Think you need fancy gear or a film crew to make a great video? Think again. With the right story and techniques, you can create an engaging year-end campaign video on any budget. Read on to learn how!
It’s the most wonderful time of the year! Days are getting shorter, there’s a chill in the air, and pumpkin spice is on everything. The turn of the season signals a time of great hope and possibility, especially for organizations doing good in the world.
Now is the time to start planning how to share your story. The best way to do that? Video.
And while it pays off to invest in high-end production, it’s possible to pull off an impactful year-end campaign video on a budget.
In this blog, we’ll take you through how to create video content that inspires donors and fuels generosity just in time for Giving Tuesday.
If you’re wondering whether video is worth the effort, here’s your answer: YES. Big time.
The case for video is clear. The next step is figuring out what your year-end video should include to make it count.
Your year-end fundraising video doesn’t have to be long or expensive to be effective. But it must have some critical ingredients to make sure it doesn’t get lost in the content flood.
If you bury the lede, you’ll lose your audience. The average attention span is 8.25 seconds. That time is cut in half when you’re competing with the firehose of content on a social media feed.
A strong opening hook always starts with emotion: a question that sparks curiosity, a striking statistic that shocks, or a sound bite that hits right in the feels. Boom – you’ve got ‘em.
People give to people, not just causes.
Introduce a person (or animal!) that embodies your mission. Show the struggle. Show the hope. Then invite your donors to be part of the solution.
For the Love of Alex did this beautifully in their Giving Tuesday video:
Video storytelling has the power to take people on a journey. That’s what will make your mission memorable.
Vague or subtle asks won’t move the needle. Don’t be afraid to be specific with your call to action. Tell your viewer what you want them to do and what will happen if they do it.
Project Street Vet nails it in their “1 Week Until Giving Tuesday!” video:
Bonus tip: Here’s a plug-and-play prompt to get you started: “Your donation of [give the exact amount] will [give the outcome]. Give now to [state your campaign goal].”
These days, people are all about vibes, so set yours intentionally. That means upping your game with music, graphics, and your brand aesthetic.
Uplifting or moving music sets the tone (just make sure you’re licensed to use it).
Graphics or other visuals make statistics stick. Keep your logo, fonts, and colors consistent so the piece feels professional, recognizable, and authentic to your organization.
This one’s big. Many people watch videos on mute, especially on social media. Captions make sure your message lands and also boost retention and engagement. Most editing apps make it easy to add them automatically.
Winging it is not a strategy for a year-end campaign video. A simple script keeps your message clear and on track, helping you hit the emotional beats and the call to action without rambling.
A script will also help you work smarter – not harder – by doubling as your shot list. It tells you what extra photos or video (also called “b-roll”) you’ll need later in the edit. A little prep here saves a lot of stress later.
No fancy DSLR? No problem! With just your phone and a little know-how, you can boost your production value without blowing your budget. Here are some tips:
Start with lighting. Natural light is your best friend. Sit facing a window and skip backlighting, which will turn you into a silhouette.
If you’re using artificial light like a ring light, position it just above eye level. Avoid harsh overhead lights that cast shadows on your face. And if the lighting inside isn’t cutting it, head outside during golden hour for instant movie magic.
Raise your phone or laptop to eye level with a tripod, a stand, or even a stack of books. Frame yourself from mid-chest up with a little space above your head – photographers call this the Rule of Thirds – and make sure the camera is steady.
Shaky handheld shots or wobbly laptop angles can distract from your message.
Sound is just as important as visuals. Use a wireless mic or a solid pair of headphones if you can, and make sure the mic isn’t rubbing against clothing or jewelry.
Record in a quiet space and turn off fans, AC units, or any background noise. Minimize echo by adding soft surfaces around you – something as simple as a pillow or blanket in your lap can make a surprisingly big difference.
When you’re recording, think less about “performing” and more about connecting. Look directly into the camera rather than your own face on the screen.
Sit up straight, relaxed but present. Keep your energy natural but confident, smile often, and don’t rush it.
Short pauses between thoughts make your delivery sound clear and intentional. And if you’re self-conscious about what to do with your hands, here’s a guide to mastering your body language on camera.
Remember: the goal isn’t to look perfect, it’s to feel authentic. Connection is what counts.
You’ve filmed something you’re proud of. Now, where should it live? The platform you pick matters. Each will have different audiences and play by different rules, so tailoring your approach will get your video seen by more of the right people.
YouTube is a natural home for your year-end campaign video. Aim for a clear, keyword-rich title and description, and don’t forget a strong thumbnail image that will make people want to click.
Keeping your videos between two and four minutes works best, but longer storytelling can also perform well.
And here’s the best part: YouTube videos embed easily on your Donorbox donation page so your appeal is front and center when donors are ready to give!
Take a look at Spirit of Joy Church’s Giving Tuesday video embedded on their Donorbox-powered fundraising page:
Add Your Campaign Video to Your Donation Page
Bonus tip: Coming up with a consistent posting cadence will also help the algorithm recognize you as an active content creator which could increase visibility over the duration of your campaign.
Videos in email boost engagement dramatically. Some email platforms like ActiveCampaign allow direct embeds. If yours doesn’t, you can use a clickable thumbnail image that links to your YouTube or Donorbox page.
If the idea of filming feels overwhelming, you don’t have to go it alone. Many nonprofits tap into local media students who are eager to build their portfolios.
You might also find professional videographers willing to donate services to a cause they care about. And sometimes the simplest solution is calling on your own network on LinkedIn or neighborhood Facebook groups.
Some nonprofits also choose to partner with outside storytellers for extra support. For example, Scout Stories often works with organizations to create year-end campaign videos that feel both authentic and donor-ready.
A creative partner can help you shape your message, guide the production, and free up your staff to focus on fundraising.
An impactful year-end campaign video isn’t about having a film crew on standby. It’s about clarity, emotion, and making the ask in a way that feels human.
A simple, well-planned video can amplify your Giving Tuesday or end-of-year campaign and move donors from passive supporters to active givers.
Donorbox makes it easy to embed videos directly on your year-end donation page so donors can give when they’re most inspired. Sign up for free today to access a plethora of innovative fundraising features!
And don’t forget to check out the Nonprofit Blog for more Giving Season tips and resources.
Lauren Boston serves as Chief Content Officer at Scout Stories, a boutique storytelling studio based in Atlanta. With a background in journalism and a career built on amplifying voices that matter, she helps organizations translate complex missions into clear, compelling narratives. Lauren and the team at Scout have one purpose – to teach you how to tell your story and get it in front of the audience who needs to hear it. Lauren believes that the right story, told well, has the power to change the world.
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Lauren Boston