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1. Over two-thirds of supporter’s research organisations thoroughly before deciding to donate.
2. Most people only support two or three causes on average.
So what does that mean for your charity? Trust is everything. If people are going to choose your organisation over others, you need to show them who you really are – creating An authentic film is one of the best ways to do that.
Well, your content needs to feel relevant to your supporters. However – not everyone engages with content in the same way. Generational differences play a huge role in what people expect from your videos. For example:
· Gen Z (14–27): They’re the youngest adult supporters and super active volunteers (50% of them volunteer!). They love authentic, behind-the-scenes content that shows the real, unpolished work your charity is doing.
· Millennials (28–43): They’re your biggest donors, with 78% of them being regular givers. They want content backed by data – show them impact data, facts, and clear outcomes.
· Gen X (44–58): They’re researchers. They want to see detailed program footage supported by data.
· Boomers (59+): They still love traditional channels and connect most with long-form narratives that tell a compelling, emotional story.
Is it even possible to cater to all these generational differences? Well, to start you can focus on these 3 aspects: The process, impact, and transparency.
Particularly within the charity sector, people want to see real moments that show what your charity is about.
· Show the process, not just the result. Capture unscripted moments as they happen. Maybe it’s a volunteer laughing while packing boxes or the emotional reaction of a client.
· Focus on impact. Make sure your videos show the difference your charity is making. People want to see the “why” and “how,” not just the “what.”
· Be transparent about challenges. Not everything is sunshine and rainbows. Being honest about what’s hard builds trust.
Here’s how you can cater your videos to each group:
· Gen Z: Short-form, snappy videos that grab attention on platforms like TikTok or Instagram. Behind-the-scenes clips, volunteer stories, or quick updates usually work well.
Here’s some short form content we created with Target Ovarian Cancer. These short street interview style clips had fantastic engagement over social media, making it a great tool for raising awareness, while continuing a dialogue surrounding Ovarian Cancer.
· Millennials: Use social proof (e.g. stats, testimonials, or case studies) to show that their donations are making a real impact.
· Gen X: Make sure your website is packed with detailed content—longer videos, program details, and FAQs they can explore.
· Boomers: Stick to traditional formats like Facebook or email campaigns. Longer-form videos that tell a heartfelt story can also work quite well.
Video content for 2025 is all about trust. And trust doesn’t come from perfectly scripted pieces – it comes from authenticity. Show your real work, document the process as it happens, and let your team, volunteers, and beneficiaries tell their stories in their own words. Supporters want to feel connected to your mission, and the best way to do that is to let them in.
So, as you plan your charity’s video strategy for 2025, remember: It’s not about being perfect -it’s about being real!
Get in touch with us for a chat about authentic videos, co-creation and video training for your team: emma@thesaltways.com
