Animated fundraising video for a nonprofit or school: one story, one ask

Fundraising has a strange rule: the bigger the problem you describe, the less people tend to give. Tell someone that millions of children need books and they sigh. Tell them that one girl in your town reads the same library book for the fourth time because it is the only one at home, and they reach for their wallet.

An animated fundraising video is a very good way to tell that second kind of story, for a charity, a community group, a sports club or a school raising money for a new playground. Here is how to structure it, what to ask for, and how to keep it honest.

What makes a fundraising video work?

One person or one place, one need, one concrete thing a gift will do, and one clear ask. Donors respond to something they can picture and something they can finish. "Help us fight hunger" has no end. "25 dollars fills a lunchbox for a week" does, and people like completing things.

One face, one need, one gift, one link.

How do you structure a nonprofit fundraising video?

Use four parts: the story (a person, a moment), the need (what is missing), the difference (what a gift changes, with a real amount), and the ask (exactly what to do, right now). The story should take up most of the time. The ask should be short, specific and impossible to miss.

1. Step 1

   The story. Introduce one person, family or place. Keep it true, or clearly a composite based on real situations.

2. Step 2

   The need. What is missing in their day? A warm meal, a ride to the clinic, a working heater in the classroom.

3. Step 3

   The difference. Show what changes when help arrives, and put a real, honest amount on it.

4. Step 4

   The ask. One action, one link, one deadline if you have one: "Give by Friday at our website."

5. Step 5

   The thank-you. A short line that thanks people in advance, and a separate film afterwards telling them what their money did.

Fundraising video script examples

Here are three short scripts, each around 30 seconds, for different kinds of causes. Names and amounts are examples: use your own real figures.

• A food bank "This is Leo's lunchbox. On Mondays, it is full. By Thursday, it often is not. At Hillside Food Share, 25 dollars fills it for a whole week. This winter, we want to fill 300. Give a week at hillsidefoodshare dot org."
• A school playground "Our playground has one slide, one swing, and 400 children with opinions. This spring, Elm Street School is building a new one, with space for every kid, wheels included. Every $10 buys a square of soft ground. Help us build it before the summer."
• An animal shelter "Biscuit arrived cold and nervous. Three weeks of warm blankets, vet checks and patience later, he found a family. Your $30 gives the next Biscuit those three weeks. Give at our website, and meet him in our next film."
• A youth sports club "Twelve kids, one ball, and a coach who drives the van. Our season needs new kits and a second ball, please. $50 kits out one player. The team will play better, and sing louder."

Why use animation for a charity or school fundraising video?

Because a drawn film protects dignity and privacy. Many people a nonprofit helps, especially children, should not be filmed or photographed for an appeal. An illustrated Leo or Biscuit can carry the story without anyone's real face appearing. Animation also costs far less than a film crew, which donors quietly appreciate. Need a starting shape? Our 30 second script examples adapt well to appeals.

It also works when the thing you are raising money for does not exist yet: a new roof, a new playground, a new program. You cannot film it. You can draw it.

How long should a fundraising video be?

Aim for 30 to 60 seconds on your donation page or in an email, and 15 to 20 seconds for social posts that lead to that page. At a fundraising event, a slightly longer film of up to 90 seconds can work, because the room has already chosen to be there.

What should you avoid in a fundraising video?

Numbers you cannot back up, a list of every program you run, and asking for "any amount". Honest figures build trust; vague ones make careful donors hesitate. And always add captions, since many people watch appeals on a phone with the sound off. Our guide to captions and subtitles helps.

For writing the words themselves, see how to write a script for a 30 second animation. After the campaign, thank your donors the way good shops thank customers, as in our thank you video guide.

Making your appeal film in Nine

Give Nine your organization's or school's website address and it reads your name, colors and typeface, so the appeal looks like it came from you. Then paste your script as A script, one paragraph per part, and each becomes a scene. Or record your head teacher or volunteer lead reading it aloud and use A voice recording: the drawn film follows their real voice. The crew adds music and sound effects while you watch, and checks the film before you see it. No photos of real children or clients needed.

Say "warmer" or "less sad at the start" to get a new version. Social cuts up to 20 seconds fit the Film plan at $29 a month; a 30 second appeal needs Film + Transparent at $169; a 60 to 90 second event film needs Production at $639. Uploads are never used to train anything. See pricing, or try it.