Appeal Videos, Capital Campaign Videos, and Gala Videos That Inspire Generosity
A great fundraising video does more than explain your mission—it helps donors feel connected to it. Whether you're planning an annual gala, capital campaign, year-end appeal, or other fundraising campaign, a compelling story can help supporters connect with your mission and inspire generosity.
Fundraising videos often fall into one of two categories:
1) Appeal Video
If the video is meant to stand on it’s own, it often has an ask or call to action at the end, as seen in the example below.
Choose an Appeal Video if:
You're sending people directly to a donation page.
You need a strong call to action.
Your audience may never hear a live speaker.
2) Event Fundraising Video
If the primary use of the video is to be shown at a gala or other fundraising event, then the ask usually comes later in the program, and the purpose of the video is simply to highlight the real-world difference that your organization makes. It is designed to evoke emotion and inspire action, but without a hard ask. Watch the video below to see an example.
Choose an Event Fundraising Video if:
You're showing it during a gala or luncheon.
A speaker will make the ask afterward.
You want to emotionally inspire people to give.
Our Approach
Great fundraising videos don't start with cameras. They start with finding the right story.
Rather than trying to explain everything your organization does, we help identify one authentic story that represents your larger mission. When donors connect emotionally with one person, they're much more likely to care about the broader cause.
We bring that story to life through:
Guided interviews with key voices
Purposeful B-roll that illustrates the story and its impact
A clear narrative that naturally leads viewers toward action
Every project begins with thoughtful pre-production to ensure the story, messaging, and fundraising goals are aligned before filming begins.
Frequently Asked Questions
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The main difference is how the video will be used. An appeal video is designed to stand on its own and usually includes a clear call to action, inviting viewers to donate or take another specific next step.
An impact video (or event fundraising video), on the other hand, is typically shown during an event where a speaker will make the ask afterward. Rather than ending with a direct call to action, the focus is on telling a compelling story that demonstrates the organization's impact and prepares the audience to respond when the invitation to give is made.
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Finding the right story is one of the most important parts of creating a great fundraising video.
Look for a recent success story where the client is beyond the most vulnerable stage of their journey, is comfortable speaking on camera, and is willing to share their experience openly.
It's also worth considering the visuals. Can you film B-roll that reinforces their story? Do they have photos or videos from their journey that could help tell the story visually?
Finally, consider including a front-line staff member who walked alongside the client and can speak about their transformation. If you're having trouble identifying a compelling story, your front-line staff are often your best resource—they know the people whose experiences best represent your organization's impact.
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Absolutely. In fact, helping nonprofits identify and develop the right story is one of the most valuable ways we can serve our clients.
A compelling fundraising video starts long before the cameras come out. We work with you to identify the people, experiences, and moments that will best connect with your audience.
If you're not sure where to begin, we also offer our Nonprofit Storytelling Workshop to help you clarify your message and develop a strategic plan before production begins.
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It depends on how the video will be used.
If the video will be shown during a fundraising event and someone will make the ask immediately afterward, it's often better to avoid a specific call to action within the video itself.
However, if the video needs to stand on its own, we generally recommend including a call to action or directing viewers to a webpage for next steps.
Another consideration is versatility. If you plan to use the same video in multiple contexts, a highly specific call to action may limit its usefulness over time.
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Yes. One video can often be used in a variety of ways. We recommend optimizing the video for a specific purpose, but that doesn't prevent you from using it elsewhere as well.
The ideal scenario is creating multiple versions tailored to different uses—for example, one version for a fundraising event, one for your website, and shorter edits for social media. This approach maximizes the value of the filming and allows you to reach different audiences more effectively.
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Our full-production packages start at $6,500 for a half day of filming and a single 2-minute video. Most fundraising video projects fall between $10k and $20k.
The primary factors that affect cost are the number of filming days required and the number of deliverables needed.
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As a general rule, we recommend signing an agreement three months before you need the finished video.
Every project is different. Some can be completed more quickly, while larger campaigns may require six months or more to properly plan, film, and edit.
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This depends on the story you want to tell and whether multiple locations or extensive B-roll footage are needed.
Most of our projects require one to two days of filming.
Let’s Talk Through Your Campaign
Whether you're planning a capital campaign, annual gala, or year-end appeal, we'd love to help you identify the right story and create a fundraising video that supports your goals.
Ready to take the next step?