How to Make a Fundraising Video for an African Programme, Without Poverty Porn
A practical guide to making fundraising videos about programmes in Africa that raise money while respecting the dignity of the people in them.
For decades, charity appeals relied on images of suffering. They raised money, and they also shaped how the world sees Africa. Donors, regulators and the communities themselves are now pushing back. The good news is that dignified storytelling can raise money too. Here is how to do it.
1. Start with change, not need
Need explains why your work exists. Change explains why someone should fund it. Build the film around what is different because of the work, and let the need come through in the story rather than in close-ups of distress.
2. Let people speak for themselves
The strongest fundraising films are told by the people involved, in their own words and their own language. Interview in Kiswahili or the participant’s first language, and subtitle. Avoid narration that speaks over people.
3. Show agency
Film people doing things: farming, teaching, treating, building, deciding. A mother running a savings group is a more powerful image, and a more honest one, than the same mother waiting in a queue.
4. Be specific
One person, one place, one problem, one change. Specificity is what makes a donor feel they can make a difference.
5. Get consent properly
Everyone identifiable must understand how the film will be used, including fundraising and advertising, and agree in writing. Kenya’s data protection regulator expects exactly this, and has fined organisations for publishing images without it. See our consent field guide.
6. Do not use AI to fake it
In 2025 several aid organisations were criticised for using AI-generated images of poverty. The backlash shows that donors notice, and care. Read why real footage beats AI imagery.
7. End with a clear, hopeful ask
Tell donors exactly what their money will do next, and make it easy to give.
A quick checklist
- Would the person in the film be proud to share it with their neighbours?
- Is the story about change, not only need?
- Do people speak for themselves?
- Is consent recorded for every use?
- Is the ask specific?
We make fundraising films for NGOs and charities in Kenya and across East Africa.
Afrovo Studios is a Nairobi-based production company making films for NGOs, conservation groups and purpose-led organisations across East Africa. If you are planning a project, get in touch.
