Fundraising Video: Effectively Telling Your Story
The power of storytelling is undeniable–and it’s especially important when it comes to fundraising and nonprofit videos. A fundraising video is more than just a request for support—it’s an invitation to be part of something bigger. It’s your chance to tell a story that speaks to the heart, ignites passion, and inspires people to action.
In this post, we’re sharing what makes a fundraising video successful, from the key elements you need to include to the content strategies that can connect deeply with your audience.
What is a Fundraising or Nonprofit Video?
Simply put, a fundraising or nonprofit video is an engaging video used to raise money or support for a cause. In our world at Kim Brattain Media, it’s a powerful storytelling tool designed to inspire action and connection. The most effective videos go beyond facts and figures; they create a connection by sharing real stories of impact, challenges overcome, and lives transformed.
Whether it’s highlighting the story of someone benefiting from a nonprofit’s services or showcasing a community effort, a fundraising video can serve as an emotional bridge between an organization and its audience. A well-executed video can help create a sense of urgency and shared responsibility, moving people from passive observers to active participants in your cause.
Elements of a Good Fundraising Video
Creating a great fundraising video involves more than just telling a story—it’s about making your audience feel connected to your cause and inspiring them to take action.
Here are the key elements that make a fundraising video truly effective:
1. Emotional Connection
A successful fundraising video draws viewers in by forming an emotional bond. Highlighting personal stories, heartfelt testimonials, or impactful visuals allows your audience to feel the heart of your mission, making them more invested in your cause.
2. Clear and Compelling Narrative
Every great video has a focused, easy-to-follow story. Whether you’re highlighting an individual’s journey or showcasing a larger community effort, the narrative should clearly convey your mission, the difference you’re making, and how the viewer’s support can have an impact.
3. Strong Visuals and Soundtrack
High-quality visuals paired with a well-chosen soundtrack can help move your viewer and elevate your message. Stunning footage, along with music that aligns with the tone of your story, keeps viewers engaged and emotionally connected from start to finish.
4. A Focus on Impact
Viewers want to see the tangible results of their support. Before you close out your video with an “ask” for money or other support, you’ll want to make sure viewers understand the impact of your work–i.e. how their contribution can truly make a difference. Showcasing the tangible impact of your organization’s work, whether through results or testimonials, reassures viewers that their contribution is meaningful.
5. Clear Call to Action
Make sure your video ends with a strong, urgent call to action for your viewers. Whether you’re asking for donations, volunteers, or simply for viewers to share your message, be clear about what you need–and why it matters right now. When people understand exactly how they can help, they’re more likely to take the next step.
The Process for Developing an Effective Fundraising Video
Creating a powerful fundraising video requires a balance of storytelling, empathy, and precision. At Kim Brattain Media, we understand that the most effective videos do more than just highlight a cause—they connect with the audience on a deep, emotional level, inspiring action and support.
Our process for creating an effective fundraising video includes:
1. Pre-Production: All About the Details
Pre-production is the crucial phase where we lay the groundwork for your video, ensuring every detail is planned before the cameras start rolling.
Our process always begins with listening. Many of the individuals featured in nonprofit and fundraising videos come from vulnerable populations, and it’s important to honor their humanity throughout the project. We approach every story with care, patience, and a commitment to maintaining their dignity. This requires trust—from both the people sharing their stories and from the organizations we work with.
During the pre-production phase, we’ll ask questions tailored to your nonprofit’s mission and fundraising goals, such as:
- What is your organization’s background and what makes your cause unique?
- What are your primary objectives for the video? (Are you raising awareness, driving donations, or highlighting a specific initiative?)
- How will the video be used?
- What do you want potential supporters to feel or do after watching?
These questions help us align the video’s message with your mission, ensuring that it resonates emotionally with your audience.
Once we’ve clarified the vision, we move into organizing the production, including:
- Defining the project budget
- Writing the video script
- Developing a storyboard
- Planning specific shots and locations
- Selecting on-camera talent, voiceover artists, or interview subjects
2. Video Production: Bringing Your Fundraising Story to Life
With careful pre-production planning, the video shoot should now run smoothly and capture your mission.
On shooting day, your director, camera operators, audio engineer, and field producer arrive at the chosen location, ready to put the plan into action. Depending on the project’s scope, additional team members like makeup artists or actors may also be involved.
Though the groundwork has been laid, video production requires patience. It may take multiple takes, lighting adjustments, or other fine-tuning to capture the right emotions and tell the story in the most compelling way. But not to worry, our team will handle all of those details!
3. Post-Production: Refining Your Message
Post-production is the critical phase where we transform raw footage into a polished, impactful fundraising video. This stage involves editing the footage, refining interviews, and adding any final elements that enhance your message. This phase includes:
- Finalizing scripts based on filmed interviews
- Editing to ensure the story flows naturally and hits the emotional beats
- Sound design and mixing to create a rich audio experience
- Visual effects, color correction, and titles to ensure a professional finish
Each of these steps plays a key role in delivering a high-quality video that deeply connects with viewers and motivates them to support your cause.
5 Powerful Fundraising Video Examples
Looking for inspiration for your own fundraising video? Check out these powerful examples from our project portfolio, showcasing how storytelling can drive action. From heartfelt testimonials to impactful visuals, each of these videos demonstrates the unique ways nonprofits are using video to connect with their audience and inspire generosity.
1. The Big Picture Shorts Series
We auditioned teen actors to bring a series of healthy living and healthy habits videos to life, working with the non-profit Teen Health Connection to make sure our messages were impactful and accurate. The series featured videos written and performed by teens about subjects ranging from suicide and date rape to vaping and drugs. Some are funny, some are heartbreaking. We’re proud to share that this project received a Gold Telly award honoring excellence in video.
Our documentary, “The Making of The Big Picture”, which featured behind the scenes moments with the writers and cast, also won a Gold Telly in Social Impact and Silver Telly in Short Form Documentary.
2. Rooted for the Future
In this video, we followed the life-changing work of The Relatives in Charlotte, NC, which provides youth in crisis with transformational care. From the testimonials, our team reenacted their stories with actors to fully show the impact of how their lives were changed. The project was featured at the 2024 Charlotte Film Festival, and won two Telly Awards, a Gold in Documentary and Silver in Social Responsibility.
3. Great Pyrenees Rescue of Western North Carolina
After falling in love with the Great Pyrenees breed while in Europe, Charlie Fisher knew he had to make a difference for these dogs in the U.S. Starting his mission in Atlanta, GA, he eventually opened his own rescue in Claremont, NC. Since then, thousands of Great Pyrenees have been given a second chance at the healthy, happy lives they deserve. These heartwarming—and sometimes heartbreaking—stories show the incredible impact of his work.
4. VIA Health Partners Music Therapy Program
In this award-winning video, we showcase how music therapist Sarah Mumford collaborates with VIA Health Partners to create heartfelt songs in honor of loved ones. Through this storytelling piece, we highlighted the profound impact music therapy has on hospice and palliative care patients and their families, offering comfort and connection in ways few other therapies can. This video earned a Silver Telly Award in the category of Religion and Spirituality.
5. Freedom School Partners
This isn’t your average summer school! Freedom School Partners is changing the game for under-resourced students by tackling summer learning loss. We had a blast creating this video with the program’s youth, who were absolute rockstars! This video won a Silver Telly Award in the Children category.
Fundraising Video Production in Charlotte, North Carolina
Ready to inspire generosity and propel your mission forward? At Kim Brattain Media, we believe non-profit organizations deserve top-tier marketing like the rest of the world, even though they often don’t have big budgets. Let’s create an impactful film that captures the spirit and soul of your cause, connects emotionally with donors, and motivates them to give. Contact us today to schedule a complimentary consultation!
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