Motion graphics design for nonprofits

How nonprofits use motion graphics

Stories told with consent

If an animation is based on a real person's experience, they should agree to it being told, understand where it will be used and be able to review the script where appropriate. Change details that could identify them if they wish. Avoid portraying people only as victims; show agency and the role they played in their own story.

Protecting identities

Illustrated characters can represent people whose safety or privacy would be at risk if they were filmed, such as survivors of abuse, children or people using confidential services. Make sure the illustration, voice and details do not allow identification. Where a real voice is used, consider whether it should be re-recorded by someone else.

Honest figures

Impact numbers in animations should come from your own records, with the period they cover, and wider statistics should come from reputable sources. Do not round up generously or imply that a donation achieves more than it does. If an appeal states what a gift pays for, make sure that is accurate.

Making a nonprofit animation

1. 01

   Purpose

   Explain, report, appeal or recruit.

   Output: One clear aim

2. 02

   Story and consent

   Whose story, with agreement.

   Output: Consent recorded

3. 03

   Script

   Checked by staff close to the work.

   Output: Approved script

4. 04

   Animation

   Illustrated, accessible, on brand.

   Output: Draft

5. 05

   Review and release

   Figures, consent and captions checked.

   Output: Final files

Example: an appeal for a food support charity

Nonprofit checks before release

Fundraising messages

Appeals can work better when they are specific and honest: what the need is, what the organisation will do and how the viewer can help. Avoid guilt-heavy messaging that misrepresents people. Fundraising organisations should follow the codes and rules that apply to them and check appeal wording against them.

Accessible to everyone

A nonprofit's audience may include people with disabilities, older viewers and people who speak other languages. Use captions, plain language, strong contrast and a steady pace, avoid flashing effects and consider versions in the languages your community uses.

Stretching a small budget

Simple flat illustration and a clear script can achieve a lot. One core animation can be cut into short clips for social posts, emails and events. Some providers offer reduced rates for charities; ask, but agree the full scope in writing either way.

Recruiting volunteers

A volunteer animation should show honestly what the role involves, the time it takes and the support provided. Being clear upfront can help people decide whether the role suits them.

Reusing the work

Ask for project files and a style guide so staff or volunteers can produce simple updates, and so the annual impact animation can be refreshed with new figures each year. Keep the consent records alongside the files, so anyone reusing a story knows what was agreed.

Sign-off within the organisation

Agree who approves the script and draft: often a manager close to the work, someone responsible for safeguarding where vulnerable people are involved, and whoever signs off fundraising materials. Getting these people involved early avoids late changes.