Most NGOs in Kenya treat video as a one-off project. There is a funding campaign that needs a film, so a film is commissioned. The film is used for six weeks, then it sits on a shared drive until someone remembers it. The next time a donor or a partner asks for something visual, the communications team commissions another one-off. The cycle repeats. The organisation spends real money on video but never builds a video library — and it is a library, not a single film, that transforms the way stakeholders perceive and engage with your work.
This article lays out the seven videos every NGO should have as standing assets — content that does not expire, that can be reused across multiple campaigns and contexts, and that collectively tells your organisation's full story to every audience that matters.
Video 1: The Origin Story (3–5 minutes)
Who founded this organisation, why, and what did the world look like when they started? The origin story is your most durable video asset. It does not become outdated. It does not need to be updated every time a programme changes. It answers the question every major donor, new partner, and prospective employee asks before they engage: what is this organisation actually about, and do I believe in it? Shoot it once, shoot it well, and use it forever.
Video 2: The Impact Documentary (8–15 minutes)
This is your fundraising flagship — a character-driven film about a real beneficiary whose life your programme has changed. It is the asset you show at donor dinners, include in grant applications, and put on the front page of your annual fundraising campaign. It should be remade every two to three years to reflect current programmes and new impact stories. It is the most expensive video on this list, and the one with the highest fundraising ROI.
Video 3: The Programme Explainer (2–3 minutes)
This is a clear, concise explanation of what your programme does, how it works, and what makes your approach different. It belongs on your website's About page, in your grant application packs, and in your new partner onboarding process. It is not an emotional film — it is a logical one. Its job is to give a new institutional stakeholder confidence that your methodology is sound and your team knows what it is doing.
Video 4: Beneficiary Testimonials (90 seconds each)
Individual testimonial clips — a direct-to-camera interview with a beneficiary, ideally filmed in the field, where they talk about what your programme has meant to them in their own words — are among the most versatile assets in your library. They are short enough for social media. They are personal enough for email campaigns. And unlike a full documentary, they can be filmed in batches — three or four in a single field day — providing you with a library of content to draw on across multiple campaigns. Plan to produce a set of four to six testimonial clips per year.
Video 5: The Fundraising Appeal (60–90 seconds)
A short, direct, emotionally urgent film with a specific call to action. One person. One problem. One ask. This is your email campaign video, your online donation page video, your social media fundraising ad. It is not the same as the impact documentary — it is tighter, more urgent, and more explicitly commercial. Its job is not to inform or move — it is to convert. The best version of this film can be cut directly from your impact documentary master if the documentary has been shot with it in mind.
Video 6: The Event Highlight Reel (3–4 minutes)
After every major conference, annual gala, or programme launch, a well-edited highlight reel is one of the most-watched pieces of content your organisation produces. Donors who attended share it. Partners reference it. Media use clips from it. It also functions as your conference's legacy document — proof, for future funders, that you ran a serious event attended by serious people. Budget for event video coverage as a standard line item in every major event budget.
Video 7: The Donor Thank-You Film (60–90 seconds)
This is the most underused format in the NGO sector and one of the highest-ROI. A personalised or semi-personalised video sent to a major donor within two weeks of receiving their funding — showing them specifically what their contribution is making possible — dramatically improves donor retention. A donor who receives a 90-second film from your team showing the child whose school fees their donation is covering is not switching to a competing organisation at renewal time. This video costs relatively little to produce and pays back many times over in donor lifetime value.
How to build this library over 12 months
You do not need to produce all seven videos at once. A phased approach over 12 months is more manageable and more strategic. In quarter one: commission the origin story and the programme explainer — these are your foundation assets that every new stakeholder needs. In quarter two: produce the impact documentary and cut the fundraising appeal from it. In quarter three: run a field production day for beneficiary testimonials (four to six clips). In quarter four: ensure your annual event is properly covered and produce the highlight reel. Budget the donor thank-you film as an ongoing production cost, not a one-off project.
Artlink Agency works with NGOs across East Africa on exactly this kind of phased video library strategy — from initial asset planning through to field production and post-delivery. We can help you build a video library that serves your fundraising, communications, and stakeholder engagement goals for years, not just campaigns.
Ready to build a complete NGO video library? Start with a consultation — we'll help you plan which assets will have the highest impact for your fundraising and comms goals.
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