Here’s the thing: Only 22% of donors fully read traditional nonprofit annual reports. That’s not a typo, it’s less than a quarter. And I get it. PDFs are dense. They feel more like a tax document than a celebration of impact. They end up sitting in inboxes or printed out and collecting dust in some board member’s tote bag. But here’s the wild part: when nonprofits turn those same reports into a short, well-produced video? Engagement goes way up. Like 500% more shares on social media kind of up.
We’ve seen firsthand how this shift can unlock fresh energy and attention for nonprofits. Turning year-end data into a watchable, emotional story? That’s when the conversation starts happening… between staff, donors, board members, even new supporters. So yeah, annual reports don’t have to be boring. Let me show you why.
1. No One Falls in Love with a Spreadsheet
Impact numbers matter. But numbers alone don’t move people. What moves people are the humans behind those numbers. A good annual report video doesn’t just say, “We served 8,200 meals this year.” It shows a volunteer dishing out soup on a snowy Tuesday. It captures a client smiling as they leave with groceries for the week. When you wrap up a year of hard work, show it. Let people feel it.
According to Charle Agency, visual content increases message retention by 95%. Let that sink in for a second. You can write a page of data and it’ll get skimmed—or you can show 60 seconds of a family thriving thanks to your organization’s support, and it’ll stick with people for months.
2. Board Members and Donors Are Busy. Give Them Something Watchable.
Video lets you pack a ton of information into a small window of time. We’re talking 2 to 5 minutes max. It’s enough time to tell a story, thank supporters, highlight milestones, and share a look ahead without anyone needing to pour a cup of coffee and block out 45 minutes to digest it. And if your board or development director wants to add numbers? Cool. Drop in animated infographics or subtle lower-thirds. You’re not ditching data, you’re just making it digestible. (Side note: make sure it’s mobile-friendly. Over 60% of nonprofit content gets viewed on a phone first.)
3. Video Annual Reports Travel Farther
A glossy booklet might reach a few hundred hands. A short, well-crafted video? That thing can fly. You can embed it in donor emails. Post it on Instagram or LinkedIn. Play it at your next fundraising event. Send it to new grant partners. Even staff will want to share it. It becomes a living, breathing piece of your brand, not just a one-time formality. Videos also make it easier to communicate across cultures and language barriers. Subtitles, voiceovers, or even translations can turn a local report into a global asset.
4. You Don’t Need a Feature Film Budget
You don’t have to shoot on six continents or hire Morgan Freeman to narrate. A few heartfelt interviews, footage of your team in action, and clean motion graphics go a long way. Keep it honest. Keep it human. Some of the best year-end videos we’ve produced at Rocket House Pictures were filmed in one day, with minimal setup. What matters most is the clarity of message and emotional tone. (Not the gear, not the length.)
Making It Happen: What to Include in Your Annual Report Video
- A brief intro from leadership or an energetic staff member
- Real stories from people you’ve helped (just one or two, quality over quantity)
- Tangible milestones and results (use motion graphics!)
- Appreciation for donors and volunteers
- A call to action: What’s next? What do you need help with in the year ahead?
Keep it short. Think 2 to 3 minutes max unless you’ve got gold-level storytelling. And don’t bury your best moment in the final 10 seconds. Hook ‘em early.
Why Video Wins (Every Time)
A study by Idomoo found that video is the #1 type of content people want to see from organizations they support. People want to hit play. They want to feel connected. And if your nonprofit gives them that experience in only a few minutes? You’re not just reporting impact. You’re building momentum.
Let’s Turn Your Report Into Something People Actually Want to Watch
You already did the hard work, you changed lives, made your community better, and hit your goals. Now, let’s make sure the people who support you see it. Not just read about it.At Rocket House Pictures, we help nonprofits across Denver (and beyond) turn annual reports into something way more engaging than a PDF. Whether you’re a small .org or an established institution, we’ll help you tell your year-in-review in a way that actually sticks.
Let’s roll. Want help making your year-end video magic? Hit us up at RocketHousePictures.com.
Gio Toninelo - Producer and Cinematographer at Rocket House Pictures
