Exploring the Data: 40 YouTube Animated Videos by 40 Nonprofits
At Leon! Animation Studio, we've dug through YouTube channels of the world's 40 biggest nonprofits to uncover what makes their animations tick. From speaking rates to narrator choices, we're pulling back the curtain on what works (and what doesn't) in charity animated videos.
The Science of Sound: What 140 Words Per Minute Tells Us About Nonprofit Animation
Our animation company's research reveals nonprofit videos hit their stride at around 140 words per minute (WPM). This measured pace isn't accidental—it gives viewers just enough time to absorb information without feeling overwhelmed.
Seven videos clustered around this sweet spot, with Charity: water's "Water Changes Everything" landing exactly on 140 WPM.
We found 11 videos racing ahead at higher speeds, with Samaritan's Purse's "Dania's Story: The Power of Prayer" topping the chart at 178 WPM.
Meanwhile, 11 others took a more leisurely approach, with UNHCR's "This Ramadan #EveryGiftCounts" ambling along at just 103 WPM.
Another fascinating pattern? A whopping 70% of nonprofit animations feature female narrators.
This isn't just a statistic—we've observed the same preference in our 2D animation studio's work. The compelling voices of Atibo Onen, Jennifer Kanari, and Ségolène Birien regularly bring our charity videos to life for clients like UN Migration and the NHS.
Taking our analysis further, we rated each video's tone on a scale from 0 (purely scientific) to 5 (poetically artistic). The average landed at 2.9—suggesting most charity animations balance facts with creative storytelling.
The most clinically precise? Mayo Clinic's "Female Fertility Animation," which methodically explains the female reproductive cycle from egg release to fertilisation or menstruation.
At the poetic end of the spectrum sits PETA's "Draw My Life: Orkid at SeaWorld," which chronicles the life of a whale born into captivity with emotional depth and narrative flair.
The Accessibility Gap: Why do Nonprofit Animations Forget Subtitles?
Here's a shocker from our charity animation analysis: only 28% of videos use open captions, while a mere 23% offer closed captions.
For context: open captions are permanently visible, while closed captions can be toggled on/off and often support multiple languages. The irony isn't lost on us—organisations that champion inclusivity are overlooking one of the simplest ways to make their content accessible to all.
Watch vs Engage: The Curious Maths Behind Nonprofit Video Metrics
Our explainer video agency uncovered a curious pattern in engagement metrics: for every 150 views, a charity animation typically receives just one like and less than 0.1 comments.
It's rather like throwing a massive party where everyone watches the entertainment but hardly anyone dances or chats. Put another way: a nonprofit animated video with 1,500 views might collect a paltry 10 likes and a single comment.
The standout exception? The International Committee of the Red Cross's "What are the Rules of War?" This animated explainer video breaks down International Humanitarian Law and the protection of civilians, detainees, and casualties during conflicts. It boasts an impressive view-to-like ratio of 40:1. Interestingly, despite its popularity, it's also sparked the most debate in comment sections.
Worth noting: charity videos in our study averaged a 1.5:1 ratio of views to channel subscribers—proving that well-crafted animations help nonprofits reach beyond their existing audience
Digging into the comments, we spotted three recurring patterns:
My Story - Personal experiences shared by viewers.
Agree! - Supportive affirmations of the video's message.
Debate - Thoughtful discussions challenging or expanding on content.
The ICRC's war rules video exemplifies this comment diversity. Take @SKtube0's pointed critique: "As a veteran, I can personally vouch that every 'rule' mentioned on how to treat the enemy gets broken…"
This sparked thoughtful rebuttals like @itsvalentino2128's: "Just because the 'rules' get broken does not mean they aren't worth supporting and fighting for…"
We also spotted pleas for accessibility, like @emilybell7984's comment on UN Women's "A global history of women's rights": "Please add real Closed Captions (not auto-generated ones) to make this accessible!"
Curiously, 18% of nonprofit explainer videos in our sample disabled comments entirely—perhaps to control conversation, avoid negativity, or handle sensitive subjects with care.
Analysing scripts across these charity animations revealed five consistent elements:
Personal stories that humanise abstract issues
Statistics that establish scope and urgency
Explanations that clarify complex concepts
Clear calls to action that direct viewer energy
Multifaceted solutions that show pathways forward
These components form the backbone of effective nonprofit narratives, inviting viewers to connect emotionally before acting practically. If you want more script discussion, we’ve got another blog that dives deeper into why the script is truly the hero behind every explainer video.
Ready to explore our explainer video company's favourite examples from the world's leading charity animation creators? Let's dive in...
Beyond the Ordinary: Standout Charity Explainer Videos That Break the Mould
As our 2D animation studio analysed these 40 nonprofit videos, several charmed us with their unconventional approaches...
Samaritan's Purse's "Dania's Story: The Power of Prayer" centres on a child growing up in Middle Eastern poverty, illuminating how a simple shoebox gift brought unexpected joy. The charity explainer video masterfully weaves personal narrative with specific needs, concluding with a crystal-clear call to action—donate or participate in their gift programme.
The UN Environment Programme took a completely different tack with "Play a Game and Score for Nature." This pixelated, retro-gaming aesthetic draws viewers into the Global Biodiversity Framework, playfully nudging them toward the #GenerationRestoration movement. It's a splendid example of how nonprofit animation can make dry policy material genuinely entertaining.
The Gates Foundation's "Clean Water Projects - Reinvent the Toilet" tackles sanitation with refreshing directness. Opening with an unapologetic list of toilet terminology—"Poop, doodoo, #2, kaka, crap, shit"—this animated explainer video transforms a taboo topic into an approachable conversation about global health challenges.
UNHCR's Ramadan-themed charity video employs a clever nested zoom technique. Beginning with a television news report on refugee challenges, it progressively narrows focus onto specific struggles. This visual approach symbolises moving beyond headlines to understand individual human stories—perfect for a fundraising campaign.
Perhaps the boldest stylistic choice comes from Amnesty International's "World Leaders Get Schooled On Climate Change." Using South Park-inspired character design to depict global politicians, this nonprofit animation balances humour with urgent environmental messaging—proving that serious subjects can benefit from a cheeky treatment.
On the more poignant end, the WHO's "I had a Black Dog, his Name was Depression" uses simple yet powerful visuals to portray mental health struggles. This charity explainer video doesn't just describe depression—it makes it tangible through metaphor, offering practical coping strategies like exercise, conversation, and mood journaling. At our animation studio, we're particularly drawn to work that supports mental wellbeing, especially among creative professionals. (We explore this further in our blog, "Take a Brake Before You Break" and also featured this video in our “Best Nonprofit Videos of All Time” blog.)
I also liked how they suggested ways to handle such situations, such as regularly exercising, talking to the right people, and creating a mood journal. This video inspires people to keep going even in the darkest times, including Leon!, who is interested in supporting people, particularly creatives, in managing their mental health.
The Art and Science of Nonprofit Animation: What We've Learned
As our animation production company wraps up this exploration of charity videos, several patterns stand clear: the prevalence of female narrators, the careful pacing of scripts, and the delicate balance between factual content and artistic expression. We've observed how engagement metrics reveal both the reach and limitations of nonprofit explainer videos, and how thoughtful design choices can elevate even the most challenging subjects.
Curious how these nonprofit animations stack up against their corporate counterparts? We've done that analysis too! In our follow-up study "Charity vs. Corporate Animated Videos: The YouTube Showdown," we compare these 40 nonprofit animations with 40 top corporate videos using identical criteria. The results might surprise you—especially when it comes to engagement rates and accessibility features.
The question now turns to you—what other aspects of charity animation would you like our explainer video company to analyse next? Perhaps deeper dives into specific animation techniques that drive donations? Or explorations of how different animation styles affect viewer retention?
At Leon! Animation Studio, we specialise in creating animated explainer videos for charities, NGOs, and healthcare organisations. Our insights come not just from research but from years of crafting videos that turn complex ideas into clear, compelling stories.
Have thoughts or questions about nonprofit animation? We'd love to hear from you! Share your ideas through our contact form or drop us a message on social media.
