5 Things to Consider When Making a Video for Your Non-profit

Video is no longer a “nice-to-have” for non-profits. It has become one of the most effective tools for storytelling, fundraising, donor engagement, and community awareness.

Non-profit leaders are often asking the same questions: Is video worth the investment? What kind of video do we actually need? How do we do this without feeling exploitative or inauthentic?

This guide walks through what matters most when creating a video for your non-profit. We'll talk investment, strategy, what it means to have emotional depth, and ethical storytelling.

You Can’t Afford to Miss This Marketing Strategy

For non-profits, video is one of the few mediums that can educate, inspire, and mobilize volunteers or donors all at once.

A well-crafted non-profit video allows you to:

• Reach very specific audiences (donors, volunteers, partners, grant committees)

• Clearly communicate your mission and impact

• Build trust faster than text alone

Unlike traditional marketing materials, video meets people where they already are - on websites, social media, email campaigns, and fundraising events.

Think of Video as an Investment, Not an Expense

Don’t view video as a one-time deliverable. Expenses come and go. Investments last.

One mistake that I see many clients make is by making a high quality video piece, post it once, and then bury it immediately. Remember, it's highly possible that someone didn't see it the first time you sent it out. Repost. Repost. Repost. Always assume that there is still one person who hasn't seen it. You can use these videos in your email campaigns, outreach events, and more. Wherever you have an outlet, use it.. multiple times.

Think of video as a multiplier. You have the potential to reach hundreds, thousands, and so forth over the course of its deployment... all from a simple link in an email or social post.

Your Video Needs Emotional Depth

This is no surprise. I'm not here to state the obvious, but rather reframe how you think about emotional depth. Non-profit storytelling works because it connects people emotionally to real outcomes. But it doesn't all look the same. Think about how you want people to feel while watching. A common misconception is that non-profit videos must be tear-jerkers. That’s not true.

Emotional depth can also look like:

• Joy — celebrating progress, healing, or transformation

• Hope — showing what’s possible because of community support

People respond to both joy and sorrow when they feel authentic. What type of story are you trying to tell? How do you want your audience to feel?

People respond differently to joy or sadness, so it could be worth having one "joy" piece, and one "sorrow" piece.

The goal is to invite empathy. When viewers feel a genuine human connection, they are far more likely to engage, give, and share.

Start With the Type of Video That Fits Your Current Season

Non-profits don’t need every type of video at once. The most successful organizations start with one video that makes sense for where they are right now. Are you generally trying to drum-up support? Actively Fund-raise? Build a capital campaign? Set your goal and let that determine your messaging.

Plan ahead. Video Production takes time - so think about the deliverable date. Is your messaging evergreen, or is it time-sensitive? You'll want to ensure that you end up with a video that's current with your objectives.

One great way to keep current throughout the year is to create impact videos. These can be made as frequently as you desire, but it's a great quarterly release to pair with your newsletters.

What are Impact Videos?

Impact videos focus on one personal story - an individual or family affected by your work.

These videos:

• Put a human face to your mission

• Help donors connect their giving to real outcomes

• Are often used across websites, campaigns, and donor communications throughout the year

Recognize Opportunities, Without Becoming Opportunistic

This is one of the most important (and often overlooked) aspects of non-profit video production. There's a tipping point where the piece can feel a bit imbalanced, self-centered, or exploitative. Let's keep things ethical.

When telling someone’s story, it’s essential to remember:

• Their story belongs to them

• They are the hero of the story, and your organization is the humble conduit that go them where they are.

Ethical storytelling means respecting dignity, consent, and context. The goal is not to “use” a story, but to steward it responsibly. Stories can come from vulnerable places. It's not easy bringing some stories into the light. While you may feel that this story could really benefit you, you cannot force it into the world.

Make sure:

• The individual telling the story feels honored, not exposed

• The story is factual

• Audiences feel inspired, not manipulated

  
  

The strongest non-profit videos allow people to speak in their own words, at their own pace, without being overly scripted or shaped to fit a marketing agenda. It's not always going to be pretty or have all the non-profit lingo. A well seasoned editor will help make the story fit into the desired timeframe, without removing context.

Final Thought: Start With Intention, Not Production

It's important to remain clear about your objectives before you get started. Ask:

• Who are we trying to reach?

• What do we want them to feel, understand, or do?

• What story best represents our mission right now?

When you match intention with good strategy, video becomes one of the most powerful tools a non-profit can use.

Looking for a video production team that can do all of this? Contact us!

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