7 Video Strategies Proven to Boost Year-End Fundraising

Why Year-End Giving Is Your Most Strategic Fundraising Moment

The final stretch of the year is make-or-break for many nonprofits, and it’s only getting more competitive.

In 2024, Giving Tuesday hit a record $3.6 billion in U.S. donations, and December alone drives about 26% of annual nonprofit revenue. Donors are ready to give, but you’re not the only one asking.

To stand out in a competitive landscape, you need a story that connects fast, feels real, and moves people to act. At LAI Video, we specialize in producing content that fuels year-end giving campaigns, builds donor relationships, and strengthens fundraising strategies.

Here are seven proven approaches to boost your visibility, inspire generosity, and drive real results.

1. Show What Giving Achieves

Start with the “why.” About 75% of donors say they want to see proof of a nonprofit’s achievements before they give. A clear, engaging video can help show the difference your organization made this year. Consider including:

• Before-and-after visuals
• Clear metrics and milestones
• Real stories from the people you serve

This kind of storytelling shows supporters, volunteers, and new donors how they’re part of the work you’re doing. When your video captures real voices and moments of your work in action, your mission feels more relatable and connects across every marketing channel.

See how we helped No King Hungry spotlight the impact of one of their programs, The Monday Fund.

2. Spotlight Real Voices

Fundraising videos often land with audiences when they start with something real and personal. Instead of overly scripted messaging, consider featuring:

• Beneficiaries sharing their lived experiences
• Staff offering raw, behind-the-scenes photos and videos
• Longtime donors explaining their “why”

Authenticity drives connection, especially when paired with cinematic visuals and strong sound design. These moments are easy to repurpose into email outreach, campaign page content, and social media posts.

See how we worked with So Others Might Eat to feature real stories from employees and program participants in their identity video.

3. Connect with Audiences Through Paid Ads

A powerful message needs the right plan to get seen. Paid media can amplify your year-end campaign and help you reach more supporters across platforms. Use digital ads to deliver targeted content, including:

• Pre-roll ads on YouTube and streaming platforms
• Connected TV (CTV) and over-the-top (OTT) ads
• Streaming audio on platforms like Spotify and Apple Music
• Geotargeted campaigns for regional relevance
• Social ads on platforms like Facebook, Instagram, and LinkedIn
• Visual display ads across trusted websites

These formats allow you to test creative, retarget visitors, and track performance through views, clicks, donation rates, and conversions.

See how we partnered with RAINN connect with a younger audience through a targeted digital ad strategy, helping them reach year-long campaign goals in just six months.

4. Keep It Short and Mobile-First

More than 75% of global video views now happen on mobile devices. If your content isn’t optimized for smartphones, you’re missing your audience. Make your content mobile-friendly by:

• Keeping them under 90 seconds
• Adding captions for sound-off viewing
• Using bold text and uncluttered layouts

Short, engaging videos are easier to share across social media channels and perfect for mobile email campaigns, year-end fundraising pages, and Giving Tuesday posts.

Watch how we helped Partnership for a Healthier America promote their Good Food for All campaign with a series of vertical, mobile-first social media videos.

5. Clarify Complex Missions with Explainer Videos

Not every cause is simple. For campaigns and fundraisers that involve policy change, systemic challenges, or new initiatives, explainers help break things down. A strong explainer video can:

• Simplify your mission and make it approachable
• Introduce new programs or calls to action
• Add variety to your campaign content
• Drive donations by showing how giving creates impact

Use these on your donation page, in email appeals, and during live or virtual fundraising events. This content is also perfect for major donors who want a more detailed look at your programs.

See how we helped Trust for Public Land explain the real-world impact of their “Beyond the Blacktop” Schoolyards Initiative.

6. Repurpose Content Across Your Campaign

One great video can power every phase of your campaign. Extend its reach by using it in:

• Email marketing
• Year-end giving campaign pages
• Social media reels and stories
• Holiday newsletters and donor updates
• Live presentations or virtual fundraising events

You can also plan ahead to capture multiple pieces of content from one shoot. With smart scripting, you can create content that resonates across audiences, from casual viewers to your most loyal fundraisers.

Learn how to capture a full content library from one shoot in this blog.

7. Thank Donors with Video That Feels Personal

The thank-you message is a key part of donor retention and trust-building, building loyalty and keeping them coming back. Use video to show appreciation by:

• Featuring messages from your team and community members
• Showcasing the results of the year-end campaign
• Celebrating donations and generosity with energy and sincerity

A thank-you video can be shared in email newsletters, featured on your landing page, or used as a personal follow-up for major donors. These small gestures go a long way in deepening connection and encouraging future support.

See how we helped the World Food Program connect with donors and showcase their work and impact stories from the year.

Let’s Make Your Story Work Harder This Giving Season

Year-end giving is your organization’s final push. With the right story and a clear plan to share it, your year-end giving campaigns can reach more people and encourage them to give.

Whether you’re developing an idea or need a full team to support your fundraisers, LAI Video can help you bring your story to life and keep your mission moving forward. Let’s talk about how we can turn your vision into a campaign that gets results.

Reach out today to get started.

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FAQs: Using Video to Power Year-End Fundraising Campaigns

Why are campaign videos important for a nonprofit fundraising campaign

Campaign videos bring your mission to life. When produced well, they can combine storytelling with a clear call to action, helping your nonprofit emotionally connect with supporters, volunteers, and donors. Strategic video content can anchor your entire fundraising campaign, driving awareness and donations across platforms.

How can explainer videos help raise awareness?

Explainer videos are ideal for breaking down complex topics in a way that’s easy to understand. Whether you’re introducing a new initiative or clarifying how your nonprofit operates, this type of content increases engagement and helps boost visibility across social media and your donation page.

Where should I feature my video for maximum impact?

Your video should appear across your campaign page, landing page, email campaigns, and social media posts. Repurposing your content across these channels helps reinforce your message and keep your nonprofit top of mind during the year-end giving season.

Can one video support an entire fundraising campaign?

Yes. One well-planned video production can yield enough material for your entire year-end strategy. Also, you can cut it into teasers, testimonials, thank-you messages, and calls to action that work across all major marketing and fundraising channels.

How do videos support Giving Tuesday?

Giving Tuesday is one of the biggest giving moments of the year. Strategic content can make your cause stand out, especially when integrated into a strong email push and promoted across social media channels. Overall, many organizations see a direct lift in donations when video is part of their Giving Tuesday toolkit.

How can I engage volunteers using video content?

Short-form video is a great way to spotlight volunteers in action, share their stories, and show appreciation. Whether you’re looking to boost morale, bring in new volunteers, or give supporters a look behind the scenes, this kind of content helps people feel more connected to your mission.

How can I use email fundraising effectively at year-end?

Email fundraising plays a crucial role in any year-end giving strategy and video marketing strategy. Use donor segmentation, personalized subject lines, and authentic storytelling to increase open rates and engagement.

How can a multichannel strategy improve my fundraising results?

A multichannel strategy helps you reach donors across email, social media, video, direct mail, and your website. Repurpose video content to maintain a consistent message across channels while tailoring the format to each audience. This unified approach helps improve engagement and donation rates.