Producing a fundraising or educational charity video involves a detailed production process of planning, filming and editing. Clear communication and thorough planning are vital in ensuring that filming is effective and the final film fulfils the production aims and objectives, thus delivering an engaging video with strong key messages and a compelling ask.
One of the key questions we ask when planning a charity video is - who is this video targeted to; who is your audience?
Clearly defining the target audience ensures that the creative and messaging connects with the audience on a personal level and that the video gains maximum impact. Understanding the audience allows us to understand what motivates a community to act; this insight helps us to create the right video style and messaging to engage, inspire and motivate.
Three ladies shopping in a local supermarket - not necessarily one of the images that would come to mind with production of a charity video but for us, it was all part of the process of showing the wide variety of impact that The Mothers's Union is having both here in the UK and around the world.
Today is Housing Day when the positive impact of social housing is celebrated across the UK. Our latest films, produced for resident-led housing association Phoenix Community Housing, tell the stories of their residents to support their annual report. The films positively demonstrate how important social housing has been, and still is in the UK today.
Our video training courses train charity staff to create short videos on their iPhones and one of the key parts of the training is helping people to gain a good video interview. Speaking to a beneficiary, volunteer, fundraiser or staff member is an effective way to show the difference your charity makes. Once you’ve identified someone willing to tell their story, the next challenge is ensuring that the interview brings out the best of their story. Interviewing can be challenging and asking the right questions is key to telling better stories.
At the heart of our work is telling stories that matter and these films require a strong narrative. A compelling story creates an emotional response thus helping viewers engage with a charity’s work. We’ve filmed all over the world, meeting people facing tremendous challenges and hardships and being able to hear their voice and their experiences in an authentic and sensitive way is an effective way to engage supporters. Inspiring stories will emotionally grab and connect on a more personal level.