20 Sep 2022

Why use film for your charity Christmas fundraising campaign

The Christmas advertising and marketing market is overwhelming. But good films can cut through it. Why do you think we all love the John Lewis films? Because they make us feel something. If charity film really focusses on emotional responses that result in a connection with the charity and cause, they are likely to be much more successful than those who attempt to shock and startle with facts and figures, especially at this time of year. It’s been shown time and time again that that emotional responses correlate with giving and volunteering, and other forms of charitable giving. Here’s why:


We love films, obviously. But they work too. In fact,  89% of video marketers say video gives them a good ROI and film content is shared 1200% more than any other content on social media. When was the last time a print ad went viral?

One of the things that is really important to us at Inside Job Productions is accessibility. Charity films are great because more people can see them, compared to say a print ad. For a start, they can be spliced up and used on social media, on TV, in cinema and on the website. But crucially they can reach more people if charity communications use the tools such as BSL interpretation, audio description, multi language subtitling etc. Rather than think about accessibility as a barrier or job to do, it’s about thinking of it as a great way to reach more people with your message.

Visual appeal

Films are wonderful ways of telling a story. Video production offers the opportunity to share the stories of those with lived experience or those affected by the charity and its cause. It shows what the charity is doing, why it is doing it, and the outcomes it can get. It takes people on an emotional journey, and the result is that they feel compelled to take action. And if they become invested in that cause at Christmas, and feel part of your story and that you are part of theirs, they might be willing to continue to be a supporter more long term.

Films reach people where they are – on the bus, online, on their phones, at the cinema, watching TV. People won’t seek out your marketing and advertising – you have to go to them. So make it easy for them to connect with your charity and your campaign.


Film triggers emotional responses as it uses so many senses. You see things, hear things, the immersive visuals make you feel like you can touch things… there are so many evocations that come with film production. And we know that emotional responses correlate with giving and volunteering. As a channel, it’s super powerful as it resonates on so many levels.


Young people in particular are values based, and are engage with petitions, protest, or make the decision to shop with more ethical brands. If we want to keep engaging younger people, we need to meet them where they are. And it’s online and social media, consuming video content. 


It’s time to consider bringing film into your charity campaign. And you know where to go to do just that!