Not all nonprofit videos are the same. Here we divide promotional and fundraising videos into four use cases, each with its unique qualities and requirements. Let’s break down each one and look at how they differ, depending on how you plan to use the video. Understanding these differences will help you focus on what matters most and create a video that accomplishes what you need it to do.
Homepage Video
This video needs to help people understand what your organization does and why it matters. This is the first thing that new visitors to your website need to understand, and a video can be a great way to convey that information. It should be assumed that the viewer is completely unfamiliar with the organization, so providing a bit of an overview is important.
The length should be around 2 minutes. This is one time when a single story does not need to be the focal point, but the interviewees should still include at least one client or person directly impacted by the organization's work.
B-roll ought to show the viewer what you do. In the interviews, we can hear from staff about the problem they are solving and the change they are seeing. We can hear from clients and community members about how that work impacts their lives.
The primary goal is understanding. By the end of the video, someone who knew nothing about the organization should have a basic understanding of who you are, what you do, and why they should care.
Gala Video
This type of video is designed to be shown at a fundraising event with the goal of inspiring the audience to get involved and provide generous support to the organization.
This type of video is where a single story works great. The protagonist should be the featured individual, with the organization portrayed as the guide that helped make their transformation possible. Centering the video around one person's story makes it much more impactful and memorable. It connects with the audience on an emotional level, and that emotional connection is what can motivate people to give.
These videos should typically be 2–3 minutes long, and definitely under 5 minutes. The audience typically has at least a basic understanding of the organization and what it does, so you don't need to spend much time explaining the organization itself. Instead, the focus can be on the individual and their experience.
An ask or call to action is typically not included in this kind of video because this is done afterward by one of the stage presenters. The video is there to create the emotional connection; the speaker can then make the case for giving.
Online Fundraising Video
Sometimes a video is used for fundraising but is not part of an in-person event. In this case, it is similar to the gala video, but with a few important differences.
1. Your audience may not already be familiar with your organization. Depending on how you share the video, viewers may have little or no knowledge of who you are or what you do. In that case, be sure to include just enough information to provide context without distracting from the story. You don't need to explain everything about the organization, but the viewer should understand how this story is connected to your work.
2. You will probably want to include an ask at the end of the video. Even if it is a soft ask, people need to know what the next step is and how they can take action. This could be as simple as directing them to a landing page or donation page at the end of the video.
3. Capture the viewer’s interest quickly. You don’t have a captive audience as you would at an in-person event, so it’s important to give the viewer a reason to keep watching the video to the end.
4. The video may need to stand on its own. Unlike a gala video, there is not someone immediately following the video to provide additional context or make the fundraising appeal. If the video is used on a landing page, then that additional information and next steps could be on the page itself instead in the video. But if the video will largely be seen on YouTube or other social media and hosting platforms, then that context and next steps ought to be in the video or the caption/description.
The primary goal here is action. The viewer should not only care about the story—they should understand what they can do about it.
Social Media Reel
The main goal of these videos is to catch the viewer's attention and stop the scroll. Often, to accomplish this, we try to find something exciting, surprising, interesting, or emotionally compelling to start the video with. This could be a visual or a strong sound bite, with on-screen text helping communicate the message.
The goal of these videos is usually to increase awareness, earn a like or follow, or get someone to click to learn more. The viewer is often in the discovery/curiosity stage and may have zero awareness or interest in the organization. They need to be convinced to pay attention within the first few seconds, often with little or no context.
These videos need to be short and snappy. They should generally be no more than 60 seconds long, and often shorter is better.
Social media videos are also frequently pulled from a longer video as a sort of teaser. This can be an efficient way to get more value from a larger production.
The primary goal is attention and curiosity. You're not necessarily trying to tell the whole story. You're trying to get someone interested enough to take the next step.
Conclusion: Start With the Goal
The biggest mistake is to start with the question, “What kind of video should we make?” Instead, start by asking:
Who is going to watch this?
In what setting will it be seen?
What do we want them to take away?
What do we want them to do?
The story, structure, length, interviews, B-roll, and call to action should all be shaped by the answers to those questions. When you start there, you’re much more likely to end up with a video that actually accomplishes your intended goal.