Video storytelling for charities

Transforming charities through video and film

It’s increasingly difficult to be seen (and heard) out there. Charities like yours, despite your incredibly important messages, are vying for attention with big brands, corporates and anything going viral right now.

Thankfully for us here at Sole, perhaps now more than ever, video is emerging as a powerful tool for charities and we’re grateful for the ongoing relationships we have with some incredible ones.

The ability of film to evoke emotion, share stories, and engage audiences is making it a critical part of any nonprofit's communications toolkit.

Whether it's boosting fundraising efforts, deepening connections with stakeholders, or inspiring communities, we think that video has the potential to amplify your impact in truly transformative ways.

Here’s some of the ways that we think it can help.

Boost your fundraising

Fundraising is the lifeblood of any charity, and video is a great way to appeal directly to potential donors. Whether it’s telling your story or the story of those affected by your charity’s work, a compelling video can cut through the noise of countless fundraising appeals, creating a memorable and emotional connection with the audience.

Telling human stories: We strongly believe in the power of storytelling here at Sole, and (although we would say this), we think video brings the stories of people affected to life in a way that words alone perhaps doesn’t (although well-crafted words are powerful.) It’s a brilliant and emotive way of showing the real-world impact of donations which help donors see the real results of their generosity, fostering trust and empathy.

Highlighting campaign goals: A well-shot campaign video can outline specific fundraising goals in an engaging way. By clearly explaining how donations will be used - whether it’s building a school, delivering medical supplies, or protecting endangered species - a good piece of film can inspire confidence and urgency.

As social proof: We’re big fans of videos that feature testimonials from other donors, volunteers, or influencers as we think it adds credibility to a charity's mission. To be honest, testimonial videos are powerful across almost any sector as this kind of ‘real’ social proof gives confidence in you and, therefore, helps to establish your authority.

Creating viral fundraising campaigns: Remember the ALS Ice Bucket Challenge? There’s real potential for video, perhaps more than any other kind of media, to kickstart a viral fundraising phenomena. Powerful, emotive, shareable videos can spread across social media like wildfire, drawing attention and donations from around the globe.

Beyond fundraising: Why else is video storytelling important for charities?

While fundraising might be at the heart of your activity, video can be helpful across operations and outreach. From internal communications to community engagement, the versatility of video makes it an invaluable asset.

Don’t forget that you can get all of this from one really good video or film.

Engaging your teams and volunteers: Internal comms is so very often overlooked, but it plays an important role in ensuring that staff and volunteers stay motivated and informed. We often produce videos for training, sharing organisational updates, or celebrating particular milestones. By way of example, a "behind-the-scenes" look at the charity’s work can remind everyone of their shared mission and the difference they’re making.

Strengthening your external partnerships: You don’t need to be told how important your external stakeholders and partners are key to any charity’s success, and we think that video is a great way to communicate with them. A short, professional video can present your achievements during an annual event or perhaps you want to pitch a new initiative to potential sponsors? This type of visual storytelling can make a proposal far more compelling than a slide deck ever could (not that we’re knocking a good slide deck!)

Growing and strengthening your communities: Community engagement is central to many of our charity clients, and video can help to provide a platform for inclusivity and connection. Hosting live Q&A sessions, sharing volunteer stories, or showcasing local events through video can bring your communities closer together.

We’ve seen first-hand how this sense of shared purpose can encourage long-term support.

Emotion: the heart of good storytelling?

At the core of every successful video is its ability to evoke emotion – for us anyway! We know that charities like yours often deal with deeply challenging and often human issues like poverty, illness and environmental destruction and we know that our clients find that video enables them to communicate the emotional weight of these challenges like no other medium.

This is a part of the job that we find most rewarding (if very difficult at times.)

Seeing the face of a person helped by donations, like the films we’ve produced for Cahonas testicular cancer charity or hearing the voice of someone whose life was changed by your work helps to create a personal connection. People are more likely to respond emotionally, whether that’s considering donations or just learning more about the issue, when they can put a face to a cause.

There is some science behind it. Studies show that emotional appeals are far more effective than data alone. While statistics definitely have their place, a moving video can make audiences feel the urgency of a cause in a way that numbers simply cannot.

A good example of this is the work we’ve done with the brilliant charity, Chris’s House. The life-changing work that they do around suicide and survival is told by the people affected in the films we’ve produced for them.

Social media: is it the perfect platform for video?

Arguably, in the age of social media, video is king (at least we like to think so.)

Platforms like Instagram, TikTok, and YouTube prioritise video content, making it easier for you to reach your target audiences. As we’ve already said, the shareable nature of videos means that messages can spread far and wide, often reaching audiences that you may not otherwise have access to.

Bite-sized content: Short, impactful videos are ideal for social media. It might be a 60-second Instagram reel or a quick explainer on TikTok but, either way, it’s clear that both cater to the fast-paced nature (and sometimes short-lived attention) of social media users.

Live streaming: Live video can be a brilliant way for business and charities to connect with your audiences in real time. From virtual fundraising events to live Q&A sessions, live streaming can add another layer of authenticity and immediacy.

Starting a conversation: Encouraging discussion and debate around a film or video, or even suggesting your audience create their own videos about why they support you can be powerful too (just keep an eye on it). These authentic contributions can also add diversity to a charity’s social media presence.

Measuring success (and demonstrating it to others)

One of the advantages of video is its measurable impact, depending on how and where it’s used. Most social media platforms and video hosting services provide analytics, allowing you to track metrics like views, shares, and engagement rates. These insights will help you to understand what resonates with your audience and make changes accordingly.

Rounding it out

So, there it is. Some of the reasons why we think that compelling, emotive film is more than just a marketing tool for your charity - it’s a bridge that connects you with your donors, communities, and stakeholders on a deeper level and can help you with everything from boosting fundraising and strengthening internal cohesion to creating powerful emotional connections and expanding your reach.

Video storytelling for charities is more important than ever. We like to think of it as essential more than optional. Obviously, we hope you agree (we’d love to chat if you do)!

Don't forget to check out our other charity work here.