Allison Fine, from The Chronicle of Philanthropy, posts a monthly podcast related to multimedia and philanthropy. Her newest installment details how smaller charities can make their own good videos.
With YouTube, Vimeo, and other video services readily available and often used (YouTube is the #3 most visited web site in the world and Vimeo is #486) you should have a good quality video on it.
Here’s an example of a great video from the Arc of Anchorage.
NCE Social Media 