User-generated content is changing how nonprofits inspire donors – and it’s easier to create than you think.
By Sarah Wallin, Vice President, Creative Director
If you’ve ever found yourself watching a video of a stranger giving you a fridge tour or explaining how to fold a fitted sheet (spoiler: nobody can), you already know the magnetic pull of these videos. They’re real, unpolished… and weirdly addictive.
And here’s the good news: this same scrappy authenticity is exactly what nonprofits need to break through the clutter – especially as donor expectations and social media algorithms keep shifting under our feet.
User-generated content (UGC) isn’t just trendy. It’s an essential tool to engage supporters, inspire action and build trust. Let’s look at why it works, how to do it and how it moves your audience from curious browsers to committed donors.
Why User-Generated Content Works: The Trust Factor
When it comes to video, your supporters are more sophisticated than ever. They can spot a slick ad from a mile away – and they often scroll right past. But when they see a real person, in a real place, sharing a genuine moment? They lean in.
UGC videos feel more like a personal invitation than a marketing push. They make your nonprofit’s mission visible, relatable and – most importantly – human. For new supporters who might find Rescue Missions or other nonprofits intimidating or unfamiliar, this kind of transparency is a game-changer.
Capturing Authentic Moments on Video
So, how do you create UGC without hiring an influencer or producing a mini-documentary? Start simple:
- Walk with me videos: Invite viewers into your world. A staff member or program resident can film a short phone video tour – showing the kitchen prepping meals or the clothing closet filling up for the holidays.
Personally, I love when the person filming talks you through what’s happening. What’s novel and daily to you is supremely interesting to your viewers!
- Day in the life videos: Ask volunteers or program leaders to record quick reflections about why they serve. Or, if your program residents are willing, tag along on their work training or classes.
It’s also powerful when staff or program residents can share their thoughts on the spot before a class, a chapel service or job training. Their honest feelings and thoughts show viewers the real people being helped.
- Client stories/testimonial videos: With permission, share short testimonials from people whose lives have been changed.
People love a “before and after” when it comes to makeup, hair and fashion. So why not apply that same principle to the stories of people at your nonprofit? Ask a guest to quickly share where they were and where they are now – the contrast will be compelling!
Remember: it doesn’t have to be perfect. In fact, the unpolished feel is part of the appeal. Just make sure the audio is clear and the content is authentic. (Most platforms also give you the option of including captions, which is never a bad idea!)
Moving Donors Down the Funnel
UGC isn’t just for engagement, though – it’s a proven driver of results.
- Conversions improve because trust accelerates decision-making.
- Cold Audiences on Meta (Facebook and Instagram) may not know you, but a warm, unscripted video can generate curiosity and clicks.
- Warm audiences – your current donors – feel more connected when they see familiar faces and behind-the-scenes moments.
The Final Scene
When you pull back the curtain, you invite supporters to become part of your story – not just observers of it.
A simple, heartfelt video filmed on a phone can do what no glossy brochure ever could: build trust, spark generosity and help donors see themselves in your mission.
So go ahead. Hit record. You might be surprised how powerful “unpolished” can be.
If you’d like help brainstorming or launching your first UGC video campaign, our team is here to help – or you can send me an email anytime. Let’s make your story impossible to scroll past.
