Charity videos are a powerful medium for raising awareness and funds for vital causes. However, creating a video that genuinely inspires donations requires careful planning and execution. 

At Content Creatures, we are passionate about producing impactful charity videos. Since our inception in 2014, we have used our experience to create a diverse range of video content for charities. Here are some examples of our work: 

• Macmillan Cancer Support: Animated explainer video to showcase a joint venture between The Sun newspaper and Macmillan Cancer Research.  

• Status Online: Motion graphics branding package that would ensure consistency across social media 

• The Big Issue Foundation: Animated social media advertisement promoting The Big Issue Foundation’s #EasyGiving campaign. 

• Climate Outreach: Animated promotional videos to promote their work on a UN climate change paper and appeal for donations. 

• ECPAT International: Awareness Film  

• PHD and The British Heart Foundation: Campaign Film aimed at heightening awareness  

Our deep understanding of the non-profit sector and commitment to refining our processes ensure we deliver charity video campaigns that truly make a difference. 

We have compiled our extensive experience into a blog post highlighting 6 essential tips for creating compelling charity videos that drive donations. In this blog, we will delve into each of our key considerations in detail. 

Our Top 6 Tip’s Summary: 

• Recognise the Importance of Authentic Storytelling: Consider how beneficiaries want to be represented to ensure authenticity. 

• Agree on a Creative Brief: Establish a clear and concise, creative brief to guide the project. 

• Build on Your Brand: Enhance your existing brand rather than reinventing it. 

• Create Content for the Right Audience: Tailor your content to resonate with your target audience. 

• Use Advocates: Leverage the voices of advocates to add credibility and relatability. 

• Design with Digital Assets in Mind: Ensure your video content can be repurposed for digital platforms. 

 

Our Top 6 Tips For Creating Compelling Charity Videos That Drive Donations   

 

Tip 1: Recognise the Importance of Authentic Storytelling  

Why is Authentic Storytelling Essential in Charity Video? 

Let’s begin with our top recommendation: prioritising authentic storytelling.  

At Content Creatures, we believe in the power of authentic representation.  

Recently, we had the privilege of working with PDA Charity to create a video that truly reflects the voices of those it serves. 

To achieve this, we took the time to understand how the people using the charity wanted to be represented. We distributed questionnaires to learn about their daily challenges, the aspects of their lives they find most difficult, how they cope, and the situations in which they feel understood and supported. 

Using this valuable information, we crafted a script that ensures the voice of the video comes directly from the people using the charity 

This approach provides them with a platform to share their experiences and communicate what it is like to live with PDA, creating an accurate representation of the beneficiaries. When charities portray their beneficiaries truthfully, it empowers these individuals by giving them a voice and acknowledging their genuine experiences and needs. 

This authentic storytelling in charity videos connects with people on a deeper emotional level. When potential donors see genuine stories, they are more likely to feel a personal connection to the cause. This emotional engagement can inspire them to take action and contribute, knowing their donations will make a real difference.  

Tip 2: Agreeing a creative brief

Creating compelling charity content requires more than just a good idea; it demands a well-structured plan that aligns with the charity’s goals and resonates with its audience. This is where a creative brief becomes indispensable. 

Why is a Creative Brief and Why is it Important? 

A creative brief outlines the objectives, target audience, key messages, and guidelines for a project, ensuring all stakeholders are aligned and focused. It serves as a roadmap from concept to execution. Here’s why it’s crucial: 

• Clarity and Focus: Provides clear guidelines, avoiding misunderstandings and keeping the project on track. 

• Consistency: Ensures all content aligns with the charity’s identity, building trust and recognition. 

• Efficiency: Minimises revisions and rework, saving time and resources. 

• Collaboration: Defines roles and responsibilities, fostering open communication and a unified vision. 

For example, for our client Hft, the key objective was to ensure viewers understood their new strategy focused on giving people with learning disabilities a voice. By defining this from the outset, all elements of the video—script, design, animation, and audio—were aligned to clearly convey this message to sponsors and politicians. 

HFT charity video: 

Looking for guidance on creating a creative brief? Check out our blog, which explains how to craft a strong creative brief.  

Tip 3: Building on your brand 

The temptation to completely reinvent your brand can be strong. However, enhancing your existing brand proves to be a more strategic and beneficial approach. This is particularly important for charities, where trust and recognition are paramount.  

In fact, according to the Give.org “Donor Trust Report,” 32 percent of respondents trust charities less today than they did five years ago. Additionally, 73 percent of respondents to a separate survey rated the importance of trust as nine or 10 on a 10-point scale, with only 20 percent of those respondents indicating a high level of trust in charities.  

Brand consistency is crucial for recognition and trust. By adhering to established brand guidelines, charities can effectively reinforce their identity and foster stronger connections with their supporters. 

Your brand guidelines include: 

• Visual Identity: This includes the logo, colour palette, typography, and imagery. 

• Messaging: The tone, voice, and style of communication should be uniform across all platforms, whether it’s social media, website content, or advertisements. 

• Values and Mission: The brand’s core values and mission statement should be reflected in every piece of content and interaction. 

Tip 4: Creating Video Content For The Right Audience 

For charities, creating content that resonates with the right audience is not just beneficial—it is essential. Charities often operate with limited resources and need to maximise the impact of their communications. Tailored content helps ensure every message counts, reaching the people who are most likely to support your cause. 

For example, The Brain Tumour Charity’s Headsmart campaign aimed to raise awareness of brain tumour warning signs among young adults. Unlike previous campaigns targeting parents, this one needed to resonate with teens on social media. 

We proposed a simple visual approach and a humorous, informative indie song composed by our team. Within 48 hours of launch, the video garnered 100,000 organic views and received national media coverage. 

This example highlights the importance of tailoring content to effectively reach and engage your target audience. 

The Brain Tumour Charity video: 

Tip 5: Using Advocates to Contain Costs 

Leveraging the voices of advocates can significantly enhance your awareness, trust and ultimately donations. Advocates bring credibility and relatability to your cause, making your message more impactful and trustworthy. This is especially crucial for charities, which often operate with limited budgets and must rely on organic reach to spread their message. 

The Role of Influencer Advocates 

Influencers who are advocates for your cause can be powerful allies. They have established trust with their followers, and their endorsement can lend significant weight to your campaign. Here are some steps to effectively engage with influencer advocates: 

1. Identify Relevant Influencers: Look for influencers who have previously spoken about issues related to your cause. This ensures that they somewhat aligned with your mission, making your outreach more effective. 

1. Personalise Your Outreach: When reaching out to potential advocates, personalise your message. Show genuine interest in their work and explain how their support can make a difference. Highlight the alignment between their values and your cause. 

1. Share Your Mission: Clearly communicate your mission and the impact you aim to achieve. Provide specific examples of how their involvement can help, and outline any potential benefits for them, such as increased visibility or the opportunity to make a meaningful impact. 

For The Big Issue, we approached Paul Kaye during his stint on Game of Thrones. We had read an interview with him, where he raised homelessness as an issue that concerned him and felt he was a perfect fit to voice the campaign. He provided his services for free, and his name helped amplify awareness around the #easygiving campaign. 

The Big Issue charity video: 

Tip 6: Designing Videos for Digital Assets

By designing videos that incorporate versatile motion branding elements, such as animated logos, name-straps, title cards, and transitions, charities can extend the life of their content.  

These elements are particularly effective because they become digital assets that can be repurposed across various platforms and media, ensuring a cohesive and dynamic brand presence. 

Here are some digital assets that can be created from a video and repurposed across your digital strategy: 

• Animated Logos: Create engaging and memorable logos that can be used in various videos and platforms. 

• Dynamic Strap-lines: Design strap-lines that can be animated to highlight key messages or themes. 

• Versatile Title Cards: Develop title cards that can be easily adapted for different content, maintaining brand consistency. 

• Smooth Transitions: Implement transitions that enhance the flow of your videos and reinforce your brand identity. 

These digital assets can be reused across different campaigns and content types. This flexibility helps maintain a cohesive brand identity and maximises the value of your content. 

Partner with us today  

At Content Creatures, we understand the unique challenges that charities face in creating impactful video content. Our extensive experience working with local and national non-profits, as well as global campaigns, ensures that we deliver high-quality videos that resonate with your audience and drive donations. From strategic campaign launch films to animated donation drives, our team is dedicated to helping you achieve your goals. 

Don’t let limited resources become a barrier. Partner with us to craft compelling charity videos that effectively drive donations. Schedule a free consultation today and let’s start your journey towards creating impactful video content.