The power of video in donor retention

Did you know that donors who watch fundraising videos are over 50% more likely to give? (Source: Nonprofitsource, 2024) That’s a powerful stat—and one that drives the DTV team to do their best work every day. Video has long been at the heart of acquisition campaigns, but its role in donor retention is just as critical.

It seemed obvious when we thought about it: if a compelling video or film (whether that’s DRTV or on social) was the reason why someone first chose to donate—moving them, inspiring them, and connecting them to your mission and cause, why wouldn’t we use the same powerful approach to keep them engaged and help reduce overall attrition?

So that’s exactly what we set out to explore. Because beyond driving donations, video has the unique ability to make donors feel valued, informed, and connected. Whether it's thanking them for their support, updating them on the impact of their gift, or reinforcing their connection to your mission, video and film is a powerful way to strengthen donor loyalty and trust.

Working with charities like Sightsavers UK, the Trussell Trust and Four Paws, we’ve created personalised thank-you and impact films that do more than just express gratitude—they give a real behind the scenes look at the work that the charity is doing, showcasing real impact which in turn helps to boost donor retention and lifetime value. When donors see the real-world change they’re helping to create, they don’t just give once. They stay.

So, whilst the role of video in acquisition will always remain central to the work that we do with charities, getting the chance to say thank you to donors for their ongoing support and loyalty is also equally special and feels unique to the charity sector.  After all, keeping a donor engaged is just as important as inspiring them to give in the first place.

Bio

Adèle is a senior digital strategist at DTV with over eight years of experience in the sector. She started her career in international development, contributing to UK and global advocacy campaigns before moving into fundraising. Today, Adèle works with a diverse range of charities to develop digital fundraising strategies, better understand audience motivations, and improve overall donor journeys.