Video has a unique ability to stir emotion, introduce real people and impact, and motivate action in ways that text and photos rarely can. Video brings your mission to life unlike any other medium.

The good news for nonprofit marketers is that video isn’t only for big-budget productions anymore—you can create powerful videos using the tools and devices you already have. With a strong story and a thoughtful plan, video can become one of the most effective tools for promoting your next fundraising event. 

Whether you’re organizing a gala, charity golf tournament, auction, or other signature event, this guide will walk through how your organization can build a simple but strategic video plan to boost attendance, revenue, and supporter engagement.

1. Strategize Before You Shoot Videos

Before anyone hits record, it’s crucial to take a step back and determine the “why” behind every video. In fact, the most important work happens long before you set up a tripod or create a storyboard. Without intention, even a great video can fall flat. 

Start by defining a clear goal to help dictate the tone and message. What do you want viewers to do after watching the video? Your goals for the audience might be to:

• Register for the event
• Become a sponsor
• Invite a friend
• Make a donation

Next, identify the video’s target audience to make your message resonate. For example, the story you tell for corporate donors will look and feel different than a video designed to capture the attention of a younger audience on social media.

Finally, choose the right type of story to tell. A strong promotional strategy typically includes a mix of formats, such as:

• “Save the Date” Teaser: A short, high-energy video designed to build anticipation and excitement (15-30 seconds). GolfStatus suggests revealing the event’s theme here for extra intrigue.
  
• Mission/Impact Story: A longer video showing audiences why the fundraiser matters. Feature a testimonial from a beneficiary, volunteer, or client story (60-90 seconds). 
  
• Behind-the-Scenes Look: Give viewers a peek into the preparation and passion driving your event, which creates a sense of inclusion. 
  
• Honoree or Keynote Speaker Profile: Introduce and highlight special guests to boost credibility and interest. People love showing up when they know who they’re supporting. 

2. Create Authentic & Compelling Video Content

Thankfully, you don’t need flashy effects, expensive software, or fancy equipment to make a powerful video. Authenticity will always be more memorable (and ethical) than a perfect, highly-produced video. The key is showing people real stories with dignity, consent, and clarity. 

Improve the quality of your video by:

• Prioritizing clear audio. Great audio can elevate even simple visuals! Record in a quiet space and use a lavalier mic (even a simple one designed for smartphones) if possible. Stay away from wind, loud machines, and other sources of background noise.
  
• Finding good lighting. Natural light works wonders. Position your subject facing a window or soft light source. Try to avoid backlighting and harsh overhead lighting that creates shadows.
  
• Keeping shots steady. Shaky footage distracts from the story, so use a tripod or prop your phone against something stable.
  
• Guiding, rather than scripting. You’re going for genuine emotions, not memorized lines. Ask open-ended questions that elicit clear responses.
  
• Making a clear call to action (CTA). Don’t just say what you want viewers to do—show it. Include a shot or screen recording of someone clicking “register” or “donate” on your event website or landing page.
  
• Respecting storytellers. Be sure to get consent from each participant. Explain the purpose of the video and where it will be used. Ethical storytelling builds trust and honors the people behind your mission.

3. Edit for Engagement and Accessibility

After filming, thoughtful editing turns pieces of a story into a compelling viewer experience. Today’s audiences scroll quickly, especially on social platforms, so effective editing keeps people watching. 

Here’s how to keep viewers engaged from the start:

• Lead with your strongest moment. Put compelling visuals or an emotional statement in the first three to five seconds. You don’t have to wait for the big moment.
  
• Keep it brief. Shorter is typically better for promotional content.
  
• Add captions and text overlays. Many people watch videos with the sound off, especially on mobile or on social media. Captions make your video more inclusive and ensure your message is still received without sound.
  
• Incorporate branding and event details. Use your organization or event’s brand colors and logos, and end with a clear CTA featuring your event website or organization’s website URL.
  
• Create multiple versions. Cut longer videos down for quick reels, stories, and TikTok. Adjust aspect ratios so the video displays cleanly on each platform. 

4. Build a Strategic Video Distribution Calendar

Once you have polished, engaging videos, you need to get them in front of the right people at the right time. Distribution is where strategy becomes success, so it’s important to create a promotional timeline like this one:

4-6 Weeks Before the Event

Build initial awareness and interest for your nonprofit’s event, especially with new audiences.

• Launch your teaser video
• Release your mission/impact story

2-3 Weeks Before the Event

Help audiences feel connected and invested.

• Introduce your keynote speaker or honorees
• Share behind-the-scenes content

Event Week

Create urgency to drive action.

• Release a “last chance to register” message

Once you’ve created your calendar, remember to plan the rest of your communications rollout. Ensure you leverage all your channels for wide distribution! Here’s how you can integrate videos into your communications:

• Email. Embed the video or use a thumbnail linked to your event website or landing page. Video in email can improve open and click rate, especially for event-driving content.

• Social media. Upload natively to each platform for better performance. In other words, don’t just share a YouTube link.

• Website. Embed your main promotional video prominently on your event and organization website.

• Supporter network. Make amplifying your video easy. Create a simple toolkit for board members, volunteers, and sponsors with shareable links, suggested post copy, and on-brand graphics or thumbnails to make it easy for them to share on their own networks.

5. Don’t Stop When the Event Begins

Great storytelling doesn’t end once guests arrive. Keep capturing moments and gathering stories throughout the event that can be repurposed into post-event marketing. In fact, think of the event as a content creation opportunity:

• Capture mission moments, like a surprise donation or testimonial.
• Record audience reactions to the fundraising total or the announcement of auction winners.
• Interview attendees about why they support your cause.

And don’t forget the power of saying “thank you.” Sincerely thanking participants through video after the event reinforces belonging and inspires continued engagement.

Final Thoughts

Video doesn’t need to be complicated; it needs to be intentional. You’re not just filming an event, you’re documenting impact, inspiring generosity, and inviting people to be part of a story that’s bigger than themselves. 

With strategy, authenticity, and a thoughtful distribution plan, your fundraising event’s videos can help drive support this year and beyond.