Make videos people stop scrolling for
- Hook in the first 2 seconds — show movement, a face, or a number on screen.
- Vertical (9:16) only. Phone-shot beats studio-shot 80% of the time.
- Keep it 15–45 seconds. Longer videos lose 60% of viewers by second 30.
- Add captions on every video. Most viewers watch on mute.
- End with one clear ask. 'Donate $5 today' converts better than 'support our mission'.
Captions and hashtags that work
- Lead the caption with the outcome, not the org. 'Maya is back in school' > 'Our literacy program…'
- 3–5 specific hashtags beat 15 generic ones.
- Include one cause hashtag, one location hashtag, one campaign hashtag.
- Repeat your campaign hashtag across every video for the duration of the drive.
Build a donor base, not a one-off
- Reply to every comment in the first 24 hours.
- Tag donors in thank-you videos (with permission). Recognition drives repeat giving.
- Post a follow-up showing what donations achieved within 7 days.
- Ask supporters to follow your charity, not just donate. Followers see your next video.
The growth playbook
- Post 3–4 times per week, consistently. Algorithms reward cadence.
- Reuse footage across short clips — one shoot can yield 5 posts.
- Cross-post to Instagram Reels and TikTok with a link back to your Impact profile.
- Run a 'matching gift' moment — public matches drive 3× donation spikes.