Especially when those dollars come from donors and grants.
Video can be one of the best investments you'll ever make. But only if you do it the right way.
So here are the three types of fundraising videos that actually work for nonprofits. These are the ones I've seen raise money, grow engagement, and strengthen donor trust.
1. The first kind is an event recap that is made the right way
Let's start with the most common (and most misused) video: the event recap.
Most recaps end up as glorified montages. Pretty shots stacked over music. They get comments like "looks fun!" or "love this!" But have you ever asked yourself: did that video actually pay for itself?
The fix is simple:
- Have a plan. Who is this video for, the people who came or the people who missed it? Where will it live: email, social, the big screen?
- Keep it short. For social or email, 30 to 60 seconds max. If they weren't at the event, they won't sit through 8 minutes of highlights.
- Tell a story. Instead of random clips, thread it with a narrative. Show why the event mattered.
2. The second kind is an impact update
These are the videos that make people cry (in the best way).
Impact Updates are short stories that highlight the real change your nonprofit creates. I've filmed dozens of them:
- An all-ability athlete who nearly died at birth, now thriving.
- An 8th grader run over by a car, relearning to walk.
- A high school senior who survived a tragic accident, fought back, and played her final basketball season.
Each story was unforgettable. Each tied back to the nonprofit's role in helping.
That's the key: it's not about spotlighting your org. It's about spotlighting someone's story, with your nonprofit woven in.
Ways to use Impact Updates:
- Quarterly donor emails
- Year-end campaigns, say four stories over four weeks
- Award banquets or galas
3. The third kind is a brand story video
This is the "big one." The most valuable video your nonprofit can ever make.
The mistake most orgs make? Thinking their "About Us" video is enough. The difference:
- About Us video: "Hi, we're XYZ. We've served 123 people in 15 years. Here's our mission statement." (Snooze.)
- Brand Story video: "There are 40,000 kids in shelters tonight. Another 100,000 still on the streets. That's why we exist."
See the difference? One is about you. The other starts with the problem, the reason you exist.
A Brand Story video should be:
- About 3 to 5 minutes.
- Built to last at least 3 years.
- Repurposed everywhere: website header, conference opener, donor meetings, even staff onboarding.
This one piece can align staff, inspire donors, and give volunteers clarity on the mission.
All three videos need a story
If you remember nothing else, remember this: story is the key.
Pretty videos are decoration. Story videos drive donations.
Every video, whether recap, update, or brand, needs a story baked in. That's what motivates people to act.
And the good news? Your nonprofit already has powerful stories. The challenge is telling them in a way that moves people.
Here is the short version
Nonprofits don't need more videos. They need the right ones. Recaps done right, Impact Updates, and Brand Stories are the three biggest bang-for-your-buck videos. They turn video from an expense into an investment.
So let me ask you: which of these three does your nonprofit need most right now?