If you’re dipping into the world of charity video production, you probably know that a well-made video can be important for your organisation. It can boost awareness, spark engagement, and most importantly, inspire action through winning hearts and minds.

But not all charity videos work. Some tug at the heartstrings and make a difference, while others are a bit boring and basically do nothing for anyone. You don’t want to be making the latter and it can really affect your organisation’s credibility. 

So, how do you ensure your charity video production will create something that is any good? Here are 5 things to consider. 

1. Start with a Clear Story

A compelling story is the backbone of every great charity video production. You want people to connect, feel something, and take action. So, before you even think about picking up a camera, do some pre-production. Ask yourself:

• Who is this story about?
• What problem are they facing?
• How is your charity helping that person?
• What do you want your audience to do after watching?

With charity video production you want to keep it personal. A single, powerful story—rather than a vague overview of your charity’s work—tends to resonate much more. Introduce us to a real person your charity has helped, show their journey, and let them share their experience in their own words and voice. That’s where the emotional magic happens. Let that social proof sing!

2. Keep It Short and Snappy

People’s attentions spans are really short, and it’s getting shorter with how people are consuming video content today. Your charity video production needs to produce something that will grab people’s attention from the get-go and keep them hooked. Aim for around 60-90 seconds if it’s for social media, and no more than 3 minutes for a general campaign video.

How do you keep things engaging?

• Start strong. The first 5 seconds should make people want to keep watching.
• Avoid rambling. Stick to your key message and keep it concise. 
• Use dynamic visuals such as B-Roll and don’t just rely on people talking, interviews and talking heads.
• End with a clear call to action (CTA). i.e. What do you want viewers to do next? Don’t let them have to come up with their own solution. People can be lazy!

3. Invest in Good Quality Audio and Visuals

You don’t need a Hollywood budget for a great charity video production, but bad audio and shaky visuals have a detrimental effect and ruin your organisation’s credibility. Viewers might forgive slightly less-than-perfect video quality, but if they can’t hear what’s being said they’ll switch off in a heartbeat. When you make something that sounds bad, how does reflect on you as an organisation?

Some quick wins:

• Use an external microphone rather than your camera’s built-in one. We use a lot of lapel microphones like the Rode Wireless Pro when filming charity videos. 
• If you’re filming on a phone, get a tripod or stabiliser. Don’t rely on someone holding the camera for you (however much they promise that they have steady hands!)
• Make the most of natural light. Shoot outdoors or near a window. Never shoot with a window or light source behind you unless you have lighting to balance it out. (you’ll look like a silhouette)
• Edit wisely, cut out any fluff and keep the pacing tight. Be ruthless with your charity video production. Sometimes you’ll need to cut something you don’t want to but if it’s going to work better that way then do it!

4. Make It Emotional, Not Just Informational

People donate because they feel something, not because you hit them with a barrage of statistics. Yawn.  A successful charity video production focuses on the emotional connection first, facts second.

That doesn’t mean stats aren’t useful—they are, and they can provide impact! But instead of leading with “12,000 people are affected by stubbing their toe,” try something like: “Meet Frank. Last year, he stubbed his toe. Now, thanks to your support, he’s in a much better place.” That in itself encapsulates everything. A subject, a problem and a solution. 

Emotion drives action. Show the human impact and tell real stories, and let your audience feel why your cause matters.

5. Optimise for Different Platforms

A solid charity video production isn’t just about creating one good video—it’s about making sure it reaches the right people in the right way. And that means optimising it for different platforms.

• Social Media: Keep it short, add captions (most people watch without sound), and grab attention immediately. Use a 9:16 aspect ratio so people can watch it on their phones without turning it sideways.
• Website: A slightly longer, more detailed version can work here.
• Email Campaigns: Embed your video and keep the text minimal. Let the video do the talking.
• Fundraising Events: Good charity video production can help immensely on the fundraising side. High-quality, heartfelt film can be incredibly impactful when played at an event.

When considering all of this, think about your intended audience and where they are encountering this video. That will give you the clues you need to decide what channels to use and how your video will need to be optimised accordingly. 

Final Thoughts

Quality charity video production isn’t about fancy gear or big budgets. It’s about storytelling, emotion, and clarity. If you can nail these five elements—crafting a strong story, keeping it short, ensuring good quality, focusing on emotions, and optimising for different platforms—then you’ll probably do alright!

So, grab your camera, get creative, and start making videos that truly make a difference! Whether you’re aiming to raise awareness, drive donations, or rally volunteers, a well-made video is one of the most powerful tools in your charity’s toolkit.

If you need a hand with your charity video production, feel free to give Ken Chu Videography a call, and we can talk about how we can put this together for you and make a real impact with your charity videos.