TL;DR:
Video is a powerful tool for schools and nonprofits, but funding it can be tough. Start by tapping into existing department budgets, explore grants, and consider sponsorships from supporters or local businesses. Once you see the return, aim to build video into your ongoing budget to keep your efforts sustainable.
Your nonprofit—whether it’s a private school or a human services organization—is doing important work. You’re delivering real results for the families and communities you serve. But, as always, there’s a need to keep generating interest and support to continue that work.
Video marketing can have a huge impact on your branding, enrollment, and fundraising efforts. And to do it right, you need a solid video marketing strategy that helps tell the right stories in the right way. When the strategy is strong, the results can show up across your brand presence, fundraising campaigns, enrollment efforts, and even retention.
But there’s one big question: How do you fund a video project—especially with an outside partner?
Done well, video can cost thousands—or even tens of thousands—of dollars. No matter who’s in office or what the economy looks like, funding can be a challenge, especially if your team is new to producing video content. So here are a few ways we’ve seen schools and nonprofits fund their video projects.
1. Use Existing Budgets
This is the most obvious place to start. Look at your current budgets across departments: marketing/communications, enrollment, fundraising, or advancement. Depending on the focus of your video, each of these areas might be able to contribute.
If a video is going to be used on your website or in Meta ads, it usually falls under the marketing budget. A yield video that’s used further down the enrollment funnel might be split between marketing and admissions. Over time, the goal should be to rely on your own editing and video budgets—possibly adjusted for scope based on the project.
2. Apply for Grants
Grants can be a great source of funding—even though opportunities may be tighter than in past years. Local or state governments sometimes have funding available, and so do businesses and community-based foundations.
We’ve worked with plenty of nonprofit clients who have used grant money to partially—or fully—cover the cost of a video. Talk to your potential video partner about what you’re applying for so they can help you scope it accordingly.
3. Seek Business or Individual Sponsors
This one’s often overlooked. If your organization is making an impact, chances are you’ve built a strong community of supporters. A board member, a local business, or even a family connected to your school or nonprofit may be willing to sponsor a video project.
In return, you can offer a simple sponsorship credit—something as straightforward as a mention or logo at the end of the video. This route has worked well for organizations creating their first major video and needing a bit of help to get the ball rolling.
Video isn’t just a nice extra anymore. It’s essential for connecting with your audience in a way that feels real. Organizations using strong, compelling video are much more likely to reach the goals they’ve set—whether that’s more applications, more donations, or more community support. Options 2 and 3 are nice to have but once you get the ball rolling, ideally you are getting an ROI that will allow your organization to have its own budget for video content. That will keep your model sustainable long term. If you ever want to brainstorm this more feel free to reach out to me at joe@monzomediapro.com
