EOFY appeals are everywhere, and your supporters are getting hit from all sides. So how do you make sure your video isn’t just another plea in the pile?
It’s not about shouting the loudest or throwing in every emotional cue you can think of, it’s about telling a story that sticks. A video that cuts through, connects, and actually moves people to give.
Here are 10 must-have ingredients for an EOFY charity video that does just that.
1. Lead with a Story That Tugs at the Heart, But Keeps It Real
No one’s here for a glossy corporate video with stock music and vague buzzwords. People want stories that feel real, emotional, and honest. The kind of story that quietly reminds you you’re human, in the best possible way.
Tip: Zoom in on one story that hits home. Maybe it’s a kid nervously starting their first day at school after finally having a stable place to live, or a family unlocking their first front door and acting like they’ve won the lottery (because honestly, it feels like they have). Skip the dramatic voiceovers and staged smiles, let the raw, unfiltered moments do the talking. When people feel the story, they’ll want to be part of it.
2. Create a Sense of Urgency (But Don’t Be a Drama Queen)
EOFY is like the final round of The Great British Bake Off, the clock’s ticking. A little urgency goes a long way, but you don’t need to set the world on fire to get people moving.
Tip: Add a countdown, something like, “Only 3 days left to make a difference!” As June 30 creeps closer, gently turn up the heat. Maybe throw in a cheeky, “Don’t be that person who misses the deadline and the tax deduction.” Keep it light, but remind them the clock’s ticking. No need for flashing red lights or ominous soundtracks, people will get the point.
3. Make Donors Feel Like the Heroes They Are
Your organisation’s doing the heavy lifting, sure, but without your donors, none of it’s happening. They’re the ones keeping the lights on and the good work rolling. People love knowing they’re not just bystanders, they’re part of the story, the unsung heroes behind every success.
Tip: Use phrases like, “You made this possible” or “With your help, Maria is now in school.” But don’t just tell them show them. Overlay success stories with a simple, “Funded by donors like you,” or highlight real donor stories to show how they’re driving change. Give them their moment in the spotlight, after all, the best way to inspire new donors is by celebrating the ones who’ve already stepped up.
4. Pair Emotion with Tangible Results (And Yeah, Tax Benefits Too)
A good story pulls at the heartstrings, but people also want to know where their money’s going. It’s the emotional and the practical that gets people over the line. And let’s not pretend the whole EOFY tax deduction thing isn’t a nice little bonus, because it definitely is.
Tip: Combine both: “$50 feeds a family for a week. Plus, you can claim it back on your taxes before June 30.” It’s like doing good and getting a little something in return. Add a visual breakdown; show what $20, $50, $100 does. When people see exactly how their money’s being spent (and how it helps them at tax time), it’s a no-brainer.
5. Be Honest About What’s at Stake
People appreciate honesty. Life’s not all sunshine and rainbows, and your audience knows that. It’s great to celebrate the wins, but don’t be afraid to say, Look, if we don’t hit our target, people are going to miss out. Being upfront about the stakes builds trust and trust drives action.
Tip: Say it straight: “If we don’t meet our EOFY target, 100 families could lose access to essential support.” But don’t leave people sitting in doom and gloom, balance it out with a call to action. “But with your help, we’re this close to making sure that doesn’t happen.”
6. Keep It Short, Sweet, and Ready for the Scroll
We are a big fan of longform, but when it comes to socials, most people will see your video while scrolling on their phones, half-paying attention between emails or while waiting for their coffee. If your video doesn’t grab them in the first few seconds, you’ll lose them to a pet meme.
Tip: Keep it under 60 seconds. Go vertical for Instagram Stories, TikTok, and Reels, because who’s turning their phone sideways these days? Add captions for all those silent scrollers (we know you’re watching while pretending to work), and kick things off with a hook that makes people stop mid-scroll.
7. Keep It Polished, But Let the Real Stuff Shine Through
Sure, a professional-looking video is great, but no one wants to feel like they’re watching a corporate ad. You can have high production value without losing the heart. Let the real stories, the real faces, and the real emotions shine through.
Tip: Use clean visuals and crisp audio, but don’t overproduce it. Capture those candid, unpolished moments, the laugh that wasn’t supposed to happen, the tear someone tried to hide. That’s the stuff that connects. It’s the difference between watching a movie and feeling like you’re in the story.
8. Be Specific: Show Where the Money’s Going
“Donate now to make a difference” sounds lovely, but it’s also vague enough to make people wonder if their money’s going toward office snacks (we know they’re not). People want to know exactly where their donation is going, and the clearer you are, the more likely they’ll give.
Tip: Break it down: “$25 buys school supplies for one child. $100 covers meals for a family for a week.” Add simple text overlays or visuals that spell it out. The more specific you are, the more people feel like their donation is making a tangible, real-world impact. No one’s here for guesswork.
9. Keep the Momentum Going with Real-Time Updates
EOFY fundraising isn’t a one-hit wonder, it’s more like a series finale. You’ve got to keep people engaged all the way to the end. Regular updates remind people that things are happening, and they can be part of getting you over the line.
Tip: Post updates on social media: “We’re 75% to our goal, help us cross the finish line before June 30!” Use Instagram Stories, countdowns, even livestreams if you’re feeling adventurous. When people see progress, they want to be part of it. No one wants to miss out when you’re this close to hitting the target.
10. Finish with a Call-to-Action That’s Impossible to Ignore
You’ve shared a powerful story, shown the impact, and reminded people about those sweet tax deductions, but if you don’t spell out what to do next, all that effort could go nowhere. Make it crystal clear, and make it easy.
Tip: Use simple, direct language: “Donate now at [website] before June 30 to make your impact and claim your tax deduction.” Don’t make people work for it, add clickable links, QR codes, donation buttons. The easier it is to donate, the more likely people are to do it. No one wants to go on a scavenger hunt to give you money.
