Why Nonprofit Videos Fall Flat, Even When The Stories Are Powerful
Chapter Leadership Brief 10.31.25
by Jason Ellinger
Founder, Beard & Bowler
A board member once asked me something I’ve never forgotten.
They weren’t talking about our work.
They meant the videos their team made in-house.
Maybe you’ve felt that too, pouring your heart into a story that somehow doesn’t land.
That question made me realize how often organizations wrestle with the same challenge, how to make a story feel as powerful as it is.
The Real Problem: Forgettable Stories
This year alone, we've partnered with nonprofits across New Jersey, New York, Vermont, even Los Angeles, California. During all those projects we've come to realize that, it’s never a lack of story or purpose.
It’s about helping others see, hear, & feel the impact the way that you do every day, yet somehow, what feels powerful in person can fall flat on screen.
That’s the frustrating part, right?
You know the work is life-changing, but the story doesn’t always hit the way it should.
Too long. Too polished. Too safe.
When your mission is on the line, forgettable just won't cut it.
So we started asking a better question.
What actually makes a story unforgettable? Something that actually sticks...
We’ve learned that producing a video that's even remotely memorable, comes from clarity, emotion, & purpose, not perfect lighting or fancy gear.
Plan a Story That Moves People
Start with who, not what.
You’re not making a video for everyone.
You’re making it for one person.
Maybe it’s the volunteer who’s unsure if they have time.
Maybe it’s the funder who needs to feel the impact behind the data.
Or maybe it’s the neighbor who’s never heard your name before.
Before we ever roll a camera, we ask 3 simple questions:
- Who is this for?
- What do you want them to feel?
- What do you hope they’ll do next?
It’s not about marketing strategy. It’s about empathy.
Lead with emotion, not information.
People don’t connect to bullet points.
They connect to belief.
After years of filming stories for mission-driven teams, I’ve seen it over & over.
The videos that move people aren’t packed with stats, they’re anchored in a single human story.
A parent. A teen. A turning point.
You don’t have to tell everything.
You just have to show one moment that captures what your mission really means.
Keep it real, not scripted.
Some of the best stories start with imperfect words.
You don’t need a script that sounds corporate. You need truth that sounds human.
The rhythm we use is simple:
Hook: “We weren’t sure this would work…”
Context: “It was a rainy Monday morning in Newark.”
Challenge: “The team was tired, but we tried again.”
Change: “Then Maya walked in.”
Soft nudge: “Sometimes small wins are the biggest.”
That kind of storytelling works because it feels like a conversation, not a campaign.
Produce With What You’ve Got
You don’t need expensive gear.
You need stories that feel real.
We’ve filmed powerful pieces using nothing more than an iPhone, good light, & a quiet room.
The gear helps, sure. But it’s never what people remember. It helps by removing distractions & pulling people into the story more.
However, what your audience will really remember is the feeling.
Invite people behind the curtain.
Some of the most-shared moments we’ve ever captured were never planned.
A laugh after a joke.
A hug from a counselor.
A passing nod from the ED.
These are the scenes that build trust.
The ones that remind viewers your story is human, just like theirs.
Let silence do its work.
When someone shares something vulnerable, we don’t rush to the next question.
We wait.
Five, maybe ten seconds.
That’s when the truth shows up.
That’s when you see what really matters.
Those pauses hold more power than any line in the script.
Share It Where It Matters
A good video doesn’t belong everywhere, it belongs where your people already are.
We’ve seen stories thrive on:
Instagram → where community & volunteers live
Email → where your most loyal supporters still open & care
LinkedIn → where funders, partners, & corporate sponsors scroll with intention
Grant Applications → where you've explained the "what" but need the "why"
When the story is shared in the right space, it does more than inform, it moves.
That’s the part most teams forget → Distribution is part of storytelling.
You Don’t Need Perfect. You Need Real.
This isn’t about chasing viral moments.
It’s about being remembered by the people who already believe in what you do.
So next time you're thinking about filming a story,
sharing a moment,
or trying to figure out what to post...
Try this:
→ One story.
→ One honest video.
→ One real message.
If you’re looking for a storytelling or a video partner that understands your world,
& knows how to turn real stories into lasting impact...
We’re here to help you make videos people don’t just watch,
but feel, remember, & share.
Maybe that’s what real storytelling is about.
First, & most importantly, I’m a husband of a beautiful wife & father to two amazing boys - a 5 year old & a 1 year old.
Of secondary importance, I am the owner of Beard & Bowler Productions, a Commercial Filmmaking creative company that helps nonprofits raise funds & awareness through the power of storytelling via video.
I have worn all the hats, including an English bowler, in my time building this company & have been privileged to work with a long list of businesses, agencies, & organizations. There is genuine power to the art of storytelling and I’m proud to be part of a company that uses this power to make an impact in our world.
As with any good story there are numerous details I must not go into great detail over here. From my days as a hard news journalist to A.J. Video to Beard & Bowler I continue to learn & grow. Only greater things to come… just you wait.