When it comes to fundraising, the ultimate goal is to reach the goal. And whether it’s a charity dinner, websites like GoFundMe or Kickstarter, an annual fundraising event, the premise is the same. Get others to understand and connect to your cause enough to help you fund it.
We came up with 5 Tips on the proper way to use a video to maximize your fundraising efforts.
1. Don’t Make The Video Too Long
This may be an obvious one, but in the day and age of the 15 second attention span, people have a lot of sources fighting for their time and attention, and the quicker you can get your point across, the better. Video length will depend on cause, audience, and industry, so consult with a production professional for your intended audience sweet spot and set that as a goal.
If your story requires a bit of explaining, or you really want to go in depth, consider making a series of interconnected videos that focus on the different aspects of your fundraising campaign and use them all. That way the potential donor can pick and choose the videos they want to watch, and you can send them to the ones you want them to watch. But again, don’t make the videos too long.
2. Don’t Just Say Why You Need Funding, Tell What Happens If You Don’t Get The Funding
Everyone has the same story after a while when it comes to why they need funding. But rarely do people get to hear what really happens if you don’t get the funding you need. Tug at their heart strings by mentioning what happens if you don’t reach your goal (the mountains will roar, the children will cry out, the dogs will howl, etc.). This puts people in a more giving state because they realize just how much they are needed. If you can pack a good story into the video as well that really gets people choked up, you have a winner, and will have no problem getting funded.
3. Show Footage Of Previous Fundraising Events
Some people hate being the first to the party. The same goes with donating money. Showing that you’ve done this before in the past, and that people were excited to give, or wanted to talk about why they gave gives people the impression of being left out and can lead to them wanting to participate even more now that they see others involved.
4. Mention The Donation Options Donors Can Choose From
Some people who watch your video may already have in their head an idea of how much you’re asking for and may disqualify themselves simple based on personal opinion. Make it easier for people to know how they can help and the levels they can participate in. Now this may seem unnecessary with most of the fundraising sites having the information right on the page, but what happens when the video is shared? You want people to have all of the information they need to make a donation to your cause. Don’t leave it up to hoping they read the fine print on the page. Make it clear as crystal on the video.
5. Don’t Wait Until The End To Mention The Call The Action
Let’s face it, some people will have completely tuned out of your video or clicked on something else by the time the Call To Action would have been presented. Don’t wait until the end to do this. Give this to them somewhere in the middle to get them thinking about how or if they want to act, so by the time they reach the end, it’s simply a reminder to get them to act. Not a hopeful attempt at it. They’ll welcome it, and from the time the first Call To Action was given until the last one was given, those who were going to donate will be ready and willing.