One of the primary goals of charitable organizations is to help people in need. Part of this mission is to inform stakeholders and the general public as to why this work is important and how it can be supported. In today’s media age, fundraising videos have become an important instrument of communication in this matter. These guidelines provide a practical orientation and offer guidance to organizations planning and implementing video advertising campaigns.
Key words: visual guidelines, depiction, language, text, simplifications, post-production, editing