Start with where the film will be seen

A donor sitting in a gala ballroom already has some context. Someone watching a clip on their phone may know nothing about your foundation. Those people need different openings, different amounts of explanation and a different next step.

Before choosing a format, finish this sentence: “This film is for ___, who will watch it ___, and we want them to ___.”

“People who care about our cause” is a difficult audience to make decisions around. “Guests at our February gala, watching immediately before the fundraising ask” gives the production team something useful to work with.

Patient story, fundraising film or gala coverage?

These formats can overlap. A patient story can be the central film in a fundraising appeal. What matters is agreeing on its main purpose before filming.

A patient or community story

Choose this when people need to understand what the work means in someone's life. Give the person room to talk about their experience, relationships and the things that matter to them. A list of services can explain what happened; a person's own words can help us understand what it was like.

The interview needs time and care. Build the filming and review process around what the participant is comfortable sharing, including where the finished film will appear. Their story should still feel like theirs when they watch it back.

A fundraising film

Choose this when the film supports a particular appeal. The story needs a clear connection to the need your foundation is asking donors to help address.

Decide how the film fits with the rest of the programme. If a speaker makes the ask immediately afterwards, the film may not need to repeat it. An online version may need its own closing line and a clear link to the campaign. That is an editing decision worth making before the shoot.

Gala or event coverage

Choose this when you need to capture the event itself: the speakers, atmosphere, supporters and moments that happened in the room. It can give you material for a thank-you film, sponsor recognition or promotion of the next event.

A film shown during the gala has to be made beforehand. Coverage of that evening is a separate shoot and deliverable. If you need both, put both in the brief so the budget and schedule reflect the actual work.

A film introducing your foundation

Choose this when someone new needs to understand your purpose and approach. A specific person or experience can make that introduction more concrete than trying to cover every programme, department and achievement.

This is often called a brand film. “Corporate video” is a broader label that production companies use differently. Ask what the proposed film will actually show and do, rather than choosing on terminology alone.

What that looked like for Surrey Hospitals Foundation

For Surrey Hospitals Foundation's 2026 Journey gala, we produced a patient story and supporting films. The foundation already had a clear structure for what it wanted. Our role was to work out how to bring those stories to screen through the interviews, visual approach, music and edit.

That distinction matters. Your team may already know the people, the fundraising priorities and how the evening will unfold. The production process should build on that knowledge and help each film work in its place in the programme.

Watch the Journey gala films and read the case study.

Can the same production support the next campaign?

It can, if the additional uses are planned. A shorter version needs a complete thought that makes sense on its own. Simply taking thirty seconds out of the middle of a gala film may leave someone scrolling past without understanding what they are watching.

Before filming, identify the versions you actually need:

• The main film for the gala or campaign page.

• A short introduction or teaser for the lead-up.

• Social edits with openings and captions that work on a phone.

• A follow-up version for donor communications, if the story and permissions support that use.

Agree on where each version will appear, who will approve it and whether paid advertising is part of the plan. A participant agreeing to appear in a gala film should not be left to discover a different use afterwards.

Different films can also serve different jobs for the same organization. Our work with the BC College of Family Physicians includes an introduction to the organization's work and shorter campaign films. You can see the approach in the BCCFP case study.

What to prepare before asking for a proposal

You do not need a finished script. A useful starting brief includes:

• The audience and purpose: who will watch, what they already know and what should happen afterwards.

• The story: possible participants, what you know about their experience and who can introduce the production team.

• The dates: the event or campaign launch, plus time for participant and internal review.

• The scope: locations, likely shoot days, film versions and whether event coverage is included.

• The approvals and budget: who gives final feedback, the intended uses and the budget range you are working within.

When comparing proposals, check the preparation, shoot days, editing, review rounds and final versions. The label “brand film” or “fundraising video” tells you very little about how much work is included.

Planning a gala or campaign in BC? Tell us the date, who the film is for and what you are planning. We can help work out which films you need and what the production would involve. Puggers is based in New Westminster and works with foundations, healthcare organizations and associations across BC.