DRAGONFLY’S GUIDE
Charity Video Guide

Making a Charity video can be tricky, you need to get the tone right when you’re asking people for help, or trying to get their attention. Video is one of the best tools a charity has to reach the public, which is why we’ve made this handy Charity Video Guide to help you find the right direction for your video.

2020

Charity Video Guide 1

TELLING YOUR STORIES
with real emotion

Making a Charity video can be tricky, you need to get the tone right when you’re asking people for help, or trying to get their attention. Video is one of the best tools a charity has to reach the public, which is why we’ve made this handy Charity Video Guide to help you find the right direction for your video.

CHARITY GUIDE 01

Guide No. ONE

Understand your 
audience 
Understand
your audience
Like all video productions, charity films require you to 
understand your audience. When you’re looking to start 
fundraising, or to bring in donations, you need to be acutely 
aware of just how you are coming across to your viewers. 
People can be very stubborn and defensive when they’re being 
asked to part with their cash, and some promotional material 
for charity can feel quite alienating. This is the worst 
combination and must be avoided at all costs.

The hardest audience to capture is the young male – they’re 
notorious in the industry for being dismissive of charity 
and the smallest proportion of the demographic that will 
actually donate. Although not strictly a video campaign, 
the movement of ‘Movember’ is one of the best examples of 
how understanding your audience and your demographic can 
turn the odds in your favour. It taps right into the core 
values of a key demographic in a way that lets them feel 
like they can take an active part in the campaign, and 
also generates a whole experience around the subject matter.
Charity Video Guide 3
01
02

Guide No.
TWO

The Script

CHARITY GUIDE 02

Guide No.
TWO

Charity Video Guide 4
Write, and re-write
your script
Write, and
rewrite
your script
It’s the backbone of the whole production. A well-honed 
script will sell your idea, convert the sceptics and do so 
in a way that is both meaningful and effective. You cannot 
underestimate the importance of a highly crafted script for 
a charity video, and before any shooting or animation takes 
place the script must be finalised! But before you get to 
this stage there are certain key elements that have to be 
thrashed through with the creative team and the scriptwriter.

SCRIPT LENGTH CALCULATOR >

CHARITY GUIDE 03

Guide No. THREE

Finding your 
voice
Finding your
voice
Working with your own team, or our in-house creative department
you will want to ascertain just how you want your organisation
to come across. Are you a very serious charity that wants to 
demonstrate the black and white nature of your work? Is there 
scope for humour in the production? 

At this stage it is all about how you want to be perceived, 
which is something that has to be agreed upon with the 
creative staff before anything proceeds. Simple market 
research, or more specifically focus groups, can help in 
this area to get a full understanding of how your audience 
perceives you.
03
04

Question No.
FOUR

The Detail

GUIDE No. 04

Guide No.
FOUR

Get your facts
straight
Whilst it goes without saying that you need to create an 
emotional connection with your audience, if you can back 
this up with hard hitting facts and statistics, then once 
you’ve grabbed your viewer’s attention, you can make sure 
that you keep hold of it. Nothing is more convincing when 
you’re trying to convince someone than hard evidence to 
support your claims. When you’re asking for money it’s vital 
to show exactly what it will be used for.
Charity Video Guide 6
Charity Video Guide 6
Get your facts
straight
Whilst it goes without saying that you need to create an 
emotional connection with your audience, if you can back 
this up with hard hitting facts and statistics, then once 
you’ve grabbed your viewer’s attention, you can make sure 
that you keep hold of it. Nothing is more convincing when 
you’re trying to convince someone than hard evidence to 
support your claims. When you’re asking for money it’s vital 
to show exactly what it will be used for.

CHARITY GUIDE 05

Guide No. FIVE

Charity Video Guide 8
05
Target your content
Target your
content
Define exacting parameters for what you want to say in your 
video! You want to let the scriptwriter know precisely what 
they need to convey. This stage also involves understanding 
any barriers that may stand in the way of the audience. Are 
there any things about the charity that are often 
misunderstood? Are there any prejudices against the work it 
does? When it comes to creating a charity video these things 
need to be addressed in order to maximise conversion rates.
06

Question No.
SIX

Looking Forwards

CHARITY GUIDE 06

Guide No.
SIX

Charity Video Guide 10
Choose your production
style
Choose your
production
style
Animation or Live Action is a choice that you will of course 
make before the scripting process, but it’s worth considering 
the elements you require in the script and how this applies 
to your charity before you choose a specific medium.
Animation or Live Action is a choice that you will of course 
make before the scripting process, but it’s worth considering 
the elements you require in the script and how this applies 
to your charity before you choose a specific medium.

CHARITY GUIDE 07

Guide No. Seven

Animation.
Animation.
Animations are an incredibly effective way of getting across 
a lot of information. They can help explain precisely what 
your cause is, or demonstrate your products or services to 
clients or investors.

With animated video productions the possibilities are 
limitless. You can create whole worlds, or characters which 
can become the focus of your charity marketing campaign. 
These will become the faces of your organisation and can be 
used repeatedly in different drives. Audiences love 
familiarity and, by creating memorable animated characters, 
you can be sure that they will instantly recognise 
your brand.
Animations are an incredibly effective 
way of getting across a lot of information. 
They can help explain precisely what your 
cause is, or demonstrate your products or 
services to clients or investors.

With animated video productions the 
possibilities are limitless. You can create 
whole worlds, or characters which can become 
the focus of your charity marketing campaign. 
These will become the faces of your 
organisation and can be used repeatedly in 
different drives. Audiences love 
familiarity and, by creating memorable 
animated characters, you can be sure that 
they will instantly recognise your brand.
07
08

Guide No.
EIGHT

Live Action

CHARITY GUIDE 08

Guide No.
EIGHT

Live Action. 
With live action you get the opportunity to demonstrate the 
real human story behind the charity. You can examine the 
impacts of your cause and show just how donations can make 
a difference to those that require help. 


On location filming will give the audience a true 
understanding of where their money is going and can tangibly 
demonstrate the rewards of donating.
Charity Video Guide 12
Charity Video Guide 12
Live Action 
Live
Action
With live action you get the opportunity to demonstrate the 
real human story behind the charity. You can examine the 
impacts of your cause and show just how donations can make 
a difference to those that require help. 


On location filming will give the audience a true 
understanding of where their money is going and can tangibly 
demonstrate the rewards of donating.
With live action you get the opportunity to demonstrate the 
real human story behind the charity. You can examine the 
impacts of your cause and show just how donations can make 
a difference to those that require help. 


On location filming will give the audience a true 
understanding of where their money is going and can tangibly 
demonstrate the rewards of donating.

CHARITY GUIDE 09

Guide No. NINE

Stay consistent 
Stay
consistent
It’s no good thinking of a campaign and just jumping straight 
into the video, nor is it a good idea to just run with a 
leafleting campaign and then consider other media later. 
Any video campaign for charity needs to be approached as any 
branded production would, with a clear goals and with a view 
to the future. 

How can we create a sense of branding that is not only 
reliable and memorable, but which is imitable across all 
media platforms? Are we going to make three of these videos,
four?… These are the questions we ask, and they are the 
questions that you ought to be considering.
09
10

Guide No.
TEN

A Final Note

CHARITY GUIDE 10

Guide No.
TEN

Key Things To Remember
Key Things
To Remember
Market research is simply essential.

A longer video campaign means that a stronger narrative can 
be developed, whilst a shorter one will be constructed with 
a clear end in sight.

Animations make for better multi-media campaigns as well as 
technical and informative videos.

Live Action films are better for more emotive causes and 
drives for fundraising.

Scripting is of paramount importance before any production 
begins!
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