1. A Real Human Story

Forget facts and figures at the start—lead with people. Viewers connect with stories about individuals, not abstract causes. Start your video with a relatable face, a compelling voice, or a personal challenge.

Example: Instead of “We help 3,000 families each year,” try “Maria was living in her car with two children when we met her.”

Why it works: It draws the viewer in emotionally—and makes your mission feel real.

2. A Clear Problem and Purpose

Within the first 15–20 seconds, the viewer should understand:

• What issue you’re addressing
• Why it matters
• What you’re doing about it

Don’t assume they already know your cause. Use visuals, narration, or quotes to quickly paint the picture—and then position your nonprofit as part of the solution.

3. Visual Authenticity

Your video doesn’t need to be flashy—it needs to be authentic. Real footage, natural lighting, and honest interviews build trust. Avoid over-polished stock content or scripted testimonials.

At Visual 14, we use a mix of handheld camera work, documentary-style interviews, and location sound to bring out genuine emotion and credibility.

4. A Call to Action That Feels Personal

What do you want the viewer to do after watching? Donate? Volunteer? Share? Be specific—but also human.

Example:

Instead of “Click the link below to give,” say:
“Your gift today could give someone like Maria a place to call home.”

Make the viewer feel like they’re part of the mission, not just a transaction.

5. Brevity with Impact

Attention spans are short. Keep your video under 2 minutes—or even better, under 60 seconds for social media. The goal is to inspire curiosity and emotion, not explain everything.

Structure idea:

• 10 seconds: Hook (a moment, voice, or question)
• 30 seconds: Problem + what you do
• 15 seconds: Transformation
• 5–10 seconds: Call to action

If your story resonates, people will want to learn more.