When it comes to donor retention, could your beneficiaries be your most powerful advocates?
We’ve spoken before on this blog about how thank-you videos are a vital, yet often under-budgeted, part of the donor journey . And how you can fake anything but authenticity. Today, we want to share a recent project that develops both those themes in a way that shows the incredible power of the beneficiary’s voice when it comes to donor retention.
The project is a heartwarming thank you video we produced for the Royal British Legion. When someone signs up to be a Poppy Supporter or plays the Poppy Lottery, they’re often doing so because the charity aligns with their values and their individual or family identity. To honour that, we wanted to create a thank you film that would be uplifting, memorable and bring to life the positive impact of their decision.
Introducing Paul ‘Charlie’ Charles
The film centres on Charlie, an ex-Royal Marine whose life was turned upside down by a road accident that left him with life-changing injuries. It was a traumatic, career-ending moment and RBL was there to support him throughout his recovery and beyond.
From a production standpoint, our goal was to stay out of the way as much as possible and allow Charlie’s story to shine through in the form of a personal thank you letter, written from Charlie to longtime RBL supporter Ian – and all the other RBL supporters whose support makes such a difference.
The chemistry between Charlie and Ian is so obvious in the film – and in the heartwarming moment when they meet, the film literally closes the gap between donor and beneficiary.
Finding the voice that speaks to your donor
Of course, so much depends on finding the right person to speak; someone whose experiences and identity resonate with your donor base. In the case of this creative, we also needed a warm, capable supporter voice too.
Charlie and Ian were an absolute joy to work with. Charlie was highly enthusiastic about the project and generous with his time and ideas. While Ian, as an ex-military man himself, brought a wonderful confidence and sense of understanding to the project.
As mentioned, you can’t fake authenticity; Charlie told us more than once how grateful he was for the opportunity to say thank you to the RBL community that helped him through a tough time and that sincerity really shows in the creative.
Because the film is sent out on a rolling basis to new supporters, it’s his voice and his moving story that will validate their decision to sign up.
Why authenticity matters in production
In my role as a producer, I’ve seen that donors are increasingly looking for transparency and a genuine connection. There is a specific kind of power in a beneficiary-led narrative that an organisation-focused message simply can’t replicate.
Direct recognition: when Charlie looks into the lens and says thank you, it isn't the charity saying it; it’s the individual. That direct line of sight builds an immediate, personal bond.
Emotional truth: you can’t script the lived experience Charlie brings to the screen. His openness about his accident and recovery makes the "thank you" feel earned and real.
Bringing us down to earth: over time, giving can start to feel less tangible. This film reconnects donors with the real impact of their continued support.
Check out the film below to see Charlie’s story for yourself:
Bio
Ruby is a producer at DTV, where she has worked for over 4 years. With nearly 6 years of marketing experience, she collaborates with a diverse range of clients across the charity sector, including those in armed forces, animal welfare, medical, and humanitarian causes. Passionate about purpose-driven work that drives results, she supports across all aspects of a campaign.