Note: This is a guest post from Zach Putnam Productions.
Fundraising videos are one of the most powerful tools nonprofits have to connect with donors. When done well, they build trust, communicate impact, and invite supporters into a shared mission. When done poorly, they can feel exploitative, flatten complex human stories, or even cause harm to the very people the organization exists to serve.
Choosing the right video team is not just a creative decision, it’s an ethical one. Below is a practical, question-driven guide to help nonprofits evaluate video producers through both a technical and values-based lens, with special attention to ethical storytelling, trauma-informed practices, and nonprofit realities.
Nonprofit storytelling is fundamentally different from commercial or corporate video work. Ask specifically about experience with fundraising campaigns, donor events, annual appeals, or impact storytelling.
Listen for answers that reflect:
Red flag: a portfolio full of slick brand videos with no evidence of values-driven or community-centered storytelling.
This question reveals whether the video team is aligned with your goals or just focused on aesthetics.
Strong answers should go beyond “views” or “engagement” and include:
A good video team understands that success may look like increased donor confidence, stronger relationships, or meaningful conversations—not just viral metrics.
This is a non-negotiable question.
Ethical nonprofit storytelling centers dignity, agency, and consent. Ask how the team ensures they are empowering storytellers rather than exploiting vulnerability for emotional impact.
Look for practices such as:
If a team struggles to articulate their ethics or dismisses the concern as “overthinking it,” that’s a serious warning sign.
Many nonprofit stories involve sensitive experiences: abuse, loss, systemic harm, or personal struggle. Trauma-informed interviewing is essential to prevent re-traumatization.
Ask for specifics. A thoughtful team may mention:
This isn’t about clinical therapy; it’s about basic human care and respect embedded into the production process.
Trust is everything. People share more honestly when they feel seen, respected, and not judged.
Strong video teams often:
This is also where lived experience and background matter.
This question can feel uncomfortable to ask, but it’s crucial.
Video producers don’t need to share every identity with storytellers, but they should demonstrate cultural humility and, when possible, relevant lived experience. This might include:
Ask how they address power dynamics and representation behind the camera. A diverse or culturally competent team can significantly affect how safe and open storytellers feel, and how authentic the final video is.
Nonprofits often have multiple stakeholders, limited time, and evolving needs. Ask about collaboration early.
Good teams:
Beware of teams that position themselves as the sole “creative authority” with little room for collaboration, especially when community voices are involved.
Fundraising videos need to inspire action, but not at the expense of truth.
Listen for an understanding that:
The best fundraising videos invite donors into a relationship, not a guilt response.
Nonprofits deserve transparency. Ask for clarity on:
Experienced nonprofit video teams know how to maximize impact within constraints and will help you prioritize what matters most rather than upselling unnecessary elements.
This is one of the most revealing questions you can ask.
Strong answers may include:
These examples show that the team values people over product, and that’s exactly what nonprofits should be looking for.
Technical skill matters. Beautiful visuals matter. But for nonprofit fundraising videos, values alignment matters more.
The right video team will:
By asking these questions early, nonprofits can build partnerships that result in fundraising videos that are not only effective but ethical, humane, and deeply resonant.
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