Some Tips for Fundraising Videos for NPOs

Nonprofit organizations can send Videos along with their letters to potential donors

1 | Introduction

When iPC created its mission to help the businesses and organizations that improve the lives of others, we found  evidence that video could be a tremendously powerful tool to be used in not-for-profit fundraising (Stanford Social Innovation Review). Of course, we weren't surprised.

Before the advent of the printing press, handwritten word and oral tradition dominated the preservation and communication of cultures, ideas and beliefs. Then in 1450, Johannes Gutenberg helped changed the world. The first printed books, newspapers, flyers and pamphlets enabled information to spread like wild fire to people everywhere.
— Richard Tiland, Forbes Magazine

Richard Tilands recounts communications history well. Fastforward to today, the year is 2016. Technological advances in video compression as well as highspeed, broadband internet have enabled film and video to become a mainstream tool for communications, and the fact is studies indicate that video is preferred over white papers or case studies as well as a long list of other internet offerings (SoftwareAdvice Study). Tiland says, "The human mind has an inherent unfulfilled need for information and interaction," and video is the tool that in the virtual world can most fulfill this need.

2 | A Great Video can be an expensive undertaking

It is true that good film or video costs money to produce and if you are a nonprofit it is likely that each and every dollar is already earmarked to be put to use directly toward your cause or your mission. What gets overlooked when it comes to video and its cost is its effectiveness, meaning, your organizations ROI. Our experience creating films for nonprofit organizations is that it more than pays off every time.

3 | Some Tips if you are going to produce your own video

At iPC, we suggest that if you are not ready to pay an agency or professional video production company to produce your film that you keep these guidelines in mind.

The Length of your film. Remember to consider how this film is going to be used. If it is going to be used at a fundraising even, take advantage of the effectiveness of video and create a longer video, perhaps 10 minutes. If it is being sent in an email or published on your website, keep it shorter, perhaps 3 minutes max. And if you want to use it to get attention on social media channels to drive donors to seek more information from your website, then don't make it longer than a minute.

Financial Goals. Make sure to include the specific funding goal amount which you are trying to reach, and iPC recommends that you double whatever your existing goal currently is

Impacts. Include the positive impact created by previous contributions to your organization and express gratitude (donors like to know impact in terms of numbers of people impacted)

Purpose. Make sure to include where and what programs the funding will be distributed to

Style. Of course, putting some emotion into your video will help as well, in testimony or in voice over. A story about someone who was impacted in a postive way by your organization or its mission is never a bad idea.

Let's talk about making your video on a budget

Here is an example of how we made one of these types of videos, not to long ago, with a friendly budget as well.


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The Good News

The good news is that if you are interested in trying video out for your end of the year appeal, iPC is here to assist you, by consulting with you, scripting your film, and producing one from scratch. Click on the button below and let us know how we can help.