At some point in this conversation, someone on your board is going to ask the question: what's the return on this? It's a fair question. It's also the wrong one to try to answer with a spreadsheet, because video's real return doesn't show up as a clean line item — it shows up as the six donors out of seven who usually don't come back, coming back.

You know the testimonial the moment it starts playing. Someone stands in front of a step-and-repeat banner, looks dead into the lens, and says something like: "This organization changed my life." These videos look and feel like marketing and turns your audience off. Learn what actually makes a testimonial video connect and inspire donors to action.

Nonprofits work tirelessly to make a difference—but when it comes to fundraising, many organizations lean heavily on statistics, charts, and urgent appeals. While those have their place, what truly moves people to give is something much more human: story. Donors don’t just fund causes. They fund people, hope, and impact. And video is the most powerful way to bring those stories to life. Here are the types of videos that consistently lead to increased donor engagement a