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In a world where causes compete for attention, the most generous donations don’t always stem from logical arguments. Rather, they come when a donor feels connected; when they see a human story, sense urgency, and feel their own desire to help awakened.
That’s where film comes in.
At The Saltways, we specialise in films for charities, helping charities tell stories that open hearts and prompt action.
In this article, we’ll explore how film influences charity, why you might ask why should I make videos for my charity, and how you can use videos for charities or films for charities to drive more donations and deeper connections with your audience.
Psychologists and behavioural economists agree: donors respond to emotion more than data. When a film allows someone to step into the shoes of those you serve, it triggers empathy, activates memory and builds trust.
Your supporters don’t just see a statistic. They see a face, hear a voice, and feel a moment of urgency. This shift from abstract to personal is key to understanding how film influences donor behaviour.
Humans have something called mirror-neurons: when we see someone experiencing emotion, parts of our brain light up as if we were experiencing it ourselves. A moving film helps your audience feel what the people you serve feel.
And once they feel, they act.
So why is film particularly effective when we ask for more donations? Because it brings together multiple layers: sight, sound, motion, narrative.
So why is film particularly effective when we ask for more donations? Because it brings together multiple layers: sight, sound, motion, narrative.
Your audience wants more than “we did X”—they need to see “we helped Y, here’s how, and here’s the person whose life changed”. With film, you communicate not just the message but the values behind it. At The Saltways we emphasise co-creation, working alongside participants to ensure the film is authentic, respectful and compelling.
When you ask why I should make videos for my charity, think of filmmaking as guided storytelling. You’re not simply flashing banners. You’re taking a viewer on a journey.
Here’s how that journey typically works:
In the context of videos for charities, every frame, voice-over, pause and cut matters. Storytelling in film triggers emotional engagement, makes the viewer care, and primes them to act.
Many charities succeed in raising awareness, but less frequently convert that into donations. This is where films for charities make the difference.
Imagine your next campaign includes a short film that shows one person’s journey—from challenge to change—with your charity’s support. That film lives on your website, in email campaigns, on social media and at events. It’s versatile, shareable and memorable.
When a supporter watches it, they:
This is exactly how film can help charities get more donations: not by shouting louder, but by inviting the viewer into your story.
Here are clear reasons to invest in video:
By making strategic videos for charities, you’re not just ticking a checklist. You’re creating a tool for deeper engagement and longer-term relationships.
At The Saltways we don’t believe in using people’s stories as props. Ethical storytelling means giving voice, agency and respect. We practise truly collaborative filmmaking: co-creation.
This ethics-first mindset matters immensely when you’re asking supporters to open their hearts (and wallets). A well-made film respects dignity, gives transparency and builds trust—not just emotionally, but ethically.
Thinking “how should I make videos for my charity”? Here’s your roadmap:
When you follow these steps, you’re using film strategically, not just as an afterthought. You understand how film influences charity—and you use it to its full potential.
The most effective films don’t just create one-time engagement—they build ongoing donor journeys. If your supporters feel part of your story, they’ll not only give once—they’ll advocate, volunteer and bring others in.
The narrative arc of a film becomes part of your brand story. Each film for charities you produce adds to a tapestry of trust, credibility and impact. Over time, that leads to stronger relationships, higher lifetime donor value and sustainable growth.
So if you’re wondering how can film help charities get more donations, the answer lies in thoughtful, ethical, emotionally-charged storytelling.
At The Saltways, we understand the charity sector because we come from it. We bring together filmmaking expertise and fundraising insight to deliver films that matter. Whether it’s a courage-driven short, an impact case film, or a campaign video, we’ll work with you to co-create something authentic and powerful.
Ready to get started?
Book a FREE Consult with an expert at The Saltways and let’s explore how film can open hearts and minds and help your charity raise more.
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