We talk strategy. We talk fundraising ROI. We talk about emotional impact and donor engagement. All critical stuff.
But there’s a deeper question underneath all of it: How do we tell stories in a way that honors the people we’re filming, especially when they’ve faced hardship?
I’ve been thinking about this a lot lately, particularly after diving into the work at EthicalStorytelling.com. If you’re involved in nonprofit fundraising in Minneapolis, St. Paul, or anywhere else, I’d highly recommend spending time on their site.
Because here’s the thing: ethical storytelling isn’t about making your videos less powerful. When done right, it actually makes them more honest, more emotionally resonant, and ultimately more effective.
The Problem With How Most Nonprofits Approach Video Production
Let’s be honest about the pattern.
A nonprofit needs a fundraising video. They identify someone whose story demonstrates impact. They film it. Maybe show it to the participant, maybe don’t. Then premiere it at the gala to maximum emotional effect.
The story raises money. Mission accomplished.
Except… whose story was it really? Who controlled the narrative? Who decided what got included and what got left out? Who got to say “actually, I’m not comfortable with that part”?
In our nonprofit video production work across the Twin Cities, we’ve seen this dynamic play out before. And we’ve learned that there’s a better way. One that produces stronger videos and honors the people at the center of them.
5 Principles of Ethical Storytelling for Nonprofit Fundraising Videos
1. Co-Create Stories, Don’t Extract Them
Here’s a question I ask in pre-interview nows: “What part of your story are you most excited to share?”
Not “tell me about your hardship.” Not “walk me through your transformation.”
What are you excited to share?
This shifts the entire dynamic. The participant becomes a collaborator in the narrative, not just material for it. They have agency over what gets centered.
In our nonprofit video projects, this often leads to unexpected angles we wouldn’t have found otherwise. The parts of the story that actually matter most to the person living it.
2. Celebrate Small Wins, Not Just Dramatic Transformations
The “before and after” arc is fundraising video gold, right?
Someone was struggling. Your nonprofit intervened. Now they’re thriving. Cue the donations.
But real life doesn’t usually work that way. Most meaningful change happens in small steps. Messy steps. Two steps forward, one step back.
When we only celebrate dramatic transformations in our nonprofit fundraising videos, we:
- Oversimplify complex realities
- Imply that some success stories aren’t “good enough”
- Miss opportunities to show the actual, day-to-day impact of the work
The small wins—a parent attending their first school conference, a family cooking a meal with fresh vegetables for the first time—can resonate more deeply than the dramatic arcs.
3. Make Space for Choice About Trauma
Some people want to share painful parts of their journey in a fundraising video. And that’s okay, if it’s their choice.
The question is: how do we create conditions where people feel free to say no?
In our nonprofit video production process, we:
- Have honest conversations about what parts of the story might be difficult to share publicly
- Explicitly invite participants to set boundaries
- Never push for trauma details if the person seems hesitant
- Prioritize their well-being over our storyline
This is especially important in video production for Minneapolis and St. Paul nonprofits working with communities that have historically been exploited through storytelling—whether that’s communities of color, people experiencing homelessness, or survivors of abuse.
Their well-being matters more than our shot list.
4. Let Participants Preview Their Story Before It Goes Public
This one drives me crazy when I see it done wrong.
A nonprofit plans a “big reveal” at their gala. The video premieres to a room of 500 donors. The person whose story it is? They’re seeing it for the first time too. Maybe they’re even in the audience.
I’ve seen this go sideways. Participants surprised by what made the final cut. Uncomfortable with how their story was framed. Feeling exposed rather than celebrated.
With our nonprofit clients, we strongly encourage that participants see the final video before it goes public.
If they’re uncomfortable with something, we change it. If they want something removed, we remove it.
Is this more work? Yes. Does it occasionally mean scrambling to make edits days before an event? Sometimes.
But it’s their story. Not ours. Not the nonprofit’s. Theirs.
5. Treat Consent as a Conversation, Not a Checkbox
Standard practice in video production is getting a signed release form. Check the box, you’re good to go.
But real consent is ongoing. It’s informed. It’s specific.
We make sure participants know:
- Exactly where their story will be used (gala, website, social media, YouTube, etc.)
- How long it will be public
- Who will have access to it
- That they can opt out at any time—even after filming
This level of transparency sometimes means people decide not to participate. And that’s okay. Better to respect that boundary than to have someone regret sharing their story later.
Why This Matters for Fundraising Results
Here’s where some nonprofit video production companies might worry: doesn’t all this constraint make videos less effective?
In our experience across years of fundraising video work in the Twin Cities: no.
Ethical storytelling often leads to:
- More authentic emotion because people feel safe and respected
- Stronger trust between participants and the organization
- Better long-term relationships that lead to continued storytelling opportunities
- Deeper donor connection because the honesty comes through
When you tell stories with people—not just about them—something shifts. The video feels different. More grounded. More true.
And donors respond to that.
Want to create nonprofit fundraising videos that honor participants and drive results?
Blue Key Media specializes in ethical, documentary-style video production for Minneapolis and St. Paul nonprofits. Our approach centers people, heart, dignity, and strategic storytelling that connects with donors.
