Ep. 17 | When Fundraising Videos Don't Work – 3 Steps for Clear Donor Messaging
Struggling to Write Your Newsletters so Donors Engage?
You’ve seen God do amazing things- but if your emails are vague or unclear, your supporters won’t feel connected.
This free guide will show you how to:
Write subject lines that get your emails opened
Follow a simple story-driven format for every update
Engage donors with clear, Christ-centered storytelling
You’ve poured money, time, and energy into creating fundraising videos for your ministry. Maybe it’s a highlight reel for your banquet, a testimony film for your website, or a donor story shared on social media. The video looks great, the production is solid—but the results fall flat.
It’s frustrating when something that should inspire giving doesn’t move donors the way you hoped. The truth is, even the most powerful video can only do so much if the message behind it isn’t clear.
In this post, I’ll walk you through three key steps to strengthen your ministry’s fundraising message so that every video (and every other piece of communication) actually connects with donors.
Here are 3 steps to strengthen your fundraising message so that every video (and every other piece of communication) actually connects with donors.
1. Build Your Ministry Brand Story
Your brand story is not just your story—it’s how you communicate:
The problem you solve
Who you solve it for
And how a donor plays a role in the solution
Common traps ministries fall into include:
Being too clever or vague
Making the story too “me”-focused
Using insider language donors don’t understand
The key shift: Your donor is the main character—you’re the guide.
Example: Foster Ministry
Who: A donor who wants to make a difference in the fostering community.
Problem: Foster families often don’t have the things they need when they say “yes” to taking in kids.
Ministry role: Needs for Foster Families has provided for 1,200 foster families with material needs—cribs, desks, even computers—since 2008.
Plan: For $10/month, a donor can make sure foster kids never go without what they need.
Impact: Because of the donor, foster families won’t have to worry about not having what they need—and the donor has made a tangible difference in their local foster community.
This kind of story is clear, donor-centered, and actionable.
2. Apply It Across All Platforms
Once your brand story is clear, it needs to show up everywhere:
Email campaigns
Donor appeals
Website homepage and About page
Social media bios and captions
When your message is consistent across all touchpoints, donors hear the same clear story again and again. That repetition builds trust, which builds engagement, which builds long-term support.
3. Use Videos as Amplifiers, Not Replacements
A fundraising film should never carry your whole message—it should amplify it. Videos work best when they come alongside clear, consistent donor communication. That means emails, updates, and conversations that repeat and reinforce your core message.
Think of your video as a spotlight: it shines on what you’ve already been communicating, making it more vivid and memorable.
The Takeaway
Videos are powerful tools for ministry fundraising, but they can’t do the heavy lifting alone. Without clear messaging, even the best production will fall short. But when you clarify your message and align your communication, your films become the catalyst that inspires donors to give generously and consistently.
👉 Ready to strengthen your ministry’s message so your films and fundraising efforts finally work together? Learn more about the Ministry Message Workshop
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