How a Brand Story Video Can Support Nonprofit Fundraising and Recruitment
What Is a Brand Story Video
A brand story video is a foundational storytelling tool that helps an organization clearly communicate who they are and why their work matters. For nonprofits, this type of video is not about promotion. It is about clarity, connection, and trust.
At its core, a strong brand story video answers the most important questions any nonprofit needs to communicate:
• Who we are as an organization
• What we do and why it matters
• How we do our work
• Who we do it for
• The impact created through our work
Rather than relying on facts or statistics alone, a brand story video brings these answers to life through real people, real experiences, and real moments. This approach allows audiences to understand the heart of an organization in a way that feels authentic and human.
How Nonprofits Use a Brand Story Video
One of the most valuable aspects of a brand story video is its versatility. When produced strategically, it becomes an evergreen asset that can be used across many platforms and touchpoints.
Nonprofits often use brand story videos in the following ways:
• Website homepages and about pages
• Fundraising campaigns and donor presentations
• Direct links shared with potential partners and stakeholders
• QR codes at events, galas, and community gatherings
• Email campaigns and newsletters
• Recruitment for students, participants, volunteers, or staff
• Business development and outreach efforts
Because a brand story video clearly communicates mission and impact, it is often the first piece of content an organization shares when introducing itself to new audiences.
Why Brand Story Videos Work So Well for Nonprofits
Nonprofits are built on trust. A well-crafted brand story video helps establish that trust quickly by showing the people behind the mission and the real impact of the work being done. It allows donors, partners, and community members to see the organization in action and understand why their support matters.
When done well, a brand story video does more than inform. It invites viewers into the story and helps them feel connected to the mission.
A Real World Example Oklahoma Youth Orchestra
This approach came to life in our work with Oklahoma Youth Orchestras, a nonprofit with a long standing legacy of providing high quality music education and performance opportunities to young musicians across Oklahoma.
As with every project we take on, the process began with listening. Before filming, I spent time learning about the organization’s mission, history, and role in the community. Understanding what makes an organization unique is essential to telling a story that feels true and meaningful.
Based on those conversations, we worked together to identify students and teachers who could authentically represent the heart of Oklahoma Youth Orchestra. We selected students who excelled musically and felt comfortable being on camera, allowing the story to unfold naturally.
A Documentary Style Approach to Storytelling
Rather than scripting scenes, we chose a documentary style approach. We followed students as they arrived at rehearsals, walked into classrooms, and interacted with their peers and instructors. This allowed viewers to experience what it truly feels like to be part of Oklahoma Youth Orchestra.
Students were mic’d throughout filming so we could capture real conversations and small moments between classmates and teachers. These unscripted interactions added emotional depth to the video and removed any corporate feel. The goal was to make the audience feel like they were inside the experience rather than watching from the outside.
After several days of observational filming, we transitioned into interviews. Asking the right questions is a crucial part of our process. Each interview was carefully prepared to ensure we captured the organization’s mission, the students’ personal journeys, and the educators’ impact.
Building a Story That Resonates
Once filming was complete, we moved into post production where the story truly came together. We reviewed the footage, identified the strongest moments, and crafted a narrative that felt cohesive, engaging, and emotionally grounded.
The final brand story video was designed to resonate with multiple audiences while staying true to the organization’s voice. It was built to feel genuine, inviting, and clear.
Using the Video for Fundraising and Recruitment
This brand story video was created as a long term asset, not a one time piece of content. Oklahoma Youth Orchestra now uses the video in several meaningful ways.
• Supporting fundraising efforts by clearly communicating impact to donors and partners
• Sharing directly with potential sponsors and strategic partners
• Recruiting prospective students and families by showing the real experience of the program
• Attracting educators who want to align with a mission driven arts organization
Why This Matters for Other Nonprofits
A brand story video can become one of the most valuable tools in a nonprofit’s communication strategy. When approached with intention, it supports fundraising, strengthens recruitment, and builds lasting trust with stakeholders.
The Oklahoma Youth Orchestra project is a clear example of how documentary style video storytelling can bring a mission to life and support organizational growth. For nonprofits considering video production, a brand story video is often the foundation that helps everything else work more effectively.