A 48-page annual report, ten charts and three photos of a cheque handover. It is useful, serious, and almost nobody reads it. Yet your volunteers, your beneficiaries and your donors have stories to tell. Video lets them be heard.
Before / after: a new way of looking at it
| Before | After |
|---|---|
| A PDF annual report that people skim | A 3 to 5 minute film with real faces and key figures |
| A fundraising appeal built on numbers | An appeal carried by a person and a concrete need |
| A volunteer recruitment notice | A typical day told by the volunteers themselves |
| A few photos of a cheque handover | A photo library that shows the work on the ground |
Tell the impact, not the statistics
Figures reassure, people convince. The ideal is to combine them: a story, then the figure that puts it in context. “Every week, a volunteer hands out meals with three other members of the team” moves people more than a total number of meals served, even if you keep the total for the end.
Beneficiary testimonials
This is the most powerful format, and the most delicate. The golden rule: nobody is filmed without clear consent. According to the CNIL (the French data protection authority), permission to use someone’s image must be given in writing and specify the media where it will appear, the purpose and the duration. For a minor, the written consent of the parents is required. And everyone keeps the right to ask for their image to be removed.
- Explain clearly what the video will be used for, with no pressure and no gift in exchange.
- Let the person choose what they share, and what they keep to themselves.
- Offer other ways to speak: filmed from behind, as a voice-over, with just their hands, under a pseudonym.
- Have the final edit approved before it is published.
For the most sensitive situations (people in difficulty, minors, health), ask your legal advisor or your data protection officer for advice before the shoot.
Fundraising appeals
An effective appeal works in three beats: a face, a concrete need, a simple action. Remember to mention the tax benefit where it applies: in France, for donations to public-interest associations, the tax reduction is 66% of the amount, up to 20% of taxable income, with a rate of 75% for certain organisations that help people in difficulty, up to a capped amount. These rules change and depend on each donor’s situation: simply mention that a tax receipt will be sent, and point to the official information.
Volunteering
An “a day with our volunteers” video recruits better than any notice. It shows the atmosphere, the gestures, the tasks, and answers the question everyone asks: “and what would I do?”.
The annual report on video
Three to five minutes that sum up the year: a word from the president, two or three testimonials, and key figures in simple animation. You keep the written report for funders, and the video for everyone else.
Tip A single shoot can feed the whole year: annual report, year-end campaign, volunteer recruitment, clips for social media. Plan the shoot once, and spread the content out over the months.
A controlled budget: five levers
- Group the shoots: one well-prepared day costs less than three separate sessions.
- Film during your events: the general assembly, the fundraiser, the open day.
- One message per video: no endless films.
- Reuse the footage: on the website, on social media, in grant applications.
- Ask for several formats from the start: horizontal, vertical, short version.
Accessibility: speaking to everyone
Subtitles, good sound, readable contrast and, if possible, a transcript: this benefits deaf and hard-of-hearing people, as well as those who watch without sound. If you are a local authority or a public body in France, the RGAA accessibility framework applies to your websites, and it notably requires synchronised subtitles for pre-recorded videos as well as an alternative (transcript or audio description). Some large private companies are also concerned. Check your situation with your digital team.
At that dog, we know how to film with discretion and respect. Careful sound, natural light, questions asked without pushing: that is what puts witnesses at ease. We can also help you plan your shoots across the year with our year-round support.
Going further
- CNIL: the use of people’s images
- Service-public.fr: tax reduction for donations to associations
- Référentiel général d’amélioration de l’accessibilité (RGAA): criteria
This article offers general guidance and does not replace legal advice.
Tell your impact story
Let’s talk about your next campaign or your annual report, on a budget you control.