7 Essential Videos Every Nonprofit Must Create in 2025 (Complete Guide)

The 7 Essential Nonprofit Videos

1. Mission & Vision Video

Purpose: Share your "why" and build emotional alignment

Let me explain why this is your foundation: A potential donor lands on your website. They don't know your organization yet. In 60-90 seconds, your mission video transforms them from stranger to supporter by connecting them to the heart of why you exist.

This video answers the essential questions:

• What problem are you solving?
• Why does your approach matter?
• What's your long-term vision?

You might be wondering where to use this video. Here's where it belongs:

• Homepage (front and center): Discover actionable tips in our guide on how to use a homepage video to increase conversions
• About page
• Grant applications and pitch decks
• Social media pinned posts

✅ Keep it simple: 60–90 seconds, authentic footage from the field or animation that illustrates your impact

✅ Where to share it: Website, grant proposals, onboarding emails, social profiles

✅ Action step: End with "Get Involved" or "Meet Our Team" so viewers know what to do next

Quick tip: This is the one video worth investing in professional help if possible—it's your nonprofit's handshake with the world.

2. Fundraising or Campaign Appeal Video

Purpose: Motivate giving during high-impact campaigns

Here's the thing about fundraising—people don't give to organizations, they give to causes that move them emotionally. Your campaign video is the emotional bridge between your need and their wallet.

Think about using these videos during:

• GivingTuesday campaigns
• Year-end appeals (when 30% of annual giving happens)
• Emergency response fundraising
• Capital campaigns for new facilities or programs

What makes a great appeal video? Let me break it down:

• Show the problem clearly (but respectfully)
• Present your solution in action
• Include a specific goal and deadline
• Feature a beneficiary story when possible

✅ Make it actionable: Include goal tracker visuals, time-sensitive CTA, and short donor testimonials

✅ Where it works best: Campaign landing pages, email sequences, social ads

📌 Pro tip: Keep donation instructions crystal clear—"Donate $50 now to provide 20 meals" is better than "Please consider supporting our cause."

3. Impact or Annual Report Video

Purpose: Show results and accountability

Let's be honest—nobody reads 40-page annual reports anymore. But a 90-second impact video? That gets watched and shared.

Your impact video transforms complex data into a simple story: "Here's what we did with your support."

The best impact videos include:

• Real before/after visuals that show change
• Key statistics brought to life visually
• Stories from actual beneficiaries
• A clear connection between donations and results

✅ Make it count: Use before/after transitions, easy-to-understand statistics, and authentic testimonials

✅ Perfect timing: Year-end wrap-ups, post-campaign thank-yous, board meetings

📈 Why it matters: Organizations that regularly show their impact see up to 37% higher retention rates for recurring donors

You might be surprised to learn that impact videos often outperform fundraising videos for generating new donations—people want to support success. For a deeper dive, check out A Complete Guide to Creating Impactful Nonprofit Video Content.”

4. Testimonial Videos: Donors & Beneficiaries

Purpose: Build social proof and trust from both sides

Think about the last time you made a purchase online—did you check the reviews first? The same principle applies to nonprofit support.

You need two types of testimonial videos:

• Donor testimonials: Real supporters explaining why they give
• Beneficiary testimonials: People whose lives changed because of your work

The beauty of testimonials is their simplicity. You're basically just asking questions and capturing authentic responses—no complex scripting required.

✅ Keep it real: Aim for 30–90 second authentic clips with minimal editing

✅ Question prompts: "What made you first support us?" or "How has our program changed your situation?"

✅ Smart reuse: These short clips work everywhere—social media, email campaigns, grant applications, even at in-person events

Quick win: Start by asking 3-5 of your most passionate supporters if they'd share their story on camera—most will be flattered!

5. Volunteer Recruitment & Staff Spotlight Video

Purpose: Attract volunteers and humanize your organization

Remember this: People join people, not organizations. Your volunteer recruitment video needs to show the humans behind your cause.

These videos should:

• Introduce key team members briefly
• Show what volunteering actually looks like day-to-day
• Highlight the community and relationships formed
• Make it clear how volunteers make a difference

✅ Show, don't tell: Include candid shots of real volunteers in action

✅ Address fears directly: "No experience needed" or "Just 2 hours per month makes a difference"

📌 Smart placement: Use in volunteer onboarding emails, job postings, and volunteer recruitment pages

Here's a trick that works: Have current volunteers speak directly to the camera about what they were nervous about before starting and how those fears were unfounded.

6. Explainer or Awareness Video

Purpose: Clarify what your nonprofit does or advocate for complex issues

Let's face it—many nonprofits tackle complicated problems that aren't easily understood in a headline. If you've ever tried explaining systemic issues or multi-step solutions, you know the challenge.

Explainer videos break down complex topics into digestible, engaging pieces. They work especially well for:

• Organizations addressing systemic issues like poverty or climate change
• Services with multiple steps or eligibility requirements
• Advocacy campaigns requiring public education

For inspiration check out the 10 Best Animated Nonprofit Explainer Videos You Need to See — and discover how top organizations are using them to educate and inspire.

✅ Choose your style: Animation works well for complex concepts, while live-action creates stronger emotional connection

✅ Distribution strategy: Use on dedicated website pages, in presentations, and for social media education campaigns

✅ Engagement boosters: "Learn more," "See how it works," "Take action now"

Pro tip: Start with the most common question you get about your work, and create an explainer that answers it once and for all.

7. Event Promo or Recap Video

Purpose: Drive attendance and show momentum

Think about it: How many email invitations do you ignore each month? A video invitation stands out and creates the FOMO (fear of missing out) that drives registrations.

You need two types of event videos:

• Pre-event promos that build excitement and explain what to expect
• Post-event recaps that thank attendees and show others what they missed

The secret to great event videos is capturing energy and emotion, not just information.

✅ Must-have elements: Energetic music, attendee testimonials from past events, clear date/location/purpose

✅ Smart repurposing: Use recap videos to secure sponsors for next year's event

Quick win: Even a simple slideshow of photos from last year's event with music and text overlays can drive registration when sent to past attendees.

Bonus Video Types to Consider

Once you've created your essential videos, here are some additional formats to take your strategy further:

• Behind-the-Scenes Videos – Short, casual glimpses into your daily operations that humanize your organization and build transparency
• Live Q&A or Update Videos – Real-time engagement opportunities during campaigns or breaking developments
• Educational Series – Short, informative videos that position your organization as a thought leader in your cause area
• Advocacy Videos – Focused calls to action for policy change or public awareness campaigns

You don't need to tackle all of these at once! Start with the seven essentials, then expand as your capacity and confidence grow.

FAQs

How long should nonprofit videos be?

‍Keep it simple: 60-90 seconds for most videos. Mission videos can stretch to 2 minutes if needed, while social media clips should be just 15-30 seconds. Remember, it's better to have people wishing for more than clicking away because it's too long!

Can we use smartphones or do we need a production team?

‍Good news! You can absolutely start with smartphones. Focus on three basics: good lighting (near windows or inexpensive LED panels), clean audio (use a $20-50 external mic), and steady shots (use a tripod). As your budget grows, consider professional help for your mission video and major campaigns.

Which video should we create first?

‍Start with your mission/vision video—it's your foundation and parts of it can be repurposed into other videos. Next, gather testimonials since they're straightforward to produce yet incredibly powerful for building trust.

Should we use animated or live-action videos?

‍Both styles have their place in your nonprofit's video strategy:

Live action works best when:

• You want to showcase real people and authentic emotions
• Your work happens in visually compelling locations
• Donors need to see the actual impact of your programs
• You're telling personal stories or testimonials

Animation works perfectly when:

• You need to explain complex concepts or statistics
• Your work happens in hard-to-access locations
• You're creating report videos with infographics and data visualization
• You need to tell stories that would be difficult or sensitive to film
• You want to maintain consistent branding across multiple videos

Many nonprofits use a hybrid approach—live action for emotional connection and animation for explanation.

Useful Resource:
Animation vs. Live Action: Who WINS the Creative Battle?

What makes a good explainer video for nonprofits?

‍The best nonprofit explainer videos:

• Start by clearly identifying the problem your organization addresses
• Keep it under 90 seconds (viewers drop off significantly after that)
• Use simple language and avoid jargon
• Include clear visuals that support your verbal explanation
• End with a specific call to action

Whether you choose animation or live action, focus on clarity first. A complex explanation that looks beautiful but confuses viewers won't drive action.

What's the best platform to share nonprofit videos?

‍Think of it this way: YouTube is your video library (great for SEO and embedding), while native uploads to Facebook, Instagram, and LinkedIn will get more organic reach. Different platforms reach different demographics, so consider who you're trying to reach with each video.

How often should we make new videos?

‍Quality trumps quantity every time. One impactful video per quarter is better than monthly content that doesn't move people. During campaigns, however, increase frequency with purpose-driven content like donor updates and testimonials.

Conclusion + Call to Action

Storytelling fuels trust. Trust fuels change.

After looking at these 7 essential video types, it's clear that some form your critical foundation while others help expand your reach:

Start With These Three:

• Mission & Vision Video - Your cornerstone content that explains why you exist
• Testimonial Videos - Quick wins that build immediate trust
• Impact/Annual Report Video - Shows accountability and results

Add These Next:

• Fundraising Appeal Videos - Create these to support specific campaigns
• Explainer Videos - Clarify complex issues your organization addresses
• Volunteer Recruitment Videos - Build your support team
• Event Promo/Recap Videos - Drive participation and document success

Remember, authentic storytelling will always beat fancy production—so start with what you have rather than waiting for perfection. The most important step is simply to begin.

👉 Ready to bring your nonprofit's story to life? Let's talk. Yans Media helps organizations like yours create powerful, strategic videos that move people to act.