Video that Inspires

How to activate donors with video

I grew up around cameras and conversations about culture. My dad worked at Focus on the Family, and we were a homeschooling family with a deep appreciation for fostering a love of learning. Somewhere along the way, video and content creation became more than a hobby – it became a calling.

For over 10 years, I’ve produced video content in nearly 30 countries. I’ve filmed everywhere from the cathedrals of Europe to the jungles of Peru, to the halls of power in Washington D.C. And no matter where I go, one thing remains true: media can inspire an audience to action. At Fieldwork Media, that’s what we focus on – helping mission-driven organizations tell stories that raise awareness, grow revenue, and ultimately, shape culture.

Why Video Matters More Than Ever

We’re living in a media-first world. Messages that might have once reached supporters through direct-mail newsletters or press releases now compete with a constant stream of digital content. Video cuts through that noise.

Video cuts through that noise.

In fact, research shows viewers retain 95% of a message when it’s presented in video form, compared to just 10% when reading it (insivia.com). Including video in your email campaigns can increase click-through rates by up to 300% (charleagency.com). And when it comes to fundraising, 48% of donors say they’re more likely to give after watching a video (herenow.film).

Video also helps organizations reach beyond their immediate circle. It’s not just a trend, it’s where your audience already is.

Don’t Chase Viral – Focus on What Matters

There’s a common myth that success in video means going viral. But most high-impact nonprofit videos don’t explode online. They succeed because they’re honest, well-crafted, and aimed at the right audience.

The most compelling videos don’t just share facts – they tell human stories.

The most compelling videos don’t just share facts – they tell human stories. That’s what makes people care. Statistics may inform, but emotion drives action. If your content resonates with even a small group of committed supporters, it has done its job.

As leadership author Ken Blanchard said, “Satisfied customers aren’t enough – you need raving fans.” The same goes for donors. The right video, in the right room, with the right people – can tip the pendulum in receiving a transformational gift for your organization.

A Simple Framework to Get Started

We’ve helped organizations around the country make an impact with video. The case studies on our website demonstrate how an investment in telling your story is an investment in growing your organization. Here’s our basic four-step process we use to help visionary leaders take the first step.

1. Blue Sky: Start with the big picture. What’s your boldest vision for content? What story would you tell if you didn’t have any limitations on resources?

2. Strategy: Once the vision is clear, it’s time to plan. Who are you trying to reach? What platforms will work best? What might get in the way?

3. Execution: Time to make the plan a reality. Writing, filming, and editing – whether you use an in-house team, freelancers, a production partner – or a combination of them all.

4. Impact: Once the video is finished, how will people see it? What does success look like? Is it donor growth? Community response? Decide what matters – and track it.

What We’ve Learned Along the Way

If you’re thinking about integrating video into your fundraising or communications strategy, here are a few takeaways that might help:

• Keep it personal. People connect with people more than programs.
• Think long-term. A one-off video is fine, but a library of thoughtful content builds momentum.
• Measure what matters. Views can be misleading—look at engagement, shares, and measurable action.
• Know your audience. Tailor your message to your core supporters before trying to reach the masses.
• Don’t just comment on culture—create it.

Video is one of the best tools for capturing attention, building trust, and inviting people into a bigger story. When used thoughtfully, it can deepen donor relationships and drive long-term impact, taking your organization to the next level.

Be relentless to tell your story, because when you do, it will inspire others to action.

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David Coonradt is CEO of Fieldwork Media, a content studio serving mission-driven organizations. He has produced content in nearly 30 countries for brands and influencers like Museum of the Bible, Hillsdale College, and Kirk Cameron. David lives in Southern California and is active at his church, Calvary Chapel Chino Hills.