In today’s digital age, the way nonprofit organizations reach out to potential donors has evolved dramatically. Fundraising videos have become a vital tool in raising awareness and driving donations. But what makes a fundraising video truly inspiring and effective?
On this page, our team here at Tideway Creative demonstrates the transformative power of storytelling, the diverse types of fundraising videos, the best practices for creating videos that leave a lasting impact, and showcases examples of successful fundraising videos that have propelled organizations to new heights.
Key Takeaways
Fundraising videos have the power to emotionally connect viewers and inspire action through storytelling elements.
Successful fundraising videos require considering length, visuals, sound design, and distribution channels for optimal impact.
Measuring success involves tracking key performance indicators (KPIs) and employing various analytics tools & feedback from audience members.
The Power of Storytelling in Fundraising Videos
Successful fundraising videos revolve around compelling storytelling. They effectively deliver the organization’s message while connecting viewers emotionally to the cause. Incorporating a narrative arc, relatable characters, and a distinct call-to-action can turn these videos into powerful tools for inspiring action and drumming up support for the organization’s mission.
Some of the best nonprofit videos, such as the Rainforest Alliance video and the Mama Hope video, effectively use nonprofit video storytelling to raise awareness and drive donations. These nonprofit video examples take viewers on an emotional journey, create relatable characters, and present a clear call-to-action that motivates viewers to become involved in the cause.
We’ll examine these aspects further.
Emotional Journey
A successful fundraising video has the ability to connect with its viewers on an emotional level. Emotions play a crucial role in bridging the gap between viewers and the cause, raising awareness, and motivating them to take action. Each video can convey a different emotional tone; for instance, the Macmillan Cancer Support video has a straightforward tone, while the Rainforest Alliance video takes a humorous approach.
With an effective script that stirs strong emotions, these videos leave a lasting impact on their viewers. For example, the Girl Effect and First Descents videos use powerful music to evoke emotions and resonate with their audience. The emotional journey helps inspire viewers to support the organization and spread the word about the cause.
Relatable Characters
Incorporating relatable characters in fundraising videos enables viewers to form a connection with the organization’s purpose. Videos such as the Cystic Fibrosis Trust video and the Robin Hood Foundation non profit video showcase real-life experiences of beneficiaries, highlighting the organization’s impact on their lives.
Authenticity is key in creating relatable characters. Personal narratives, such as those featured in the Alzheimer’s Society UK video, can be as compelling and engaging as larger-scale productions. Presenting the organization’s impact on real lives through relatable characters stirs empathy in viewers, spurring them to support the cause.
Clear Call-to-Action
A compelling call-to-action in a fundraising video plays a vital role in spurring viewers to contribute, volunteer, or raise awareness about the cause. Videos with distinct call-to-actions, such as the Alzheimer’s Society UK video and the Mama Hope video, have proven successful in inspiring action from viewers.
When crafting an effective call-to-action, organizations should consider the duration and structure of the video, as well as visuals, audio design, and distribution channels. A clear call-to-action not only encourages viewers to take immediate action but also helps them understand how their support can make a difference in the lives of those impacted by the cause.
Types of Fundraising Videos
Fundraising videos come in various formats, each serving a unique purpose in promoting the organization’s mission. The three main types of fundraising videos are explainer videos, testimonial videos, and campaign videos. These videos are designed to garner attention, enhance credibility, and motivate participation from supporters.
Let’s now examine each type more closely, identifying their unique features and objectives.
Explainer Videos
Explainer videos offer an informative overview of the organization’s mission, programs, and impact. They often use animation or graphics to effectively communicate complex information, making it easier for viewers to understand the cause. The use of animation allows for cost-effective production, as characters can be placed in any location without incurring additional expenses.
Examples of explainer videos, such as the video examples of Mama Hope and UNESCO, offer a unique perspective on various topics. The Mama Hope video provides a humorous take on Hollywood stereotypes of African men, while the UNESCO video elucidates the United Nations Conventions on the Rights of the Child. These videos establish a connection with viewers and effectively convey the organization’s narrative, inspiring them to support the cause.
Testimonial Videos
Testimonial videos feature personal stories from beneficiaries, volunteers, or staff members, showcasing the organization’s impact on real lives. These videos foster trust and credibility with potential donors, cultivating an emotional link to the organization. Authenticity is paramount in creating a successful testimonial video, as genuine stories resonate more with viewers.
Examples of testimonial videos include the “I am the Face of Cancer” campaign by the American Cancer Society and the “We Are the World” campaign by the United Nations. These videos highlight the personal experiences of individuals affected by the organization’s work, allowing viewers to connect with the cause on a deeper level.
Campaign Videos
Campaign videos promote specific fundraising initiatives or events, often using compelling visuals and storytelling to inspire viewers to participate or donate. These videos play a crucial role in engaging the audience and encouraging them to take action in support of the organization’s cause.
An example of a campaign video is the “High Jump Chicago” video, which was produced to support a fundraising campaign for the High Jump organization. The video uses engaging visuals and a clear call-to-action to encourage viewers to donate to the cause. By focusing on a specific fundraising initiative, campaign videos can effectively convey the importance of the cause and motivate viewers to contribute.
Best Practices for Creating Fundraising Videos
Creating an effective fundraising video involves considering factors such as length and format, visuals and sound design, and distribution channels. By following best practices in video creation, organizations can maximize the impact of their videos and drive donations.
In this part, we’ll delve into these best practices, offering insights on crafting a successful fundraising video.
Length and Format
A fundraising video should ideally be 2-6 minutes long, as this timeframe allows for a succinct narrative arc and captivating visuals that retain the audience’s attention. A clear narrative structure is essential for keeping the viewer engaged and ensuring that the message of the video is effectively communicated.
In addition to length, the format of a fundraising video plays a crucial role in its effectiveness. Explainer videos, testimonial videos, and campaign videos each serve unique purposes and require different formats for optimal impact. By tailoring the video format to the specific type of fundraising video, organizations can better communicate their message and inspire viewers to take action.
Visuals and Sound Design
Effective fundraising videos rely heavily on high-quality visuals and sound design. These elements not only enhance the overall appearance of the video, but also contribute to its emotional impact, making it more memorable and shareable.
For example, the Childline video content uses impactful music to evoke emotions and resonate with its young audience, resulting in nearly 1.5 million views on YouTube. By carefully selecting visuals and sound design, organizations can create a more engaging and emotionally resonant video that leaves a lasting impression on viewers.
Distribution Channels
Wide distribution of fundraising videos across multiple platforms is key to reaching a broader audience. Effective distribution channels for fundraising videos include:
Email marketing
Social media marketing (e.g. Facebook and Instagram)
YouTube
Website landing pages
Video distribution platforms like Vimeo and Wistia.
By leveraging multiple channels, organizations can ensure their video is visible to as many people as possible, increasing the likelihood of reaching potential donors and supporters. Some channels to consider include:
Social media platforms like Facebook, Twitter, and Instagram
Video sharing platforms like YouTube and Vimeo
Email newsletters and campaigns
Embedding the video on your organization’s website or blog
Analytics tools, such as Google Analytics or social media insights, can also be used to track the performance of video marketing and inform future campaigns.
Examples of Inspiring Fundraising Videos
To underscore the power of storytelling, relatable characters, and compelling visuals in crafting effective fundraising videos, we’ll consider some inspiring examples.
These videos showcase organizations that have successfully utilized various types of fundraising videos to drive donations and engage new donors during their fundraising events.
Example 1: FareStart
The FareStart Gala video, produced by Tideway Creative, tells an inspiring story of recovery and perseverance that successfully connected viewers to FareStart's mission and motivated them to take action. This video features Dani, a FareStart Adult Culinary graduate who, after dedicating herself to recovery and navigating FareStart’s rigorous program, secured a position working alongside two-time James Beard Award-winning chef, Edouardo Jordan, at his acclaimed Seattle restaurants, JuneBaby, Salare, and Lucinda Grain Bar.
Dani's story doesn't end there. She's now focused on her future, aiming to help others in recovery through her own powerful storytelling and reflection. The video's compelling narrative and portrayal of Dani's transformative journey were instrumental in FareStart’s 27th annual Gala, where over 2 million dollars were raised for their programs and students. This video serves as a testament to the power of storytelling in creating an impactful fundraising video that resonates with viewers and encourages them to support the organization’s cause.
Example 2: Lifelong
Our 2020 Lifelong virtual event video features:
James, a heroic volunteer driver, sharing his personal experiences with the organization
Showcasing the impact of Lifelong's programs on real lives
Highlighting individuals who have benefited from the support provided by Lifelong, an organization dedicated to empowering people living with or at risk of HIV and/or other chronic conditions to lead healthier lives.
The authentic story of James, one of their dedicated volunteers, resonates with viewers, fostering trust and credibility with potential donors. By showcasing the organization’s impact on real lives, the video helps create an emotional link to Lifelong and encourages viewers to support their cause.
Example 3: Recovery Cafe
The "Recovery Cafe: Serving Through the Pandemic" campaign video, produced by Tideway Creative, highlights the organization's resilience and commitment to serving its community throughout the challenging times of the pandemic. Filmed over a couple of days in late 2021, the video provides a glimpse into the day-to-day operations at the cafe, showing that, despite the need for masks and other safety measures, the cafe's services continue unabated.
The video effectively communicates the organization's mission of providing a safe, stable, and nurturing environment for individuals recovering from addiction and other traumas. By focusing on the cafe's innovative response to the pandemic, this campaign video effectively conveys the importance of their work and motivates viewers to support their cause. The engaging visuals and clear call-to-action make it easy for viewers to understand how their support can make a difference in the lives of those impacted by the organization’s work.
Example 4: Volunteers of America
This project with the Volunteers of America tells the inspiring story of the Tchaikovsky family who bravely left Ukraine in search of peace in the United States. Volunteers of America Western Washington welcomed the Tchaikovsky family with open arms and continues to provide them, along with numerous other refugee families in Washington State, with necessary resources such as clothing, food, and housing. This video is a powerful example of a successful fundraising video. It effectively utilizes storytelling to connect with viewers on a personal level, showing the real-life impact of the organization's work. The story of the Tchaikovsky family serves as a relatable narrative that inspires empathy and action, encouraging viewers to contribute to the cause and make a real difference in the lives of refugees.
Frequently Asked Questions
What are the 4 P's of fundraising?
The 4 P’s of fundraising, as outlined by GiveGab, are passion, persistence, philanthropy and people-focused.
Incorporating these key elements into fundraising can help create successful campaigns that engage donors and provide ongoing support to the cause.
What is the number one rule of fundraising?
The number one rule of fundraising is to remember that people give to people; establish a genuine connection with potential donors.
Making a personal connection with potential donors is essential for successful fundraising. Show them that you understand their needs and that you are passionate about the cause. Explain why their donation is important and how it will make a difference.
How do I make a donation video?
To create a successful donation video, craft an elevator pitch, get specific about your campaign, utilize storytelling and keep it short, be authentic, and include a clear call-to-action.
Craft an elevator pitch that quickly and concisely explains the purpose of your campaign. Get specific about the details of your campaign and how it will help the cause. Utilize storytelling to make your video more engaging and memorable. Keep the video short and to the point. Be authentic.
What is the key to creating a successful fundraising video?
The key to creating a successful fundraising video is to craft a compelling story, create relatable characters, and include a clear call-to-action.
This will motivate viewers to support the cause.