Crowdfunding is a popular fundraising method for nonprofits looking to engage a wide community of supporters. However, with so many crowdfunding platforms and pages out there, it can be difficult to stand out and inspire contributions to your specific cause. That’s where nonprofit videos come into play.
A well-crafted crowdfunding video has the power to captivate your audience, compelling them to take action in support of your mission.
In this guide, we’ll explore four strategies to help you create the most effective crowdfunding videos. Ready to unleash the full potential of crowdfunding and elevate your nonprofit’s fundraising game? Let’s get started!
1. Get specific about your campaign
The main purpose of a crowdfunding video is to summarize a nonprofit’s goals and outline the specifics of a campaign.
To ensure your crowdfunding video contains all of the necessary information, answer the following questions for donors:
- What is the problem? Introduce the problem that you’re trying to solve through the campaign. Use compelling statistics to demonstrate the significance of the issue.
- When will the campaign take place? Set a deadline for donations to create a sense of urgency and inspire immediate action.
- Who will be impacted? Describe the individuals or communities that will benefit from your nonprofit’s work. Share stories, testimonials, or real-life examples to humanize the impact and create empathy.
- How will the funds be used? Donors want to know where their money is going, so be transparent about the programs, initiatives, or resources that will be supported. For instance, a nonprofit focused on fighting food insecurity might say that they’re looking to raise $10,000 to fund their new meal delivery program.
Sharing these details will help potential donors understand the importance of the cause they’re supporting, but also build trust by being transparent about your nonprofit’s plans.
2. Tell a compelling story
In order to stand out from similar campaigns and appeal to viewers on an emotional level, Tectonic Video recommends turning your video into a compelling narrative. Beyond explaining your need for support, you need to:
- Hook viewers from the beginning. Studies show that engagement drops significantly after the first 10 seconds of a video. Captivate the audience with an attention-grabbing opener. For example, you could open with a startling fact or statistic that highlights the magnitude of the problem your nonprofit is tackling.
- Choose a main character. While it may be tempting to introduce every beneficiary in your campaign, narrow in on one person’s story. By following the journey, challenges, and triumphs of a single protagonist, viewers become more invested in their experiences and outcomes.
- Follow a narrative arc. Develop the story with a logical flow, highlighting the challenge that the character faces, explaining yur nonprofit’s solution, and demonstrating the impact that can be achieved through their support.
- Engage the senses: Incorporate visuals, music, and narration that complement and enhance your story. For instance, a nonprofit that provides clean water to developing communities might include aerial shots of flowing rivers and the sound of gushing water to transport viewers to the location.
- Make a compelling ask. According to NXUnite’s guide to video production, your video should end with a call to action. Whether it be in the form of a button, on-screen text, or a voiceover, encourage viewers to give with a straightforward phrase like “Donate Today.”
Remember to use your written page to share more details about your story. Attention spans are short, especially in online settings, so keep your crowdfunding video concise and focused on the most impactful aspects of your nonprofit’s work. Trim out any unnecessary details and aim for a video length around two to three minutes to maintain viewer engagement.
3. Partner with a nonprofit video production company
While anyone can take out their mobile device and press record, you want your crowdfunding content to be of the highest quality. For organizations new to video production, consider partnering with a dedicated nonprofit video production company. Expert videographers will create the best possible content that drives real results on behalf of your cause.
As you search for a video production company, prioritize the following qualities:
- Nonprofit experience: Choose a company with a strong track record of producing campaign videos for nonprofits. Check their portfolio and client list to assess their understanding of the nonprofit sector. They should be able to effectively translate an organization’s mission into compelling video content.
- Storytelling skills: Find a company that excels in storytelling. Look for their ability to craft narratives that engage emotions and effectively convey your organization’s message. A strong storytelling approach will help create a meaningful connection with your audience and inspire action.
- Communication: Effective communication is key to a successful partnership. Look for a production team that is responsive, open to feedback, and willing to work closely with your nonprofit to understand your goals and deliver the desired results.
- Affordability: The cost of nonprofit video production varies depending on the size of an organization’s project. Request a quote and seek out reasonable rates that align with your budget.
The company should also be willing to handle the entire production process from start to finish, including filming, editing, and post-production. Outsourcing these tasks will free up time, so you can focus on other important initiatives related to your mission.
4. Leverage multichannel marketing
After finalizing your fundraising video, add it to the campaign page and use a multichannel marketing strategy to reach as many supporters as possible. Your strategy might leverage multiple communication channels, including but not limited to:
- Social media: Upload the video directly to social media platforms like Facebook, Twitter, Instagram, and LinkedIn. Write engaging captions that accompany the video, highlighting the purpose of the campaign, the impact it will make, and a call to action to donate or share. Use relevant hashtags to increase visibility and reach a wider audience.
- Email: Send targeted emails to your existing supporters, donors, and mailing list subscribers. To boost open rates, craft a compelling subject line that conveys the urgency of the campaign. For instance, you might say, “Our future depends on you! Watch our video and donate today.” Then, embed the crowdfunding video within the body copy and link to your dedicated crowdfunding page.
- Web: Add a dedicated crowdfunding campaign page to your nonprofit website that includes the video, campaign details, progress updates, and a prominent call-to-action to donate.
Track engagement through each of these channels and adjust your marketing strategy accordingly. For instance, if the email click-through rate to your campaign video is low, you may need to create a clearer call-to-action.
Now it’s time to put your knowledge into action. Start planning, creating, and sharing your crowdfunding video, and be willing to make adjustments as you receive feedback from your audience. Then, watch as your campaign gains momentum, support, and ultimately success.