Still from 'Out of Order' (dir. Amanda Bluglass, cinematography by Christy Pessagno and Julie Mack)

In an era where attention is the new currency, nonprofits and other mission-driven organizations face a unique challenge: how to cut through the digital noise and make their message resonate with potential donors, volunteers, supporters, and customers. The answer? Video content. At The Rule of Thirds, we've seen firsthand how video transforms mission-driven storytelling from compelling to unforgettable.

The Power of Visual Storytelling in Numbers

72% of donors say they’re ‘very likely’ to donate to a non-profit after watching a video about their work. - Here Now Films
57% of people who watch nonprofit videos go on to make a donation. - Nonprofits Source
Videos on landing pages increase conversion rates by up to 86%. - EyeView
Video posts on social media get 48% more views. - InVideo

Back in 2008, our friend, Matt Smithson, created a piece for girleffect.org. The video, also called ‘The Girl Effect,’ significantly amplified the organization’s mission to empower adolescent girls as a solution to global poverty. Its compelling narrative and animation highlighted the transformative potential of investing in girls, leading to increased awareness and engagement. Following the video’s release, the organization experienced a substantial rise in website traffic and donations. In August 2010, prior to the release of their subsequent video ‘The Clock is Ticking,’ the website received 91,042 visits; this number surged to 164,838 in September 2010. Similarly, donations increased from $12,539 in August to $15,170 in September, and further to $32,069 in October. The video’s success also led to its presentation at prominent platforms, including the Clinton Global Initiative and the World Economic Forum, further elevating the organization’s profile and influence.

Why Video Works for Nonprofits and Other Mission-Driven Organizations

1. Emotional Connection

Video captures those raw, authentic moments that words alone can’t convey. When donors and supporters see the real faces of those you help, hear their stories directly, and witness your impact in action, it creates an immediate emotion bridge. This visceral connection is particularly powerful for mission-driven organizations, where the work often touches on fundamental human experiences and needs. Whether it’s a child’s first day at your educational program or a community coming together to rebuild, video lets your audience feel like they’re there. And feeling leads to action.

2. Complex Stories Made Simple

Mission-driven work often involves nuanced social issues, intricate programs, and multifaceted solutions that can be challenging to explain. Video simplifies these complexities, using visual storytelling to make your impact clear and compelling. Instead of explaining how your job training program works through paragraphs of text, a 60-second video can show the journey from enrollment to employment. Visual metaphors, animations, and real-life examples can transform complex concepts into accessible, shareable stories that stick with your audience.

3. Trust Building

In an age of increasing skepticism, video offers unprecedented transparency into your organization’s work. It lets supporters see their donations in action, meet your team, and see the direct impact of their support. By showing rather than telling, video builds credibility in ways other mediums can’t match. When potential donors or partners can see the passion in your staff’s eyes or the genuine gratitude of those you serve, it creates a foundation of trust that text-based communications simply can’t replicate.

Take for instance, this spot made by The Mercadantes for Dick’s Sporting Goods. (Get your tissues out!)

I know, I know, they aren’t technically a nonprofit, but their ‘Sports Matter’ campaign may as well be. It’s a campaign that champions the vital role of sports in shaping young lives. Through powerful storytelling, it highlights how access to sports fosters teamwork, resilience, and confidence while addressing the funding challenges many programs face. The impact speaks for itself: since 2014, the 'Sports Matter' campaign and The Dick's Sporting Goods Foundation have invested over $100 million in youth sports programs nationwide.

Types of Videos That Drive Results

Impact Stories

Before and after narratives
Beneficiary testimonials
Day-in-the-life documentaries

Behind-the-Scenes Content

Volunteer experiences
Project implementations
Team interviews

Campaign-Specific Videos

Fundraising appeals
Event promotions
Annual reports in video format

We will dive deeper into these types of videos in future blog posts.

In 2019, a British documentary short film was released called ‘Learning to Skateboard in a Warzone (If You’re a Girl)’. It was directed by Carol Dysinger and produced by Elena Andreicheva. The film follows the students of Skateistan, a nonprofit organization in Kabul, Afghanistan, that combines skateboarding lessons with an education curriculum. Not only does this short film explore the obstacles faced by young girls in pursuing education and leisure activities in a dangerous and conservative environment, but it shines a light on the bravery and determination of these girls and their teachers, showcasing how sports and education can help break barriers and inspire change. By the 92nd Academy Awards, Skateistan had captured the world's attention as their story, 'Learning to Skateboard in a Warzone (If You're a Girl),' claimed the Oscar for Best Documentary Short, amplifying their mission to a global audience.

Best Practices for Mission-Driven Video Content

Keep It Authentic

Don't over-produce. Authentic, genuine content often performs better than polished commercial-style videos.

Focus on Solutions

While showing the problem is important, spend more time highlighting solutions and impact.

Optimize for Mobile

85% of social media videos are watched without sound. Include captions and ensure your message works visually.

Include Clear Calls to Action

Every video should guide viewers toward a specific action, whether it's donating, volunteering, or sharing.

Still from Hurricane Sandy documentary short on Broad Channel, Queens (dir. and cinematography by Christy Pessagno and Julie Mack)

Implementation Strategy

1. Start Small

Begin with simple smartphone videos for social media. Test different styles and topics to see what resonates with your audience.

2. Build a Content Calendar

Plan your video content around:

Major fundraising campaigns
Awareness days relevant to your cause
Regular impact updates
Seasonal giving opportunities

3. Measure and Adapt

Track key metrics like:

View duration
Engagement rates
Conversion rates
Donation correlations

Taking the Next Step

Your mission deserves to be seen and heard. Whether you're just starting with video or looking to enhance your existing strategy, The Rule of Thirds can help bring your story to life. Our proven track record with nonprofits and mission-driven organizations speaks for itself through increased engagement, donations, and supporter retention.

Tell us about your project and discover how we can amplify your mission through compelling video content.

Get in Touch

Why Video is Essential to Mission-Driven Organizations