Why Charities Should Use Video to Tell Their Story..
Video is one of the best ways for charities to connect with people, share their mission, and inspire action. In a world where attention spans are short and digital content is everywhere, video stands out. It brings stories to life, creates emotional connections, and helps charities reach more people in a way that’s clear, engaging, and memorable.
Why Video Works for Charities
It Builds Connection – Seeing real people and hearing their stories makes a cause feel personal. A well-crafted video can touch hearts and inspire action in ways text alone can’t.
It Gets More Engagement – Video content is shared more often than static images or text, meaning your message can reach a wider audience with less effort.
It Makes Complex Messages Simple – Whether you’re explaining your mission, showing the impact of donations, or training volunteers, video helps get the message across quickly and effectively.
It Boosts Fundraising – A compelling video can make potential donors feel the urgency of your cause and motivate them to contribute.
It Stands Out Online – Social media platforms prioritize video content, so it’s more likely to be seen and shared compared to other types of posts.
How Charities Can Use Video
There are many ways charities can use video to connect with their audience and drive action. Here are a few ideas:
Real Impact Stories – Showcase the lives your charity has changed through personal, heartfelt stories.
Fundraising Appeals – A well-produced video can make all the difference in a fundraising campaign by showing exactly why donations are needed.
Volunteer Spotlights – Highlight the work of your volunteers and inspire others to join in.
Educational Content – Spread awareness about the issues your charity tackles and provide valuable information to your supporters.
Event Highlights – Capture key moments from fundraising events, community initiatives, or special projects.
Thank You Messages – A simple, heartfelt video thanking donors and volunteers can go a long way in building lasting relationships.
How PURE Helps Charities
At PURE, we’ve worked with charities to create videos that make a real impact. Some of our projects include:
St John - produced the annual, National TV campaign for 5 years running.
Hospice – produced TV commercials, social awareness campaigns, event videos, HR videos and volunteer videos.
Melanoma New Zealand – produced engaging social awareness videos, annual fundraising campaigns and event videos.
Blind and Low Vision NZ – produced training videos, awareness campaigns and National event videos.
Check out some of the examples
Melanoma New Zealand - Fundraising Campaign
St John - National Fundraising Campaign
Blind Low Vision New Zealand - Event Race Videos
Hospice - Fundraising Campaign
Hospice - Event Video
Melanoma New Zealand - Awareness Campaign
How to Fund Video Production
High-quality video production is an investment, but there are ways to make it more affordable:
Grants & Sponsorships – Many organizations and government programs offer funding for media and marketing efforts.
Corporate Partnerships – Businesses that align with your cause may be willing to sponsor a video or contribute resources.
Crowdfunding – Running a small fundraiser specifically for video content can be very effective.
In-Kind Support – Some production companies (including PURE) offer discounted rates or pro bono work for charities.
What Does Video Production Cost?
The cost depends on the type of video and its complexity. Here’s a rough guide:
Short Social Media Video: $1,500 - $3,000
Interview or Testimonial Video: $3,000 - $6,000
Fundraising or Awareness Video: $5,000 - $15,000
Comprehensive Campaign Package: $10,000 - $30,000+
While this might seem like a big investment, a great video can bring in more donations, increase engagement, and raise awareness—making it well worth it.
PURE’s Annual Charity Video Support Package
Every year, PURE selects five charities to receive discounted video production services. Our goal is to help great causes share their stories and make a bigger impact through high-quality video content.
If your charity is interested, get in touch with us. We’d love to help you bring your message to life.
