The 5 Types of Video Every Nonprofit Needs
Most nonprofits know they need video. The challenge isn't convincing anyone it matters, it's figuring out where to start. Here are the five types of video every nonprofit should have, mapped to the moments in your year when they matter most.
Most nonprofits know they need video. The challenge isn't convincing anyone it matters, it's figuring out where to start. A mission video? Social media content? Something for the gala? When you're working within a budget and managing a busy team, you can't do everything at once. You need to know which types of video will actually move the needle for your organization and when to deploy each one.
Here are five types of video that every nonprofit should have in its toolkit, mapped to the moments in your year when they matter most.
1. Mission Video
What it is. A mission video is your brand cornerstone, a polished, emotionally resonant piece that captures who you are, why you exist, and what you're working toward. It typically runs two to four minutes and features interviews with leadership, staff, or the people your organization serves.
When it matters most. Before a capital campaign, a major rebrand, or any moment when you're introducing your organization to a new audience. This is the video that lives on your homepage, opens your pitch to funders, and anchors your giving deck. If your current mission video is more than two or three years old, or if you don't have one at all, this is the place to start.
Where it works. Website homepage, donor presentations, board meetings, campaign landing pages, gala screens.
2. Fundraising and Campaign Video
What it is. A fundraising video is designed to drive a specific action: a donation, a registration, a pledge. It tells a focused story tied to a campaign, event, or appeal and is built to move people from awareness to action. These can range from a 60-second spot to a five-minute narrative depending on how and where they'll be used.
When it matters most. Leading into your biggest fundraising moments. If you have an annual gala, a giving day, an end-of-year appeal, or a capital campaign launch, this is the video that does the heavy lifting. The best fundraising videos don't just ask for money, they show the impact of giving so clearly that the ask almost makes itself.
Where it works. Gala presentations, email campaigns, social media ads, campaign landing pages, major donor meetings.
3. Donor Spotlight and Feature Story Video
What it is. A short, interview-driven piece that highlights a real person connected to your mission. This could be a donor, a beneficiary, a scholarship recipient, or a volunteer. These videos put a human face on your impact and give supporters a reason to feel personally connected to your work.
When it matters most. During stewardship season and between major campaigns. This content is valuable for keeping donors engaged even when you're not actively asking for money. The goal is to make sure your organization does not go quiet for six months between your gala and your next appeal. Donor spotlights can fill the gap with stories that sustain conviction and remind supporters why they gave in the first place.
Where it works. Email newsletters, social media, annual reports, donor appreciation events, website impact pages.
4. Social Media Video
What it is. Short, high-quality pieces built for the scroll. Social media videos can be as short as 15 seconds or as long as 90 seconds, designed for Instagram, LinkedIn, Facebook, or TikTok. There are a variety of approaches you can take: event teasers, program highlights, quick testimonials, or behind-the-scenes moments. They're not meant to tell the full story. They're meant to stop someone mid-scroll and pull them closer to your mission.
When it matters most. All year. This is your always-on content. The goal is to always be top of mind. While mission videos and fundraising films are tied to big moments, social media video keeps your organization visible and relevant between those peaks. The smartest approach is to plan social content alongside your larger productions, capturing short-form pieces during the same shoot so you get months of content from a single production day.
Where it works. Instagram Reels, LinkedIn posts, Facebook, event promotion, email headers, paid social ads.
5. Event Coverage and Gala Content
What it is. Professional documentation of your highest-energy moments: your annual gala, a milestone celebration, a signature fundraising event. This includes highlight reels, real-time interviews, behind-the-scenes footage, and social cutdowns. The goal isn't just to capture the night. It's to turn one event into a content system that works for you long after the tables are cleared. A high-energy event sizzle reel will also make potential guests and supporters want to attend your next event.
When it matters most. The weeks leading up to and following your biggest event of the year. Pre-event teasers build anticipation. Night-of content captures the energy. Post-event recaps extend the momentum and give you material for donor follow-up, social media, and next year's promotional cycle.
Where it works. Post-event donor emails, social media recaps, next year's event promotion, board presentations, sponsorship decks.
Putting It All Together
These five video types aren't a checklist to complete all at once. They're a strategic toolkit you can draw from based on where your organization is in its fundraising cycle and what you're trying to accomplish in the next six to twelve months. The right mix depends on your goals, your audience, and the moments on your calendar that carry the most weight.
If you're launching a campaign, start with a fundraising video. If you're in a rebuilding or rebrand phase, invest in a fresh mission video. If your donors are disengaging between events, donor spotlights and social content can quickly bridge that gap and keep supporters connected to your story year-round.
The nonprofits that get the most from video aren't necessarily the ones spending the most. They're the ones who understand which type of video matches the moment and work with a partner who can help them make that call.
Not Sure Where to Start?
Every nonprofit's video needs are different. The best first step is a conversation about your goals, your calendar, and the moments that matter most to your supporters. From there, the right video strategy becomes clear.
Let's figure out what makes sense for your organization.
Start a ConversationWRITTEN BY 1708 MEDIA
1708 Media is an Emmy-winning video production company built for nonprofits. We produce mission films, fundraising videos, social content, and yearlong video partnerships for organizations across the country.