Key Tips For Nonprofit Fundraising Videos

A well-crafted fundraising video doesn’t just inform—it connects, motivates, and drives donations. Whether you're launching a year-end campaign or promoting a specific project, here are key tips to make your fundraising video truly effective.

1. Start With a Human Story

People give to people—not statistics.

Focus your video on one compelling story that represents the broader mission of your organization. Highlight a beneficiary, volunteer, or staff member whose experience brings your cause to life. Authentic emotion builds trust and connection far more effectively than facts alone.

Tip: Open with a relatable moment or challenge before explaining how your organization made a difference.

2. Show Impact Clearly

Use visuals that demonstrate transformation. Before-and-after moments, real interactions, and authentic environments are far more powerful than stock footage.

Consider including:

• Real program footage

• Volunteer action shots

• Community testimonials

• Brief on-screen statistics (kept simple)

Impact should be seen and felt.

3. Make a Clear, Direct Ask

Never assume viewers know what to do next.

End your video with a specific call-to-action:

• “Donate $25 to provide school supplies.”

• “Join our monthly giving program.”

• “Help us reach our $50,000 goal.”

Clarity increases conversions.

4. Use Emotion—But Stay Authentic

Emotion drives giving, but authenticity builds long-term trust. Avoid exaggeration or overly dramatic music that feels manipulative. Instead, focus on honest storytelling and real voices.

Support emotion with:

• Natural sound

• Genuine interviews

• Warm, hopeful tone

Hope is often more motivating than guilt.

A great non-profit fundraising video is about meaningful connection. When viewers understand the impact of their gift and feel emotionally invested, they’re far more likely to give.

Tell a powerful story. Show real impact. Make a clear ask.

And most importantly—remind people that their generosity can change lives.