outcomes with heart.

On social, with shorter edits

Pull one or two powerful 15–60 second snippets from your full piece. Use captions. Use emotion. Invite people to give or share.

Examples from real campaigns

Children’s Home Association of Illinois

We created a short film for the Children’s Home Association of Illinois. It played right before the paddle raise at their gala. The room was quiet. Then the giving began. They broke their fundraising record.

Refuge Ranch

This was their first professional video. We told the story of a young man they serve and the deeper mission of transformation behind the work. The response: “This finally says what we’ve been trying to say.”

The Maddog Strong Foundation

We helped share the story of Maddie, an organ donor whose legacy now saves lives. The video drove engagement, media interest, and donor registrations.

FAQs About Fundraising Videos

How long should it be?

For live events, 2–5 minutes is ideal. For email or social, 30–90 seconds is often enough. Say one thing clearly and stop when you’ve said it.

Do we need a script?

No. In fact, we rarely use them. We guide real people through real conversations. That’s where the best moments come from.

Can we use the video in more than one way?

Absolutely. One of the first things we ask is where you’ll be using the video. We plan the project to fit multiple platforms from the start.

What if we’ve never done video before?

That’s okay. Most of our nonprofit clients come to us with no prior experience. We’ll guide you through every step and make it simple.

Want your fundraising campaign to resonate?

We can help you share a story that feels honest. That builds belief. That inspires generosity.

Not hype. Not guilt. Just truth, told well.

👉 Work with us

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