5 Ways Video Can Boost Nonprofit Fundraising
Nonprofits today face an increasingly competitive fundraising landscape. Donors are overwhelmed with emails, social posts, ads, and appeals from countless organizations doing important work. Standing out is no longer just about having a compelling mission. It is about how clearly and emotionally that mission is communicated.
Video has become one of the most effective tools nonprofits can use to cut through the noise, build trust, and inspire action. When done well, video does more than explain what an organization does. It helps people feel connected to the cause and motivated to support it.
This article breaks down five practical ways video can directly boost nonprofit fundraising. These ideas are based on real world use cases that organizations of all sizes can apply, whether you are preparing for a major campaign or simply looking to improve everyday donor engagement.
1. Impact Stories That Show Results
One of the biggest questions donors ask, even subconsciously, is simple: does my support actually make a difference?
Impact story videos answer that question by showing real outcomes instead of just describing them. These videos focus on the people, communities, or causes that have benefited from your organization’s work. Rather than leading with statistics or mission statements, they lead with human experience.
An effective impact story video typically includes:
• A clear subject such as a beneficiary, family, or individual affected by your work
• A specific challenge or problem they faced
• How your organization stepped in
• The tangible outcome or transformation that followed
When donors can see the results of previous support, they are more likely to believe their future contribution will matter.
Why this works for fundraising
Impact stories create emotional resonance. Research consistently shows that people are more likely to give when they feel emotionally connected to a cause, not just intellectually informed. Video allows nonprofits to capture facial expressions, tone of voice, and context in a way written content cannot.
These videos work especially well on donation pages, email campaigns, and social media. They help move potential donors from interest to action by answering the question, why give now.
Best practices
Keep impact stories focused and authentic. Avoid over scripting or overly polished language. Real voices and honest moments are far more persuasive than perfection.
2. Clear and Compelling Call To Action Videos
A call to action video is designed to do one thing: prompt the viewer to take a specific next step. That action could be making a donation, signing up to volunteer, attending an event, or sharing your message with others.
For fundraising, CTA videos are especially powerful when paired with urgency. They help viewers understand exactly what you are asking for and why it matters right now.
A strong CTA video typically includes:
• A concise explanation of the need
• A clear ask, stated plainly
• A reason the timing matters
• Reassurance that any level of support helps
These videos do not need to be long. In fact, shorter videos often perform better because they respect the viewer’s time and focus on a single message.
Why this works for fundraising
Many nonprofit campaigns fail not because people are unwilling to give, but because the ask is unclear. Video eliminates ambiguity. When viewers hear a real person asking for support and explaining the impact of that support, the request feels more personal and less transactional.
CTA videos are especially effective at the end of fundraising events, on campaign landing pages, and in email follow ups after initial outreach. Be direct but human. Avoid generic language. Speak as if you are asking a real person for help, because you are.
3. Event Promo Videos That Build Momentum
Fundraising events require significant effort and resources, and attendance is critical to their success. Event promo videos help generate excitement and awareness before the event even happens.
These videos are designed to answer a few key questions quickly:
• What is the event?
• Why does it matter?
• Why should I attend?
Event promo videos often include highlights from past events, testimonials from attendees, or previews of what participants can expect. They are typically upbeat, visually engaging, and easy to share.
Why this works for fundraising
People are more likely to attend events when they can visualize the experience. Video provides that preview. It helps potential attendees imagine themselves there, connecting with the cause and the community.
Higher attendance leads to stronger fundraising outcomes, whether through ticket sales, donations, auctions, or long term donor relationships built at the event.
Best practices
Keep event promos concise and energetic. Focus on emotion and atmosphere rather than logistics. Details like time and location can be included in captions or landing pages.
4. Donor and Volunteer Testimonial Videos
Trust is a major factor in fundraising decisions. One of the most effective ways to build trust is by letting supporters speak for themselves.
Donor and volunteer testimonial videos feature real people explaining why they support your organization and what the experience has meant to them. These are not scripted endorsements. They are personal reflections.
A testimonial video may include:
• Why the person first got involved
• What kept them engaged
• How supporting the organization aligns with their values
• Why they encourage others to give or participate
Why this works for fundraising
Social proof matters. When potential donors see people like themselves supporting your organization, it reduces hesitation and builds confidence.
Testimonials help normalize giving. They make it feel like a shared community action rather than an isolated decision.
These videos are especially effective for nurturing mid level donors, volunteer recruitment, and recurring giving campaigns. Choose a diverse range of voices. Authenticity is key. Avoid overly polished responses and let people speak in their own words.
5. Mission Videos That Build Long Term Support
While some videos are designed to drive immediate action, mission videos play a longer game. These videos explain why your organization exists, what it stands for, and where it is going.
A mission driven video typically covers:
• The core problem your organization addresses
• Your approach to solving it
• The values that guide your work
• The future you are working toward
These videos are often evergreen and can be used across multiple campaigns, platforms, and years.
Why this works for fundraising
Major donors and long term supporters often want a deeper understanding before committing significant resources. Mission videos provide that context.
They help donors see alignment between their personal values and your organization’s goals, which is essential for sustained giving. Clarity matters more than length. Focus on explaining your mission simply and honestly. Avoid jargon and internal language.
How to Choose the Right Video for Your Fundraising Goal
Not every nonprofit needs all five types of videos at once. The key is aligning video strategy with your specific fundraising goals.
Ask yourself:
• Are we trying to raise immediate funds?
• Are we building awareness for a future campaign?
• Are we nurturing long term donor relationships?
• Are we increasing event attendance or volunteer engagement?
Once your goal is clear, the right video format becomes much easier to identify.
Bringing This Strategy to AFP ICON 2026
For fundraising professionals attending AFP ICON 2026 in San Diego, these video strategies are especially relevant. Conversations around donor engagement, stewardship, campaign performance, and storytelling are central to the conference experience.
As you prepare for sessions, networking conversations, and new campaign planning, consider how video can support the ideas you are learning. Whether you are refining your case for support, launching a capital campaign, or strengthening donor retention, each of the five video types outlined above can be aligned with the strategies discussed at AFP ICON.
Final Thoughts
Video is not a silver bullet, but it is one of the most powerful storytelling tools available to nonprofits today. When used intentionally, it can increase donations, deepen trust, and strengthen long term support.
Whether you start with a simple impact story or a focused call to action video, the most important thing is to tell real stories with clarity and care. The technology matters far less than the message and the people behind it.
Nonprofits that invest in thoughtful video storytelling are not just raising more funds. They are building stronger communities around their mission.
