Charity Films Call to Action – Know what you’re asking

Eoin Dowdall
Creative Director

One of the most important parts of creating an effective video is knowing who your audience is and what you want from them. To be effective your video has to be targeted – this means you need to decide on a specific response you want to elicit from your audience.

For a charity video, for example, you could choose to focus on eliciting donations, or involvement, or increasing awareness. But you wouldn’t be able to focus on all three in a singular video. If you do you will end up failing at all of them. Rather by selecting one clear and focused call to action you will be better able to inspire that action to your audience.

What is a call to action?

A call to action is your instruction/encouragement/prompt to the audience for a particular response. For example, if you are trying to fundraise the call to action in your video would be for viewers to donate money to your charity.

How do I choose a call to action?

Start by thinking why do I need a video? What purpose will it serve? Who am I targeting it too? Once you know the answers to these questions you will have an idea of the response you are hoping to elicit from your audience, and that is your call to action.

Implementing your call to action

Be specific and clear with your call to action. Furthermore make sure its clear how the audience can go about pursuing your call to action. You want to make it as easy as you can for the audience to fulfil your call to action. So to jump back to our fundraising call to action example, you would want to make sure you tell the audience where they can go to donate money. If you don’t then you have an audience how wants to donate but doesn’t know how to do so. Make it easy for them, tell the audience exactly what you need them to do so they can achieve your call to action.

In the video above the call to action is centred on awareness and driving the audience to the website. Not only does the video direct pensioners to the website, it entices them by providing awareness of just some of the tips they have to help them save money. It thus proves the value of the website while directing audiences there.

Remember → the more specific you can be with your call to action, the clearer you can make the message to audiences, and the more likely they will respond to your call to action. The easier you make it for your call to action to be achieved the more likely viewers will do it. Thus the more effective your video will be.

At Kartoffel Films, we will work with you to create the best possible charity films for your call to action. Contact us at

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