Best Practices in Creating Fundraising Videos May 29, 2024

Best Practices in Creating Fundraising Videos

Fundraising is a critical aspect of any non-profit or charitable organization, and video production has become an essential tool in the modern fundraiser’s toolkit. Creating compelling, emotionally resonant videos can significantly boost your campaign’s success by effectively communicating your cause’s urgency and impact. This article outlines the best practices in creating fundraising videos, focusing on three key types: ask, thank, and report. By following these guidelines, you can enhance your fundraising efforts and achieve your campaign goals.

The Three Types of Fundraising Videos

1. Ask Videos

Ask videos are the backbone of any fundraising campaign. These videos are designed to clearly define the problem your organization is addressing and to make a direct appeal for donations. The key to a successful ask video is to focus on the problem.

Best Practices for Ask Videos:

Define the Problem Clearly: Start by explaining the problem in detail. Use real stories and testimonials to highlight the issue.

Create a Sense of Urgency: Convey why it is crucial to address the problem now. Urgency compels people to act quickly.

Problem-Focused Imagery: Most of the imagery should highlight the problem rather than the solution. This helps potential donors understand the gravity of the issue.

Describe the Solution: Outline the solution your organization is offering and how donations will make a difference.

End with Unresolved Problem: Leave the problem unresolved to emphasize the ongoing need for support. Otherwise, there is no need to give now!

2. Thank You Videos

Thank you videos are a powerful way to show appreciation to your donors. These videos should be sent immediately after a donation is made, offering a personal and heartfelt thank you.

Best Practices for Thank Videos:

Immediate Response: Send the thank you video as soon as possible after receiving a donation.

Personal Touch: Make the video personal and genuine. Mention the donor by name if possible.

Keep it Short: A thank you video doesn’t need to be long. A brief message that conveys sincere gratitude is sufficient.

3. Report Videos

Report videos are used to update donors on the impact their contributions have made. These videos should showcase the positive outcomes of the donations without making any further asks.

Best Practices for Report Videos:

Highlight the Impact: Show how donations have made a difference. Use real-life examples and testimonials from beneficiaries.

Avoid Further Asks: This video is about reinforcing the good feelings associated with giving, not soliciting more donations.

Reinforce the Good: Emphasize the positive changes that have occurred thanks to the donors’ support.


Video is crucial for fundraising campaigns because it allows the giver to resonate with those receiving the impact. It’s challenging to fully comprehend another person’s circumstances, but the power of film and video brings us closer. When donors understand what it’s like to be on the receiving end of charity, they are more likely to give and even increase their contributions. Investing in professional video production services for your fundraising campaign can significantly enhance its effectiveness and ultimately pay for itself through increased donations.

Case Sample: Little Sisters of the Poor Building to Serve and Love Campaign

At Joyful Films, we had the privilege of working on the “Building to Serve in Love” campaign for the Little Sisters of the Poor. Our video production efforts played a crucial role in bringing their mission to life and highlighting the urgent needs they were addressing. Through a series of ask, thank, and report videos, we helped communicate the story of their work and the impact of donations. As a result, the campaign is now close to reaching its $45 million goal, demonstrating the power of well-crafted fundraising videos.

For more information on how Joyful Films can help your organization create impactful fundraising videos, send me an email at


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