by Matt Pearl, Pearl Impact Media
For three straight days recently, I attended a virtual conference for nonprofit leaders. My company was a sponsor and video partner.
And one theme came through loud and clear.
Exhaustion is real. Burnout is real.
The purpose we feel for our work is also real, of course, but so is the genuine fear that our work might not be sustainable, especially in this moment. Many nonprofit leaders are asking themselves a difficult question:
How do we keep showing up for the people who need us while ensuring our organization survives?
But there was another theme I noticed.
The organizations that come through times like these are the ones that keep thinking long-term. They balance the urgency of the present with the goals of the future.
That’s where storytelling comes in.
Specifically, that’s where video comes in.
Video can feel intimidating. It can feel expensive. Sometimes it feels like a “nice-to-have” rather than a necessity, especially when you’re worried about sustaining programs or retaining employees.
But videos done right? They lift all of that.
They help nonprofits build awareness. They help nonprofits raise funds to not just stay afloat but expand. They help nonprofits achieve their goals.
The truth is: most nonprofit leaders aren’t afraid of investing in video.
They’re afraid of investing in video that doesn’t work.
They’re afraid the videographer won’t understand their organization. They're afraid the board will question the expense. They're afraid the video will get used once and then forgotten.
I always say: It’s not about "doing video".
It’s about video that gets used - and remembered - because it truly represents you.
As a broadcast journalist, a nonprofit board member, and now the founder of Pearl Impact Media, I’ve been a part of stories that have moved audiences of all sizes.
In the nonprofit space in particular, the organizations that create the most powerful videos raise the right questions throughout the process ... questions that too often don't get asked.
Here is a ten-question framework to ensure your investment pays off:
STAGE 1: "We're Thinking About It"
1. Why don’t most nonprofit videos work?
My honest opinion? A lot of nonprofit videos - even expensive ones - are underwhelming.
They often look fine: slow-motion footage, warm colors, uplifting music, smiling families, sunsets.
But they feel generic. There’s no natural sound. No real-life moments. No genuine narrative.
Sometimes the footage isn’t even real; it’s stock video that could represent almost any organization. And if your video could represent any organization, it won’t move people to act.
A great nonprofit video doesn’t just look good.
It makes viewers feel like they’ve stepped inside your world.
2. What are our larger goals?
A video is not just content. It’s a strategic storytelling asset. Before creating one, organizations should be aligned on questions like:
- What problem does this video solve for us?
- What does success look like 12 months from now?
- Where will we actually use this video?
- Does our leadership team understand the purpose?
Without that clarity, even a beautifully produced video can fail to achieve your desired goals.
3. What is our anchoring moment?
Often, the most effective nonprofit videos center around a moment.
A capital campaign. A milestone anniversary. A strategic pivot. And, of course, a major event.
A narrative-driven video signals seriousness about that moment. It invites your audience to care as well.
4. Who is our audience?
This sounds obvious, but it’s often overlooked.
You should know:
- Who you're trying to reach
- What you want them to do after watching
- What they want to hear from you
That last one is the most important. The videos that work best aren’t just about what the organization wants to say. They’re about what the audience wants to see.
STAGE 2: “We’re Looking for a Storyteller”
5. How much should video cost?
This question makes people nervous. But the answer is actually pretty straightforward.
A strong signature video, 2-3 minutes long, should never cost six figures - and rarely cost five.
Most often, it should fall somewhere in the mid-fours.
One of the biggest cost variables is production time. And it's where nonprofits should be careful. Many agencies offer lower prices but only spend a few hours in the field actually shooting footage. That yields exactly the kind of generic footage that submarines most nonprofit videos.
When I produce a signature video, I spend - at minimum - one full day in the field capturing interviews, moments, and context. That’s where stories come to life.
6. Is this storyteller the right fit?
Choosing a videographer can feel intimidating. Here's a strong checklist for evaluating fit:
- Before you meet, watch their work and ask yourself: Did this video make me feel connected to the organization? Did it show what makes that nonprofit special - or what makes it different?
- During a consultation, pay attention to how the storyteller talks about their work. Are they focused on pretty visuals? Or do they ask about the results your organization needs?
- Make sure they understand how to approach nonprofit storytelling in an ethical way. Protecting the dignity and humanity of the people you serve is non-negotiable. Make clear your standards.
STAGE 3: “We’re Working With a Storyteller”
7. Have we clearly conveyed our message?
A storyteller can only represent your organization well if you give them the right tools.
This includes your branding and visual guidelines, organizational goals, broader storytelling strategy, and desired call to action.
There’s no single formula for telling a great story. The more clarity you provide, the stronger the result will be.
8. How will we capture what makes us unique?
Your organization has moments that outsiders rarely see. Think proactively about what they are and how a videographer might capture them. We're talking about:
- Your most powerful success stories
- Your most passionate supporters
-
The moments when your work is most visible and meaningful
And take note: Sometimes it’s not the polished success story that resonates most. It’s the story that’s still unfolding.
9. Are we willing to be vulnerable?
This is one of the most important — and most difficult — questions.
Why? Because the nonprofit videos that move audiences the most are rarely sanitized.
They acknowledge challenges.
They show reality.
They let viewers see the work in progress.
When organizations are willing to share both their victories and their struggles, audiences lean in. They want to help.
STAGE 4: “We Have the Video. Now What?”
10. How will we actually use the video?
This is the question that determines whether your video becomes a powerful asset ... or something that sits quietly on a digital shelf. The best videos get used everywhere:
- Events and fundraising appeals
- Website homepages
- Grant proposals
- Donor presentations
- Board meetings
- Email signatures
For the most part, the goal shouldn't be social media views. Nonprofit videos rarely go viral. The best ones move the right people to take the right action.
What do all these questions, when fully thought through, look like in action?
Recently I worked with an organization that had a major fundraising event approaching. I could see from the start how intentionally they approached the video project, including hiring me to produce it. They knew their goals, spent time to ensure I was aligned on them, and gave me the background and space to create a memorable product.
At their event, the new video played just before their fundraising appeal. The result? They more than doubled what they expected to raise.
Was the video solely responsible? Of course not. But it helped the audience see and feel exactly why the organization mattered. That’s the power of storytelling done with intention.
In moments like this, when the future can feel uncertain, owning your story matters more than ever.
The right video doesn’t just describe your work. It helps sustain it.
***
If you’re exploring a video project and want to think through the story you’re trying to tell, give me a shout. A quick conversation can help clarify:
- Whether a video makes sense right now
- What success would look like
- What kind of storytelling would actually move the needle for your organization
You can schedule a free consultation through our online calendar. I’d love to hear about the work you’re doing and the goals you're trying to achieve.
Matt Pearl is the founder of Pearl Impact Media, where he specializes in nonprofit video storytelling and production. A nationally award-winning journalist with 20+ years of video storytelling experience, he now helps organizations turn their stories into signature assets used across fundraising campaigns, donor communications, and major events and galas.
